After looking at Google Analytics I noticed something strange.. Time on home page was very high. So dug a bit deeper using Hotjar. The page went live on 14 March 2022:
- Designed for desktop but most of our audience is on mobile.
- (75% mobile vs 25% desktop). The content should be designed and tested for mobile first.
- Most users are not scrolling to end of home page.
- Users are not getting to the important information
- 25% of users do not get past here – see purple line
- 50% of users do not get past here – see orange line
- Users are spending a long time looking at the top of home page. This suggests the audience is confused about what to do next.
Using the Wayback Machine
See program homepage >>
before changes occured.
More analysis of the page contents see below.
Plan English & Readability level using
Hemingway App
- Very hard to read copy See red highlight.
- Hard to read copy See yellow highlight.
- Current home page is rated Grade 10 (post graduate level)
- Audience is a Grade 6-8 reading level
How did we fix the page?
- Streamline content for mobile.
- Now with ⅓ less content to reduce the page height
- Reorder content most important information first,
- add links to detailed information subpages.
- Revise language to achieve grade 6-8 readability and align to new campaign.
- Focus content on application process, eligibility and program benefit.
- Remove non-essential content
Using the Wayback Machine
See the updated page >>
After changes occured.
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