Before diving into the design, we conducted extensive research on the existing page, which included heat-map analysis, Google Analytics analytics, and user testing. Based on the insights from the research, we created low-fidelity prototypes that we tested with different user segments. The design was further refined based on user feedback, and then we created and tested high-fidelity prototypes. Our development team subsequently developed the iterative designs, and once they were live, we conducted a split test. The new design was placed side-by-side with the existing design to measure its performance.
We started by redesigning selected category pages across several countries using a 'template' approach. If the key templates tested well, we then helped redesign and implement them in other sections. From the split testing we carried out over a two-week period, we reached statistical significance, and the results were hugely positive. Conversion for redirects increased by 35.8%, while end-to-end conversion increased by 45.4%, which is estimated to bring in a significant increase in revenue per year from those pages alone. The bounce rate also decreased by 40.1%. We Discover was also involved in leading other design and web development projects, as well as business-as-usual roadmap improvements across all Finder sites.
Some deliverables included the following:
- New masthead design used across the sites, which has decreased the bounce rate by 25%
- Refinancing wizard and results page redesign
- Templates for home loans, shopping deals, and news articles.
DECREASE BOUNCE RATE
INCREASE CONVERSION REDIRECTS
Joanna Auburn, Lead Product Manager