We asked a Get Started with Beauty group to annotate print outs of the Mobile version of The Prince's Trust homepage. They were asked to mark what stood out good/bad. Most participants had visited the website at least once. All of those who had visited the website had done so on their mobiles.

1. We asked a Get Started with Beauty group to
annotate print outs of the mobile homepage.
Kennington 15th Aug 2018
MOBILE HOMEPAGE
FEEDBACK

2. 7 participants were given 10 mins to
annotate a screenshot going down to
the “Text ‘Call Me’” panel.
They were asked to mark what stood
out good/bad.
Most participants had visited the
website at least once. All of those who
had visited the website had done so on
their mobiles.

3. Participants questioning of the branding was more
pronounced than the Desktop group.
This could be due to the Mobile format, but also
differences in audience. (Desktop was Enterprise, Mobile
Get Started).
Although some liked the layout and certain elements (like
the 4x panel), the design was criticised for not being
engaging.
BRANDING

4. The hero didn’t offer participants a strong enough
incentive to engage with the website.
Participants didn’t feel the Hero image was
representative.
They suggested:
 More diversity in age, sex, courses.
 More people.
 People enjoying themselves on courses/testimonials.
Hero
“It's not the type of website I
would go into more often.”
Hero image doesn't
show a good
representation of what
the course stands for.

5. Some in the Mobile group didn’t recognise
the Video CTA. This could be down to the
screenshot format but…
Both Mobile/Desktop groups questioned
the video CTA.
Desktop & Tablet users are 16% more
likely to click play button.
(This could be in part due to data
restrictions on mobile).
However, conversion on the video CTA is
poor on all devices – especially considering
this is the first thing users see when visiting
the most visited page on the website i.e.
the homepage.
Video CTA
Homepage 17th April* - 31st July
Segment
Unique Video
Plays
Unique Page
Views
Conversion
Mobile 607 51,316 1.18%
Tablet and Desktop 1,226 89,023 1.38%
*GA Tracking for Video clicks was implemented on 17/08/2018.

6. Flow copy is good
because young people
will learn a lot at a
young age
Copy immediately under the hero banner was praised.
Unlike the Desktop group, “A life changing opportunity…”
copy wasn’t picked out specifically – this could be due to
the visual dominance of the copy immediate under the
Hero.
Categorisation and language of the 4x panel was praised
– much like the Desktop group…
♥ FOR THE SOUTH

7. …like the Desktop Group, a huge % of users don’t see
the lower parts of the page. 60% of mobile users don’t
see the Get In Touch button!
Participants suggested prioritising the content that was
further down the page.
They also wanted to see testimonials and more specific
information on courses.
PURPOSE

8. Mobile format seems to accentuate negative perceptions of the brand design.
The branded design should be reviewed – changes can be made within the
existing guidelines to “make the page pop”.
The Mobile Hero needs to be looked at in terms of:
• What we ask users to do
• Imagery
• CTA design.
We won’t be able to cram all programme info onto the homepage but we can
let the North learn from the South and prioritise accordingly.
Reduce the length of flow copy and include more imagery if possible.
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