PROJECT LIVE

KEY TEMPLATE OPTIMISATION

A REDESIGN OF A CRITICAL TEMPLATE

A/B TESTING PERFORMANCE/

+54% CONVERSION 👌

SO FAR, THROUGH A/B TESTING, WE ACHIEVED A NOTABLE 54% INCREASE IN CALLS GENERATED FROM OUR BRANCH PAGE.

+38% SCROLL DEPTH 👌

SO FAR, OUR SCROLL DEPTH HAS RISEN BY 38%, DUE TO THE IMPLEMENTATION OF QUICK LINKS AND IMPROVED CONTENT.

BRIEF/

REIMAGINE THE EXPERIENCE FOR NEW AND EXISTING CUSTOMERS

THE PRIMARY NAVIGATION ON SITE CURRENTLY SENDS ALL USERS TO THEIR SPECIFIC BRANCH PAGE. ON THIS TEMPLATED PAGE, NEW AND EXISTING CUSTOMERS ARE ABLE TO SEE RELEVANT INFORMATION REGARDING THEIR LOCAL BRANCH, DISCOVER OUR CARE OPTIONS AND FIND CONTACT DEAILS. THE PAGE IS OUTDATED AND IN NEED OF A REDESIGN TO IMPROVE OVERALL CONVERSION ON THE PAGE. ADDITIONAL FOCUS IS NEEDED ON MOBILE, ENSURING A RESPONSIVE, NATURAL PAGE.

CONSIDERATIONS/

TREADING CAREFULLY

WITH OVER 400 BRANCH PAGES ON THE SITE THERE ARE SEVERAL FACTORS TO CONCIDER. MAKING ANY CHANGE ON THESE PAGES COULD HAVE A LARGE IMPACT ON OVERALL CONVERSION, SO BEING AWARE OF THESE BEFORE DESIGNING IS IMPORTANT. HERE ARE SOME OF CONSIDERATIONS THAT WERE MADE;

SEO RANKINGS

FOR THE PAST 7 YEARS THE SEO STRATEGY HAS BEEN TO FLOOD THE MARKET WITH RELEVANT LOCATION PAGES TO TAKE THE MAJORITY OF THE MARKET TRAFFIC. BECAUSE OF THIS, MOST PAGES HAVE ESTABLISHED STRONG RANKINGS WITH GOOGLE WITH MOST PAGES APPEARING IN THE TOP 3 ORGANIC SEARCH TERMS. WHEN REDESIGNING THE TEMPLATE, I MUST ENSURE I MINIMISE RISK OF LOOSING RANKINGS.

STRUCTURE

THE CURRENT UNORGANISED STRUCTURE CAUSES USERS TAKE LONGER TO FIND THEIR DESIRED INFORMATION. DUE TO THE CONTENT BEING SO HEAVY USERS ARE AGAIN TAKING LONGER TO FIND WHAT THEY NEED, WHICH IS HAVING AN EFFECT ON THE CONVERSION OF BOTH NEW AND EXISTING CUSTOMERS. HOW DOES THE STRUCTURE OF THE TEMPLATE CHANGE WITH DIFFERENT JOURNEYS? A DYNAMIC DESIGN WOULD BE IDEAL TO FIT ALL POSSIBLE SCENARIOS.

CONTACT CENTRE

THIS TEMPLATE IS A PART OF THE USER JOURNEY FOR BOTH NEW AND EXISTING CUSTOMERS. CURRENTLY BOTH USER TYPES CONTACT THE WRONG NUMBERS, PUTTING ADDITIONAL PRESSURE ON THE CALL CENTRE. WITH CALL FAILS EACH MONTH AT 20%, FOCUS SHOULD ON IMPROVING THE QUALITY OF CALL.

INSIGHTS/

DIVING DEEPER

COMPETITOR RESEARCH

A DEEP DIVE INTO THE TOP COMPETITORS SITE WAS CONDUCTED TO REVEAL OTHER BRANCH LOCATION PAGES. MOST COMPETITORS DIDN’T OFFER THIS FUNCTION, BUT THOSE WHO DID LACKED STRUCTURE, DESIGN OR RESPONSIVENESS. UNDERSTANDABLY ALL SITES ARE DIFFERENT AND EACH SITE IS TAILORED DIFFERENTLY TO EACH BUSINESSES NEEDS/GOALS.

USER FLOWS

SINCE JOINING HELPING HANDS THE PRIMARY NAVIGATION OF THE SITE HAS BEEN TO SEND ALL USERS TO A BRANCH PAGE. DUE TO THIS, HEADERS, FOOTERS, WIDGETS AND BANNERS SITE WIDE DIRECT THOUSANDS TO THE BRANCH PAGE EACH DAY. USERS THAT NAVIGATE FROM THIS PAGE (23%) SEARCH FOR A TYPE OF CARE OR THE PRICE OF CARE. 68% OF USERS WHO LAND ON THIS PAGE END UP CALLING EITHER NUMBER. HIGHLIGHTING THE IMPORTANCE OF DISPLAYING THE CORRECT NUMBER.

HEAT MAPS

USING MOUSEFLOW, I WAS ABLE TO LOOK OVER TRAFFIC TO THE SITE FOR THE PAST YEAR. FROM THIS I DISCOVERED EXISTING CUSTOMERS (12%), JOBS (9%), BRANCH INFORMATION (8%) & BRANCH LOCATION (6%) WERE THE AREAS OF FOCUS. OVER 12% OF USERS CLICKED ONTO THE EXISTING CUSTOMER BUTTON IN THE HEADER, WHICH CONFIRMS THE CALL CENTRE ISSUE OF INCORRECT CALLS.

DESIGN PROCESS/

DATA DRIVEN DESIGN

EMPLOYING METHODS SUCH AS WIREFRAMING AND MOOD BOARDS TO VISUALISE A DESIGN TAILORED PRECISELY FOR THE USER BASE, ALIGNING SEAMLESSLY WITH THE GATHERED DATA.

MOOD BOARDS

LOW FIDELITY WIREFAMES

HIGH FIDELITY WIREFRAMES

BEFORE AND AFTER/

SEE THE DIFFERENCE FOR YOURSELF.

BEFORE 👎 SEE PROTOTYPE

AFTER 👍 SEE PROTOTYPE

A/B TESTING/

FINE TUNING, ONE TEST AT A TIME

EVALUATING VARIOUS VERSIONS AND ELEMENTS OFFERS DEEPER INSIGHTS INTO USER BEHAVIOUR AND DESIGN PREFERENCES. EACH TEST SPANS FOUR WEEKS TO GENERATE CONCLUSIVE DATA, WITH A DETAILED HYPOTHESIS DOCUMENT OUTLINING THE TESTS PARAMETERS IN DEPTH.

TEST 1 - QUICK LINKS

WE AIM TO TEST THE IMPACT THE ADDITION OF QUICK LINKS HAS ON SCROLL DEPTH, CONVERSIONS, AND BOUNCE RATE. WE HYPOTHESISE THAT WITH THE ADDITION OF QUICK LINKS TO THE PAGE USERS WILL BE ABLE TO NAVIGATE MORE EFFICIENTLY TO THEIR DESIRED SECTION ON BOTH MOBILE AND DESKTOP

TEST 2 - CTA

WE SET OUT TO DISCOVER THE IMPACT ON MOVING THE NUMBER FROM THE HEADER TO ABOVE THE FOLD. WE EXPECT THIS TO HAVE A POSITIVE IMPACT ON THE OVERALL CONVERSION OF THE PAGE AS THE NUMBER I SNOW MORE PROMINENT.

TEST 3 - ADDITIONAL ITERATIONS

ONCE WE HAVE PROVEN THE SUCCESS OF THE NEW DESIGN COMPARABLE TO THE ORIGINAL, ADDITIONAL ITERATIONS AND TESTS WILL BE IMPLEMENTED. THESE WILL BE INSTRUMENTAL IN REFINING THE USER EXPERIENCE ON THE SITE, ENSURING A CONTINUOUS EVOLUTION OF THE PAGE.