The goal was to improve the SmartAsset’s user experience above scroll to drive traffic to business opportunities within taxes, savings, home buying and the new financial match service. The KPIs were to increase time on page and CTR to the four key pages. In addition, I led the content and visual redesign to align to brand positioning, SEO goals and improve usability. Traffic to the homepage from organic searches and syndicated widgets had grown to an average of 22k per day by 2018, an 80% increase in traffic from 2017.
Research kicked off the project to assess current behavior and usability. UX research also ran surveys to assess interest in matching with a financial advisor. The company wanted to drive as much traffic through that link as possible and so we wanted to know if the existing, unpaid traffic would be interested in, or qualify for matching with an advisor. Performance metrics (CTR, bounce rate, user flow) and SEO considerations were included in the decision making process for updates to the order of the global nav bar links and the four key links over the hero image.
The global navigation links were reordered and we prioritized the top four categories—home buying, financial advisor, banking and taxes—with prominent placement and more engaging design.
The average time on page increased by 20 seconds and the highlighted four links drove 78% of the total clicks with a combined CTR of 12.4%. The bounce rate increased by almost 6% which continues to be a concern. The increase could have been due to lower quality traffic from the syndicated links. The additional traffic through those links increased revenue on linked pages.