Website Metric Growth
About the project
An ongoing project throughout my time at Conversocial, where we consistently monitored metrics and made UX-driven design pages for our web pages.
This case study will focus on how we consistently improved website metrics and improved the user journey significantly with journey mapping, UIUX and A/B testing. The project consisted
of a team of myself, a growth engineer, the director of marketing and two outsourced engineers.
The Problem
After gathering metrics on the most commonly used pages through Google Analytics and Hubspot, we noticed that whilst traffic was high, time spent on pages was low and an excessive number of users would bounce off.
There were reasons to believe that the content was not engaging but before we could confidently theorize, we needed to understand what could be done to improve these metrics further.
TOP OF OLD HOME AND BLOG PAGES
The Designs and Results
Homepage: Redesign
We started with the homepage which was our most visited page and so was the perfect place to begin testing the new designs and theories.
The previous home page had a narrative that regularly did not have continuity. As a result, many users were left only with the Call To Action buttons (CTA) on their screens with very little information given as to why they should continue their journey and invest their time in us. With this, there was little initiative to scroll further into the page.
For the new design, it was crucial for information and enticing graphics to be readily available upon landing on
the page, such as social channel interaction examples with illustrated elements to add to the stories of customers.
Homepage: Heatmaps
Using heatmaps, we can see that users now navigated further down the page, compared to the previous design. Not only did they scroll further, but there was also a hike in usage with the interactive elements that were built.
Users were learning who and what Conversocial was at an effective rate and the interactive elements additionally linked users to pages of specific subjects that interested them, whilst also allowing them to click the "Request a demo" CTA when they felt it was correct to do so in their journey.
Homepage: Metrics
Within a few weeks of A/B testing, we saw a substantial difference between the two designs.
Bounce rate:
The new homepage saw a bounce rate improvement of:
Time on page:
The new homepage saw an average time increase of:
With such success on the homepage, we applied the same hypothesis and design theory to the other high-traffic pages and also blog pages. In return we gained very similar positive results.
86.73%
New Home Page
90.25%
Old Home Page
3.52%
3min 30sec
New Home Page
2min 36sec
Old Home Page
25.71%
The Approach
OLD
NEW
PLATFORM PAGES NARRATIVLEY CONNECTED
To understand why the metrics were not up to standard, we explored the heat maps available on all the relevant pages.
Once this data was collected we hypothesized further that the reason for these metrics was because the header of each page took all the retail space, whilst giving very little information.
With this information, we were able to establish goals to meet in our redesigns:
Having an easy-to-digest story of who we are and what our products offer.
Having UX and content that naturally drives users deeper into the page/s.
User attention-grabbing graphics and interactive elements to encourage the users to focus on important elements in the narrative.
STORY DRIVEN DESIGNS
HERE WE COME!
TOP OF NEW
HOME PAGE!
CRUCIAL INFORMATION
VISABLE IMMEDIATELY
Next steps?
With the success of our hypothesis and designs, we planned to continue applying these throughout the rest of the site. Marketing materials such as playbooks and customer stories was next, with some designs being reviewed but due to an acquisition, these web pages were no longer needed. I have since been made aware our success is being used as a foundation for a new site. Win!
Conclusion
The months of collecting data, theorizing, designing, and testing these pages were a major success as once the results of the homepage were available we were able to hit the ground running on many other site pages and present our ideas to the broader team with high confidence.