How can we increase conversion rates on the homepage of Digital Marketing Agencies website?
Timeline:
September 2023 - present.
My Role:
Creative Producer - UX/UI Designer
Problem:
Level Agency launched a new website and is struggling to get website traffic to schedule a free consultation.
Last year, the digital marketing agency that I work (Level Agency) for launched their new brand and website. The website is currently experiencing low conversion rates and time spent on site due to poor UX and information hierarchy. I have been tasked to complete a full UX audit of the site and provide recommendations that will increase engagement and conversion rate.
Let’s look at the data:
I began by analyzing any current data or performance tracking that Level Agency was using on their site. Prior to conducting the UX audit and providing any recommendations, I wanted to see how long users were staying on the site, what the most popular pages are, and what the current conversion rates are.
Top Pages:
At the time of this audit, the top page that is being visited is the home page. This makes sense as traffic is primarily coming in organically. The second most-visited page is the careers page. Because the goal going into this project was to increase the number of users converting (booking a consultation), we chose to not focus on the careers page.
The Homepage:
To gain a more comprehensive understanding of user interactions on the site and the specific pages they frequent, we implemented Hotjar. This tool allowed us to visually track user clicks and how far they scroll down each page. Upon reviewing the heatmap images, the initial observation was that our main call-to-action, "Our Story," receives minimal clicks. The most frequently clicked button was actually “Our Work”. This insight led me to my first recommendation which was the change the primary CTA from “Our Story” to “Our Work”. My assumption is that users want to learn more about our services and the types of businesses that Level works with before booking a consultation.