FCW
Leveraging user research to optimize lead generation
A look at how I approached rebuilding and redesigning the header for our feature website as part of a full site makeover.
Project ACTIVITY
2021
Project Roles
UX/UI, Branding, User Research, Usability Testing, Management, Information Architecture
Background
As the senior web designer at a legacy news media company, I spearheaded an initiative to analyze our analytics in response to a significant increase in user traffic to our flagship product.
Problem Statement
Execution
After analyzing our site and heat map tests we identified two core improvements: focus our efforts on the newsletter since it was driving over 85% of our traffic, and redesign our header and main navigation to emphasize our newsletter call to action while also reducing the total number of actionable links.
Challenges
Our existing web site analytics needed more sophisticated tracking features to have a better understanding of the traffic patterns the sites were experiencing. Identifying the source of our traffic spike was the largest and most important challenge at this stage of the project.
By reducing the total number of links within the site header we were able to better customize and control editorial themes which converted into larger client contracts and by including a new call to action within the main menu, creating a new user capture funnel for newsletter subscriptions, new user signups increase roughly 20% month over month.
