Case Study
Identifying Ways to Increase Website Engagement via Exploratory UX Research
overview
A senior and retiree-based nonprofit had developed a digital web experience for pre-retired individuals to help motivate them to take action for long-term financial security. However, the bounce rates were higher than anticipated, meaning users were not staying on the site long enough to see all of the valuable information being offered.
The organization approached C+R Research to understand what features of the website were unappealing and how to create greater engagement with their target audience.
THE PROBLEM
HELP PRE-RETIRED INDIVIDUALS BUILD CONFIDENCE IN SAVING FOR RETIREMENT
A prominent organization that provides services to seniors and retirees developed a multi-pronged campaign that included a digital web experience. This experience provides helpful tips to pre-retired individuals in reaching their retirement goals.
However, they were finding that bounce rates were high; therefore, they asked C+R for help in better understanding what areas of the website were discouraging users.
OUR APPROACH
IN-DEPTH CONVERSATIONS AND USABILITY TESTING
C+R conducted qualitative one-on-one discussions and usability testing with pre-retired individuals. During the interviews, we dove deeply into participants’ financial and savings goals, their concerns about retirement, and their needs and barriers toward saving for retirement, including what information they’re looking for to help them make decisions.
Next, we observed as participants navigated the site to determine the intuitiveness of the flow, ease of navigation, along with relevance and helpfulness of the site’s content. We structured this research so that participants explored multiple areas; in this way, we were able to understand whether the landing page encouraged motivation, curiosity, and engagement and that later portions of the website provided clear, relevant, and useful information to users that motivated them to act.
The result
DEVELOP A PLAN FOR FULL-SCALE WEBSITE REDESIGN
We identified clear optimizations that could be made to the landing page, and the organization was able to quickly make improvements prior to a large-scale marketing campaign. Additionally, the research identified areas for long-term growth and expansion of relevance to younger users looking for financial advice.
The client later used the research to inform an RFP for a full-scale website redesign. Many of C+R’s recommendations were folded into the final design and output.
proven experience
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