USA Rugby -
Potential Financial Supporters
Web Analytics & Heatmap
Team: Olivia Turpin, Shih-Wen Huang, Wuke Zhou, Yuki Shimano
Professor: Craig MacDonald, Ph.D.
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
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Team Introduction
Olivia Turpin
MS IxD
Shih-Wen Huang
MS IxD
Wuke Zhou
MS IxD
Yuki Shimano
MS IxD
March 11, 2022
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Agenda
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Tools:
Google Analytics
Analysis of current web data to understand the users’ web usage
Time frame:
Site launch - 02/18/2022
Hotjar Heat Maps
Visualization of # of clicks, mouse movement, and scrolling for the website pages
Time frame:
02/01/2022 - 03/03/2022
A/B Test Plan
Test proposal to compare two variants of the homepage
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INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Methodology
Project
Objectives & Goals
Our objective was to better understand the potential financial supporters by looking at where they’re coming from, what content they are interested in and how they engage with it.
Our goal is to provide better insight on ways to ensure that potential financial supporters have a seamless experience with the USA Rugby website.
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March 11, 2022
INFO-645
Research Questions
Who are the financial supporters (e.g., age, gender, etc.)?
Where are they coming from?
What is their behavior within the USA Rugby website?
How do they interact with financial support-related pages (i.e., Philanthropy & Partners pages)
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March 11, 2022
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INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Potential
Financial Supporters
Profile Overview
They make up 8,269 users
which is 0.2% of total users
GA Segmentation Conditions:.
We defined this microsegment in Google Analytics as users who visited the Philanthropy and/or Partners pages within their browsing session.
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They were 17% more often returning visitors.
Profile Overview - Potential Financial Supporters
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Profile Overview - Potential Financial Supporters
They were 31% more often using desktop.
Overall Findings
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INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Lack of strategic data tracking
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Missed opportunities for mobile and certain browsers
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Lack of interest in & traffic to Philanthropy pages
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Finding 1
Lack of strategic
data tracking
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INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
No event tracking set up in Google Analytics
It is hard to understand the decrease in users without tracking influential events
Recommendation 1
Add event tracking & annotations in Google Analytics
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Annotating tool in the Audience Overview
Example of hyperlinking an email on the Partners page
Finding 2
Missed opportunities for certain device and browser
2.1 - Philanthropy pages are not optimized on mobile
2.2 - Slow load time for chrome browsers
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Device usage of financial supporters (left) vs. all users (right)
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Finding 2
Missed opportunities for certain device and browser
2.1 - Philanthropy pages are not optimized on mobile
2.2 - Slow load time for chrome browsers
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INFO-645 Advanced Usability / UX Evaluation
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Broken donation form link in mobile view
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Desktop vs. Mobile View
2.1 - PHILANTHROPY PAGES ARE NOT OPTIMIZED ON MOBILE
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Menu
Philanthropy page
Recommendation 2
Optimize for mobile and site speed
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INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Active donate page link on mobile
No duplicate subcategory links
Finding 3
Lack of interest in & traffic to Philanthropy pages
3.1 - Few page views for the /philanthropy/ pages
3.2 - Lack of interaction with philanthropy related links
3.3 - Confusion with the Support label
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Image here
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Pages with most pageviews
Pageviews of the /philanthropy/ pages
Finding 2
Missed opportunities for certain device and browser
2.1 - Philanthropy pages are not optimized on mobile
2.2 - Slow load time for chrome browsers
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Hotjar recording of a session on a chrome browser showing a 4 second load time of the content
March 11, 2022
Average Chrome load time for potential financial supporters was 6.3 seconds (8.7 seconds for all users)
Compared to all users, the financial supporters were 18% more often using Chrome.
Finding 3
Lack of interest in & traffic to /philanthropy pages
3.1 - Few page views for the /philanthropy/ pages
3.2 - Lack of interaction with philanthropy related links
3.3 - Confusion with the Support label
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INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
The home page’s heatmap of clicks does not show much interaction with the page link or donate button
Finding 3
Lack of interest in & traffic to /philanthropy pages
3.1 - Few page views for the /philanthropy/ pages
3.2 - Lack of interaction with philanthropy related links
3.3 - Confusion with the Support label
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A Hotjar recording of a user confusing ‘Support’ with help support
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Recommendation 3
Redesign Philanthropy section architecture
Change the page title and menu option name of the “Philanthropy” page to “Support Us” to give a clearer indication of what the page is about.
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Recommended changes to the Homepage
Recommendation changes for the Philanthropy page
Original
Recommendation
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Summary
MAIN RECOMMENDATIONS
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Add event tracking & annotations in Google Analytics
Optimize for mobile & site speed
Redesign Philanthropy section architecture
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Future Redesign Plan
Original
Variant
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Proposed Redesign - Original Homepage
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
Change “Support/Donate” to “Support Us”
Add a clear naming convention that addresses the section’s functionality by semantics in the global navigation.
Track Click Through Rate (CTR) metric
Set up CTA button event tracking to track clicks to the section (or track pageviews).
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A/B Test Plan
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March 11, 2022
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New (simpler) A/B test plan mockup goes here
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Proposed Redesign - Variant Homepage
INFO-645 Advanced Usability / UX Evaluation
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Will be emailed after the presentation!
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Infographic
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Questions?
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March 11, 2022
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Thank you!
INFO-645 Advanced Usability / UX Evaluation
March 11, 2022
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