Homepage Redesign - Google Analytics & Hotjar Analysis

[Nouri-Anouar]

Description: Analyze Google Analytics data specifically for the homepage to inform targeted improvements and enhance user engagement. Focus on understanding user behavior, optimizing entry points, and increasing homepage effectiveness.

Acceptance Criteria:

1. Summarize key metrics related to the homepage:

   • Traffic sources specific to the homepage
   • User demographics for homepage visitors
   • Homepage bounce rate and average time on page

2. Identify the top-performing and underperforming elements of the current homepage.

3. Analyze user journeys specific to the homepage, emphasizing entry and exit points.

4. Identify any significant drop-off points on the homepage, if applicable.

5. Provide insights into mobile vs. desktop usage on the homepage.

6. Propose targeted recommendations for homepage improvements based on the analysis.

7. Ensure the report includes actionable insights for optimizing the homepage and achieving better user engagement.

[Zing0820]

Dear @Nouri-Anouar, Thank you for providing such detailed guidance and inspiring points! I have conducted some points and I am still working on some specific parts of the home page.

Over the past year, a significant portion of our homepage traffic has stemmed from paid search, with users predominantly from the United States, Poland, and France. However, demographic details such as gender and age are currently inaccessible. Our homepage’s bounce rate stands at 45.78%, and the average engagement time is just 17 seconds, indicating that nearly half of our visitors leave without exploring beyond the initial page. The “/project” tab shows promise as it engages users who continue beyond the homepage, but the “/join” page is where we lose most of our audience, with more exits here than even the homepage itself. Device usage is skewed heavily towards desktops, with significantly less mobile engagement, suggesting a need for mobile user experience improvements. Considering the non-social attributes of our website, introducing interactive elements like chat functions could potentially increase mobile usage.

I understand there is more work to do, and besides what I have now, I have several questions regarding how can I approach more for the analysis. The first question is that is the "underperforming/ overperforming" part refer to different buttons on the homepage. The second question is that are those recommendations are limited to design change and format rearrangement. And the third one is that can we obtain other demographic details regarding our users? Thank you.

[Nouri-Anouar]

Hello @Zing0820 Thank you for your detailed feedback and for taking the time to share the insights you’ve gathered from the homepage data. It's clear you've been working diligently to identify areas for improvement, and I appreciate your proactive approach.

Here are my thoughts on your points and your questions:

1. Underperforming/Overperforming: When referring to "underperforming/overperforming," I am considering various elements such as buttons, sections, and other interactive components on the homepage. This encompasses their engagement rates, click-through rates, and how they guide users to take the desired actions.

2. Recommendations: My recommendations extend beyond just design changes and format rearrangements. While those aspects are important, we should also consider the overall user journey and engagement strategy. This may include experimenting with different content strategies, call-to-action placements, and interactive features to boost user engagement and retention.

3. It seems Google Analytics is protecting user privacy by hiding data (such as age and gender) when the number of users in a segment is too small. If we can't get those user attributes, let's focus on other metrics and insights that can guide our strategy, such as user behavior, traffic sources, engagement metrics, and broader trends and patterns rather than specific demographic details.

4. Have you explored Hotjar yet?

Thank you once again for your detailed input. It will help us take a more targeted approach for the homepage and potentially other pages. Please feel free to share any additional thoughts or questions you may have.

[Zing0820]

Hi Anouar, sorry for the wait!

Enhanced Website UX Improvement Report - Homepage Interaction

Situation: A bounce rate of 34% on the homepage suggests that users are not motivated to delve deeper into the website. Recommendations: Use high-quality, relatable images that reflect the diversity and energy of the community. Moreover, Positioning clear and visually distinct CTAs like 'Start a Project' or 'Explore Learning Resources' near high-traffic areas to guide users further into the site.

1. User Engagement Deep Dive Situation: High engagement in "Dream" and "View Our Projects" but poor follow-through to "Join" or "Create Account". Recommendations: Revise copy to be more concise with bullet points and add engaging visuals like infographics to outline benefits; Introduce interactive elements such as clickable models for project details.

2. Device Utilization Situation: Predominantly desktop traffic with low mobile engagement. Recommendations: Implement a mobile-first design approach with a responsive layout to improve the user experience. Touch Interactions: Enhance touch interactions with larger touch targets and gestures for mobile users.

3. Conversion Optimization Current State: The pathway from "Join" to "Create Account" is experiencing low conversion. Recommendations: Progressive Disclosure: Use progressive disclosure techniques to gradually present information about the joining process, so it's not overwhelming. Visual Cues: Direct users through the conversion funnel with visual cues like arrows or a step-by-step guide showing their progress.

4. Traffic Channel Insight Situation: Unidentified traffic labeled as “no value” and underperforming organic social and paid search channels. Recommendations: Data Accuracy: Ensure all traffic sources are correctly tagged for accurate measurement and analysis.Content Amplification: Enhance the shareability of content on social platforms with share buttons and social media-friendly images.

5. Content and CTA Clarity Current State: Lack of clarity and visual appeal in the "Description" and CTA sections. Recommendations: Reformat content with clear headers, bullet points, and short paragraphs. Include compelling visuals like icons or quick stats to break the monotony of text. CTA Design: Use contrasting colors for CTA buttons and place them strategically after each value proposition.

6. Nurturing User Loyalty Current State: No tools have been implemented to measure long-term user loyalty. Recommendations: Integrate feedback tools like NPS surveys to gauge user satisfaction and areas for improvement.

Integrating these improvements with strategic visual and interactive enhancements can transform user behavior from passive viewing to active engagement and conversion.

[Nouri-Anouar]

Hi @Zing0820,

Thank you for your insightful report! I've noted earlier your mention of demographic insights being available on Hotjar. If my understanding is correct, could we incorporate these insights into our report to enrich our analysis with actionable insights?

[annaisaacks]

https://app.zenhub.com/workspaces/dev-launchers-landing-revamp-666ddd5d65ed7b50cec170df/issues/zh/59