Increasing engagement with café landing page as main CTA was sending people away from site.

Responsibilities: Performing site audit – defining page structure – usability testing.
Date:February 2020 (1 week)
Context: Bluebird Brothers café has recently created a website to increase traffic to their shop. They have done this through a landing page CTA which takes users directly to their google map location. The rest of the page contains content that can help customers get to know their brand.

Page content had little user engagement + was becoming redundant.

The 'directions' CTA was winning them customers over their competitors. But, it was hindering their ability to promote their brand via the page content. Based on their Google Analytics, there was a 70% bounce rate after clicking the CTA. Meaning customers were failing to engage with the rest of the page before seeing the shop location.

Thus, the success metrics were: decreasing bounce rate + increasing brand engagement.

I took a closer look into the website's Google Analytics. There were many statistics pointing toward a high percentage of users not engaging with the brand.

Figure 1 – BlueBird Brothers google analytics and insights. Customers were going to site to find very little.

Some clear design choices in the original site were causing this lack of page engagement. Leading the customer straight into café location instead of learning about the brand.

Figure 2 – The current site does a lot to turn off customers who want to engage with the brand.

In the general user goal of finding a location to eat, the café website needs to 'convert' the user. If the user's questions about the brand go unanswered, they will go back to their search results. Thus, the shop could be loosing out on customers by ignoring what and how they access page content.

Usability testing of current site.

The google analytics provided concrete evidence of the bounce issues. But, I needed to get an understanding of user thought processes when navigating the site. So I carried user testing with some willing customers at the café.

Customers were seeking the standards expected from a café website. E.g. A way to navigate, answering questions (testimonials/gallery) and location. At the moment only the latter area was being satisfied.

Re-defining page structure.

To deal with these issues it was necessary to re-organise the page content. This was so that customers were receiving the content they expected, in a guided fashion.

Consulting direction with stakeholders.

The simplicity of the designs intrigued the café owners. We decided to go forward with a design that would better manage the customers going to the site. This was so they would be more likely to engage with the brand and not be put off enough to bounce.

How did the re-design fare against the success metrics?

As the website is still in development, there are no analytics to suggest a decreased bounce rate. But, after some user testing there was evidence to suggest greater brand engagement.

Words from the café owners.

"We really appreciate this new design that we've worked on with Nicholas. We've really gotten to know our customers on a personal level with his help. Our brand message is put across but we are still able to get more customers to come in. This is going to work very well in tandem with Google's business services to help our entire customer-base. Thank you!"

- Kyri and Terry, BlueBird Brothers Owners.

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