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User Interface re-design – study of a design rethink and its ROI

When the team at Moving Tracker approached us about re-designing their website, www.movingtracker.com.au, they loaded us up with detailed briefs including their main goals for the site.

The main aim was to dramatically improve the ease of use of the site, reduce bounce rate and improve the low overall connections (signups) through the site.

After several discussions, we took a critical look at the various user flows and thought carefully about presenting the bare minimum for a given process. Key members of our team brainstormed in the old fashioned way – with pencil and paper, until we came up with an elegant solution that was functional and simple.

Website development by iProperty - Moving Tracker

We retained the core functionality, which is a reasonably complex user process – and redesigned it with a simplified aesthetic using best practice website conventions. Step by step tabs, simple form designs, large text and open spaces has been combined with the aim to reduce confusion and improve the quality and length of interactions with the site.

Before any designs were completed, we submitted a Wireframe version of the site that covered the complete website flow user processes. This approach is taken with any large site, and allows you to discuss the project with the client, make changes, and avoid costly redesigns.

From there, the rest is history. We completed the designs, built and tested the site, and made it live. And now that it’s been a while, it’s great to look back on the work completed, go through the site and still feel proud of our achievements.

Moving forward, the team at Moving Tracker are set out to promote the site more with ongoing SEO and Social Media work. For the time being though, iProperty consider the work completed a success – the user interface rethink has been yielding massive improvements to the duration spent on the site, the level of interaction and most importantly – website signups. What’s the improvement? Month to month, we’ve noted an increase in signups of 1300-2600%…

And it’s all due to critical thinking. Think like the end user will think. Consider the goals for the site. Show them less. Reduce clicks.

In general, it’s refreshing to look past all of the hype, features and gadgets that stakeholders would like in a website, and strip it all back to the bare minimum. So we’d like to pose fellow website owners this – at its simplest level, what is your website supposed to do? Do you see ways it could be done better?

We’d like to help you – give us a call!

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