Mental health NFP Wellways wasn’t seeing many people arrive at key pages. Google Analytics and Crazyegg app data was analysed and provided user behaviour on specific webpages.
- Scroll maps showed content was in the wrong places users were not finding programs or pages.
- Heat maps showed us a failed navigation structure.
- Videos recordings showed users were confused with words/language and IA content structure.
- Fragmented user journeys on the site. Only 37% use the homepage
What did I change?
- Update the homepage image to give it a fresh look.
- Change some wording and IA structure
- Change the order of the contents and remove some (noty required) items.
- The result immediate increase in visitation to some programs/pages.
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