Project Overview.
After their website being online for around 12 months, the client asked us (the incumbent agency) to take a look at increasing their CRO with a view to generating more new business leads
As a multi-billion dollar US B2B business, with a global reputation in their field, a very deep understanding was needed of the users to enhance a site that was already performing well.
My Contributions.
I was tasked with performing a deep dive on the analytics data, as well as performing an audit of the front-end of the site to create a picture of how the site was being used, and how this information could be leveraged to improve the CRO of the site.
Some key findings in the patterns seen in the user journeys of the site, backed up by user personas, and an understanding of the types of client they had, I was able to recommend some simple changes to the site that dealt with some of the issues highlighted.
For example, it was clear that users would arrive on key landing pages, but navigate to the about and team pages, as well as news pages, looking for advocacy. The simple solution was to pull some of that content, where appropriate into the landing pages themselves.
I also addressed what I felt was a content hierarchy issue, in which certain elements were given the same visual presentation as other, more important content.
A PDF of the presentation itself can be available on request.
