Traffic
10 %
An Increase from 4%
CTR to listings
46 %
An increase from 30%
Conversions
0.67%
up from 0.32%
Role:
Lead Product Designer
Overview
Invygo aimed to enhance its online presence and capture substantial organic traffic by revamping its website. Historically, the focus has been on the mobile app, but a well-designed website is crucial for building trust and delivering a seamless user experience. Invygo intends to convert more visitors into subscribers, improve user engagement, and establish a strong brand presence online.
Problem
Invygo’s current website has a cluttered navigation structure and outdated page designs that hinder user experience. Key pages such as the homepage, about us, listings, how it works, blog, and car reviews lack cohesive design and user-centric layouts, leading to difficulty in navigation, lower engagement, and higher bounce rates.
Factors to keep in mind
Team members work across squads limiting our work load we could take on.
We had to show some growth so pushing out the website incrementally vs releasing the website fully does not give us insights now to make iterations faster.
This was an effort over multiple pages of the website that each has its own metrics and reasons.
** This case study is an overview of the entire website and does not deep dive into each page
Success Metrics
North Star Metric:
Increase overall website traffic by 20% through improved navigation and user experience.
Sub Metrics:
Improve task completion rates on key pages by 25%, tracked through user interaction analytics.
Reduce bounce rates on the homepage by 20%, as measured by site analytics.
Increase user satisfaction with the website navigation by 40%, monitored through user feedback and surveys.
Before
Key Pages Analysis:
Homepage: High bounce rates and low engagement due to cluttered design and unclear calls to action.
About Us: The page lacks engaging content and a clear narrative, resulting in low user interest.
Listings: Users find it difficult to search and filter car listings effectively, leading to low conversion rates.
How It Works: The page does not effectively communicate the subscription process, causing confusion.
Blog: The layout is outdated, making content discovery and engagement difficult.
Car Reviews: Users struggle to find relevant car reviews easily, reducing the page's effectiveness.
Impact:
User Frustration: Difficulty in navigating and finding information quickly leads to user frustration and lower engagement.
Operational Challenges: The outdated and cluttered website structure makes it challenging to maintain and update.
Current Data:
Navigation Drop-Off Rate: High drop-off rate at 35%.
Homepage Bounce Rate: 50% bounce rate indicating users leave shortly after arriving.
Engagement Metrics: Low engagement on about us (10%), listings (15%), how it works (8%), blog (12%), and car reviews (10%)
Each page has a set of specific keywords that we target to funnel users
Solution
Revamp the website's navigation IA and redesign key pages to enhance usability, engagement, and user satisfaction.
Proposed Approach:
Redesign Navigation IA:
Streamline Navigation: Simplify and categorize the navigation menu to improve findability and ease of use.
User-Centric Structure: Create intuitive groupings and paths based on user needs and behavior analysis.
Revamp Key Pages:
Homepage: Implement a clean, engaging design with clear calls to action to reduce bounce rates.
About Us: Craft a compelling narrative with engaging content and visuals to increase user interest.
Listings: Enhance search and filter functionalities for better user experience and higher conversion rates.
How It Works: Create a clear, visually appealing explanation of the subscription process to educate users.
Blog: Modernize the layout to improve content discovery and engagement.
Car Reviews: Redesign the page for easier navigation and relevance to user searches.
Current Navigation above - Below the proposed
Results and Conclusion
Revamping Invygo’s website, from the navigation IA to the core pages, significantly improved user experience, engagement, and satisfaction. This addressed current navigation issues and outdated designs, leading to a more intuitive and efficient website that meets user needs.
v1 revamp
v2 revamp
Navigation summary analysis
CTR to listings
46 %
An increase from 30%
Reduced Rage clicks
8 %
A decrease from 15%
Conversions
0.67%
up from 0.32%
Key learnings
KSA vs UAE
Users in UAE tend to scroll more than users in KSA as per Hotjar heatmaps, we may need to consider custom homepage landings for the Audience.
We have a new landing page which helps users who land directly click through to our offerings via a scrollable carousel of widgets instead of opening the Navigation, as per hotjar recordings. This small change increased our conversions by 8%
Triangulating the data
Keeping a close eye on Mixpanel, conversions from various pages, customer queries, and hotjar recordings, we have picked up on some interesting trends and were able to quickly pivot and make improvements.
