UX audit and CRO that turns more website visits into confident customer actions
UX audit and CRO services for SMEs across the UK and Ireland. Find the friction, uncertainty and missed opportunities that stop visitors becoming enquiries, customers or sales—then improve the journey with evidence.
Real behaviour – Clear priorities – Lower-friction journeys
Are visitors arriving but leaving before they enquire or buy?
Are important pages making people work too hard to take the next step?
Do you know which changes are most likely to improve conversion?
More traffic will not solve a website journey that creates doubt
When a website underperforms, buying more traffic can magnify the waste. A focused UX audit and CRO process identifies unclear messaging, weak hierarchy, missing reassurance, difficult forms and confusing calls to action that reduce confidence.
The message lacks immediate relevance
Visitors should quickly recognise that the service is relevant to their problem. Generic headlines and buried value make the right people question whether they are in the right place.
Navigation creates uncertainty
Unclear menus, competing routes and pages without a logical next step force visitors to think too hard—especially on mobile.
Forms and calls to action add friction
Long forms, vague buttons, missing reassurance and avoidable steps can stop a high-intent visitor just before conversion.
Decisions rely on opinion instead of evidence
Without dependable analytics and behavioural evidence, teams can spend time changing the website without knowing what problem they are solving.
Find the moments where confidence drops—and make the journey easier
Silverback’s UX audit and CRO work combines analytics, customer behaviour, messaging and conversion psychology so improvements support real buying decisions—not a list of subjective design opinions.
-
Assess priority pages, audiences, valuable actions and the journeys that connect them.
-
Confirm analytics, key events and behavioural evidence before drawing conclusions.
-
Prioritise friction by customer impact, commercial value and implementation effort.
-
Improve messaging, hierarchy, navigation, calls to action, forms and reassurance.
-
Create a 90-day roadmap with ownership, measurement and realistic next steps.
UX audit and CRO services built around clarity, confidence and commercial action
UX audit & customer-journey analysis
Know what stops more visitors becoming customers—and what to improve first
Review priority pages and customer journeys using analytics, behavioural evidence and UX principles to identify where clarity, confidence or usability breaks down.
-
Analytics and key-event measurement review
-
Priority landing-page and customer-journey review
-
Navigation, messaging, CTA and form observations
-
Trust, reassurance and accessibility observations
-
Page experience and technical conversion observations
Conversion rate optimisation
Build a clearer, lower-friction path to action
Improve messaging, landing pages, navigation, calls to action, forms and reassurance; measure the actions that matter and test selectively when traffic makes the result meaningful.
-
Clear value propositions and page hierarchy
-
Confident navigation and relevant next steps
-
Easier forms and stronger calls to action
-
Trust signals and accessible page experiences
-
Measurement, learning and selective testing
EVIDENCE BEFORE OPINION
Better conversion starts by reducing friction, strengthening motivation and measuring valuable actions
A high-converting website makes the valuable next step feel relevant, credible and easy. Evidence reveals where motivation, clarity or ability drops, so resources go to improvements that can make a commercial difference.
01 Observe
02 Diagnose
03 Prioritise
04 Improve
01 Observe
Define the audiences, priority journeys and meaningful actions—such as qualified enquiries, calls, bookings or sales.
02 Diagnose
Use analytics, behavioural evidence and a structured UX review to find where confidence, clarity or ability falls away.
03 Prioritise
Rank opportunities by evidence, commercial value, customer impact and implementation effort.
04 Improve
Implement agreed changes, measure the result and keep learning. Controlled tests are used when traffic volume and impact justify them.
A PRACTICAL FIRST STEP
A focused assessment for a standard SME website, combining analytics, customer journeys, priority pages, messaging, calls to action, forms, trust, accessibility and page-experience observations. Larger ecommerce or multi-journey sites are quoted after the free consultation.
Digital Growth Audit
Price £595 fixed
-
Analytics and valuable-action measurement review
-
Priority-page and customer-journey UX review
-
Navigation, messaging, CTA, form and trust observations
-
Behaviour, friction and accessibility observations
-
Page-experience and technical conversion checks
-
Prioritised 90-day conversion roadmap and findings call
Prefer to talk through the conversion concerns first?
Book a free UX & CRO consultation
Analytics & optimisation
Connect customer journeys with dependable analytics, reporting and ongoing optimisation so decisions reflect valuable business outcomes.
Technical SEO
Fix speed, mobile, rendering and technical barriers that undermine usability, confidence and conversion before a page can persuade.
01 Define the valuable action
We agree the audiences, priority pages, commercial goals and customer actions that define a meaningful conversion.
02 Gather behaviour and evidence
We combine analytics, behavioural evidence and a structured UX review to identify the points where people hesitate, leave or fail to complete the next step.
03 Prioritise friction fixes
We prioritise the changes most likely to reduce friction or improve confidence, then agree what Silverback or your team will implement.
04 Improve and measure
We measure valuable actions, review the effect and strengthen what works. Testing is selective, proportionate and tied to a clear hypothesis.
Psychology before decoration
Silverback does not begin with a subjective redesign. We examine what customers need to understand, trust and do, then improve the journey around evidence, motivation and ease. The objective is a website that is clearer for people and more commercially useful for the business.
Clearer motivation
Make the value, relevance and next step obvious enough for the right visitor to keep moving with confidence.
Less friction
Remove avoidable uncertainty, distractions, dead ends and form barriers—especially on mobile and high-intent pages.
Commercial measurement
Define dependable events and outcomes so optimisation is judged by qualified enquiries, bookings, sales and customer value—not cosmetic engagement.
A UX audit is an evidence-led review of how people understand, navigate and complete important tasks on a website. It looks for the points where clarity, confidence or usability breaks down.
Silverback reviews page hierarchy, navigation, mobile experience, content clarity, calls to action, forms, trust, accessibility and page experience across the journeys that matter most.
Conversion rate optimisation is the systematic improvement of the percentage and quality of visitors who complete a valuable action, such as an enquiry, call, booking or sale.
It begins with clear goals and dependable measurement, then uses analytics, behaviour evidence, UX principles and selective testing to improve the journey—not arbitrary button-colour tricks.
UX focuses on how easy, clear and reassuring the experience feels. CRO focuses on whether that experience helps the right visitor complete a valuable business action.
They overlap: a better experience can support conversion, while conversion evidence helps identify which UX problems deserve attention first.
The fixed-price audit covers a standard SME website: analytics and key events, priority pages and journeys, messaging, navigation, calls to action, forms, trust, accessibility and page-experience observations.
You receive prioritised findings, a 90-day conversion roadmap and a findings call. A free UX & CRO consultation comes first to confirm that the audit is appropriate.
Common signs include useful traffic but too few enquiries, high exits from important pages, form abandonment, repeated customer questions, weak mobile performance or analytics that cannot show what happens before a lead.
Another warning sign is a page that explains the service but gives the visitor no clear, credible and low-friction next step.
Not always. For many SME websites, analytics, behavioural evidence, usability principles, customer feedback and before-and-after measurement are more practical than a continuous testing programme.
Silverback recommends a controlled test when there is enough traffic, a meaningful decision to make and a clear hypothesis; otherwise effort goes to higher-confidence improvements.
Analytics should measure only the actions needed to evaluate the journey. Silverback can review consent-aware measurement and event quality so useful decisions do not depend on careless data collection.
Reliable goals, appropriate consent and clearly defined events are more valuable than collecting large volumes of data with no commercial purpose.
No honest CRO consultant can guarantee an exact uplift. Results depend on traffic quality, the offer, market demand, the starting experience and how changes are implemented.
Silverback provides evidence-led prioritisation, transparent measurement and practical improvements without inventing certainty or relying on vanity metrics.
Ongoing Growth Optimisation typically costs £395–£695 per month, depending on the number of journeys, implementation support, analytics, reporting and testing required.
Use a UX audit and CRO plan to help more visitors feel ready to act.
The free UX audit and CRO consultation and fixed-price £595 Digital Growth Audit come first, so you can decide whether ongoing support is proportionate and commercially sensible.