MOBILE PROJECT PERFORMANCE
+160% CONVERSION 👌
DESKTOP PROJECT PERFORMANCE
+82% CONVERSION 👌
THE BRIEF/
TURNING A 2001 WORDPRESS TEMPLATE SITE INTO A REAL CONVERTER.
MY INITIAL MAJOR PROJECT AT HELPING HANDS INVOLVED A COMPREHENSIVE OVERHAUL OF THE OUTDATED WEBSITE. THE EXISTING WORDPRESS SITE, WHICH HAD NOT SEEN A REDESIGN SINCE ITS LAUNCH IN 2004, WAS LACKING IN SEVERAL ASPECTS OF USER EXPERIENCE. TO ADDRESS THIS, THE GOAL WAS TO COLLABORATE WITH BOTH THE IN-HOUSE DEVELOPMENT TEAM AND AN EXTERNAL SEO AGENCY.THE PROJECT AIMED TO NOT ONLY ENHANCE THE VISUAL APPEAL OF THE WEBSITE BUT ALSO IMPROVE ITS CONVERSION CAPABILITIES. THE FOCUS WAS PARTICULARLY ON ELEVATING THE USABILITY OF THE PAGES, WITH SPECIAL ATTENTION GIVEN TO OPTIMIZING THE MOBILE EXPERIENCE FOR OUR CUSTOMERS.
THE PROBLEM/
HOW ARE USERS INTERACTING CURRENTLY?
I USED A VARIETY OF TOOLS AT MY DISPOSAL TO GATHER VALUABLE INSIGHTS INTO THE CURRENT USER BEHAVIOUR ON THE PAGES. EMPLOYING TECHNIQUES SUCH AS HEAT MAPS AND SCROLL DEPTH ANALYSIS, I ANALYSED KEY PAGES, IDENTIFYING CONSISTENT PATTERNS. USERS PREDOMINANTLY ENGAGED WITH THE PRIMARY NAVIGATION IN THE HEADER, FOCUSING ON THE TOP 30% OF THE PAGE, AS INDICATED BY BOTH THE MOVEMENT MAP AND SCROLL DEPTH METRICS.
WHILE QUICK LINKS PROVIDED QUICKER ACCESS TO INFORMATION, A CONCERNING BOUNCE RATE OF 48% SUGGESTS THAT USERS ARE ENCOUNTERING DIFFICULTIES IN EFFICIENTLY CONSUMING THE PRESENTED INFORMATION AND A NEW LAYOUT/ STRUCTURE IS NEEDED.
CONSIDERATIONS/
COVERING EVERY ANGLE
MANY FACTORS NEED TO BE TAKEN INTO ACCOUNT WHEN DESIGNING A SOLUTION FOR MANY PAGES . UNDERSTANDING ALL FACTORS IS CRUCIAL TO THE SUCCESS OF THE DESIGN, WHILE CREATING SOMETHING VERSATILE THAT IS SUITED TO ALL POSSIBLE SCENARIOS. SEO
OVER THE PAST 8 YEARS, HELPING HANDS HAS COLLABORATED WITH AN SEO AGENCY TO BOOST TRAFFIC TO THE SITE. THE EXTENSIVE HISTORY OF WORK AND DEVELOPMENT HAS RESULTED IN A CONTENT-RICH SITE, ALL OF WHICH AT THE EXPENSE OF USER EXPERIENCE. WHILE CHANGES ARE NECESSARY FROM A UX STANDPOINT, I MUST CAREFULLY WEIGH THE IMPACT OF THESE ACTIONS ON THE EXISTING SEO STRUCTURE AND STRATEGY. IMPLEMENTING SIGNIFICANT CHANGES COULD POTENTIALLY AFFECT CONVERSIONS AND LEAD TO LONG-TERM ISSUES. THEREFORE, MAINTAINING OPEN COMMUNICATION AND TRANSPARENCY WITH THE SEO AGENCY IS CRITICAL FOR THE SUCCESS OF THESE INITIATIVES.
STABILITY OF LAUNCH
WHEN INTRODUCING THE NEW TEMPLATE ACROSS THE ENTIRE SITE, IT WAS CRUCIAL TO IMPLEMENT A GRADUAL LAUNCH STRATEGY. THIS APPROACH SERVED BOTH RISK MANAGEMENT PURPOSES AND ENABLED THE SEO AGENCY TO MONITOR GOOGLE'S REACTIONS TO THE CHANGES. MAINTAINING THIS STABILITY WAS ESSENTIAL TO AVOID MAKING EXCESSIVE ALTERATIONS SIMULTANEOUSLY. WE AIMED TO MEASURE THE SUCCESS OF EACH NEW PAGE INDIVIDUALLY TO EFFECTIVELY TRACK OUR OVERALL PROGRESS.
SCROLL DEPTH
AS HIGHLIGHTED BY THE HEAT MAPS, IT'S CLEAR THAT USERS ARE FACING CHALLENGES IN ACCESSING OUR INFORMATION. CURRENTLY, ONLY HALF OF OUR USERS ARE ABLE TO DISCOVER A THIRD OF THE PAGE. HOW CAN WE ENHANCE THIS SITUATION TO ENSURE CUSTOMERS FIND CONTENT THAT IS BOTH RELEVANT AND RELATABLE? ADDRESSING THIS ISSUE IS VITAL FOR POSITIVELY INFLUENCING CONVERSION RATES, AND I AM ACTIVELY ATTENTIVE TO THIS ASPECT.
DEVELOPMENT
WE NEED TO TAKE INTO ACCOUNT THE FEASIBILITY FOR OUR IN-HOUSE DEVELOPMENT TEAM WHEN CONSIDERING THE NEW DESIGN, ENSURING THAT THE PROPOSED SOLUTION IS PRACTICAL FOR IMPLEMENTATION. BY DOING THIS, WE CAN EXPEDITE THE PROJECT'S GO-LIVE AND ENSURE A SMOOTHER IMPLEMENTATION PROCESS.
MOBILE
WITH 65% OF OUR CURRENT TRAFFIC ORIGINATING FROM MOBILE DEVICES, IT'S ESSENTIAL TO PLACE A CLEAR EMPHASIS ON OPTIMISING THE EXPERIENCE FOR SMALLER SCREENS. THE CURRENT ISSUE LIES IN THE SUBSTANTIAL AMOUNT OF TEXT ON THE PAGE, RESULTING IN SIGNIFICANT BLOCKS OF CONTENT THAT REQUIRE USERS TO SCROLL ENDLESSLY TO LOCATE RELEVANT INFORMATION ON MOBILE DEVICES. IMPROVING THE USER EXPERIENCE ON THIS PAGE IS A TOP PRIORITY.
METHODOLOGY & APPROACH /
MY APPROACH WITH THE PROJECT
THE KEY GOAL OF THIS PROJECT IS TO STREAMLINE THE USER EXPERIENCE ON OUR SITE, MAKING IT EASIER FOR USERS TO FIND WHAT THEY ARE LOOKING FOR. THE ANALYSIS OF DATA, DISCUSSIONS WITH STAKEHOLDERS, AND AN EXAMINATION OF THE CURRENT DESIGN HAVE PROVIDED VALUABLE INSIGHTS THAT FORM THE BASIS OF MY APPROACH. BELOW ARE SOME AREAS I HAVE IDENTIFIED FOR POTENTIAL IMPROVEMENT:STRUCTURE
THE EXISTING PAGE STRUCTURE IS OVERLY INFLUENCED BY SEO CONSIDERATIONS, LEADING TO TITLES THAT ARE EITHER NONSENSICAL OR EXCESSIVELY LONG. A CLEAR USER FLOW IS LACKING, WITH INSTANCES WHERE IMPORTANT INFORMATION, SUCH AS PRICING OR DETAILS ABOUT OUR SERVICES, IS EITHER BURIED AT THE BOTTOM OF THE PAGE OR NOT DISPLAYED AT ALL. IT IS ESSENTIAL TO ADOPT A CONSISTENT AND RELEVANT PAGE STRUCTURE TO PROVIDE USERS WITH A UNIFORM EXPERIENCE. THE CURRENT STRUCTURE APPEARS TO HAVE BEEN DICTATED BY SEO SEARCH TERMS RATHER THAN ALIGNING WITH WHAT USERS ARE ACTIVELY SEEKING ON THE SITE.
CONTENT
THE WEALTH OF VALUABLE CONTENT ON OUR SITE IS UNFORTUNATELY OVERSHADOWED BY THE CHALLENGE OF FINDING IT. THE ISSUE ARISES FROM BURYING THE CONTENT WITHIN EXTENSIVE BLOCKS OF TEXT, CAUSING USERS TO SCROLL PAST CRUCIAL INFORMATION, LEADING TO FRUSTRATION AND, IN SOME CASES, EXITING THE PAGE OR SITE ALTOGETHER. TO ADDRESS THIS, IT IS IMPERATIVE TO 'TRIM THE FAT' ON THESE PAGES, CONDENSE OUR MESSAGING, AND ENHANCE THE PRESENTATION OF ADDITIONAL TOPICS. BREAKING DOWN THE CONTENT INTO DIGESTIBLE CHUNKS WILL ENABLE USERS TO ABSORB THE INFORMATION MORE EFFECTIVELY.
NAVIGATION
TO ENHANCE PAGE NAVIGATION EFFICIENCY, WE COULD EXPLORE THE IMPLEMENTATION OF QUICK LINKS OR A 'JUMP TO SECTIONS' FEATURE. PARTICULARLY IF THE CONTENT USERS SEEK IS LOCATED TOWARDS THE BOTTOM OF THE PAGE, OFFERING A FASTER SOLUTION THAN REQUIRING THEM TO ENDLESSLY SCROLL WILL SIGNIFICANTLY IMPROVE THE OVERALL USER EXPERIENCE.
BRANDING
THE CURRENT PAGES LACK SUFFICIENT BRANDING ELEMENTS, COLOR, AND IMAGERY, RESULTING IN A DULL, BORING, AND PLAIN APPEARANCE. THE INCORPORATION OF THESE VISUAL ELEMENTS WILL NOT ONLY <span class='bg-yellow'>ENHANCE THE VISUAL APPEAL</span> BUT ALSO CONTRIBUTE TO MAKING OUR BRAND MORE MEMORABLE. THIS APPROACH WILL ENSURE CONSISTENCY WITH OUR BRANCHES, MARKETING COMMUNICATIONS, AND OTHER ASSETS.
DESIGN PROCESS/
DATA DRIVEN DESIGNMOOD BOARDS
LOW FIDELITY WIREFAMES
HIGH FIDELITY WIREFRAMES
LAUNCH/
LAUNCHED LIVE JUNE 2023 🙌
SEE LIVE PAGEPROJECT PERFORMANCE/
+160% CONVERSION 👏
A 160% INCREASE FOR OUR PREMIUM SERVICE (LIVE IN CARE) ON MOBILE. DATA MEASURED CONTINUALLY 6 MONTHS AFTER LAUNCH.+82% CONVERSION 😮
A 82% INCREASE FOR OUR PREMIUM SERVICE (LIVE IN CARE) ON DESKTOP. DATA MEASURED CONTINUALLY 6 MONTHS AFTER LAUNCH.SEO RANKINGS +++👌
SINCE THE LAUNCH, OUR SEO EFFORTS HAVE LED TO AN IMPRESSIVE INCREASE OF NEARLY 80 POSITIONS ON GOOGLE, WITH MANY OF THEM SECURING THE TOP SPOT IN SEARCH RESULTS.+20% CONTENT👍
EVERY PAGE EXPERIENCED A MINIMUM 20% INCREASE IN VALUABLE CONTENT, A CONTRIBUTION THAT HAS DIRECTLY LED TO THE OVERALL IMPROVEMENT IN SEO RANKINGS ACROSS THE ENTIRE SITE.FUTURE ITERATIONS/
NEVER STOP A GOOD THING!
MANY FACTORS NEED TO BE TAKEN INTO ACCOUNT WHEN DESIGNING A SOLUTION FOR MANY PAGES . UNDERSTANDING ALL FACTORS IS CRUCIAL TO THE SUCCESS OF THE DESIGN, WHILE CREATING SOMETHING VERSATILE THAT IS SUITED TO ALL POSSIBLE SCENARIOS. PRIMARY NAVIGATION ABOVE THE FOLD
IS POSITIONING THE PRIMARY NAVIGATION ABOVE THE FOLD THE OPTIMAL CHOICE? REDIRECTING CUSTOMERS TO A BRANCH PAGE WITH MINIMAL INFORMATION ABOUT THEIR CARE MAY NOT BE THE MOST EFFECTIVE APPROACH. HOW CAN WE INTEGRATE MORE PERTINENT LINKS AND CONTENT TO ENHANCE USER INTERACTION AND PROVIDE A MORE COMPREHENSIVE EXPERIENCE?
QUICK LINKS
IN THE CURRENT LIVE VERSION, WE HAVE NOT INCLUDED QUICK LINKS DUE TO TESTING AND DEVELOPMENT RESOURCE CONSTRAINTS. HOWEVER, IT WOULD BE BENEFICIAL TO TEST THIS HYPOTHESIS TO ASSESS ITS IMPACT ON PAGE NAVIGATION AND DETERMINE WHETHER IT INFLUENCES OUR KEY PERFORMANCE INDICATORS (KPIS).
VIDEO
CURRENTLY, ALL CONTENT ON THE SITE IS TEXT-BASED. COULD WE EXPLORE TESTING THE PRESENTATION OF KEY INFORMATION THROUGH VIDEOS OF VARYING LENGTHS? THIS WOULD HELP US UNDERSTAND HOW USERS INTERACT WITH VIDEO CONTENT AND WHETHER THEY ABSORB INFORMATION MORE EFFECTIVELY COMPARED TO LONG BLOCKS OF TEXT.
CONCLUSION/
A HUGE SUCCESS.
SINCE THE LAUNCH OF THESE NEW TEMPLATE DESIGNS, SEO HAS EXPERIENCED A SUBSTANTIAL INCREASE IN TRAFFIC, ALONG WITH NOTABLE IMPROVEMENTS IN OVERALL RANKINGS. THE PAGES DEMONSTRATE HIGHER CONVERSION RATES, BOTH IN GENERAL AND SPECIFICALLY FOR OUR TWO KEY SERVICES. THE REDESIGNED PAGES NOW OFFER A DISTINCTIVE LOOK AND FEEL. USERS CAN ESTABLISH A STRONGER EMOTIONAL CONNECTION WITH THE CONTENT AND IMAGERY, CONTRIBUTING TO AN ENHANCED OVERALL EXPERIENCE.THIS PROJECT WAS IMMENSELY GRATIFYING, PROVIDING ME WITH THE OPPORTUNITY TO COLLABORATE WITH VARIOUS DEPARTMENTS WITHIN THE BUSINESS, EXTERNAL AGENCIES, AND GAIN A DEEPER UNDERSTANDING OF OUR USERS. I FIRMLY BELIEVE THAT THIS INITIATIVE HAS LAID THE GROUNDWORK FOR FUTURE ITERATIONS AND TESTING.
RECENT PROJECTS
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