<ul><li>Overview of Key Learnings </li></ul><ul><li>Case I: Fabrics Manufactures  </li></ul><ul><li>(UI, Look n Feel & Cal...
<ul><li>Easy Navigation Architecture-  Easy for user to move within the information space and hence increase click through...
<ul><li>Overview </li></ul><ul><li>Fabrics Manufacturers is an information vertical on all types of fabrics.  </li></ul><u...
<ul><li>SCOPE OF IMPROVEMENT </li></ul><ul><li>Cluttered display of information and our 2 nd  level categories were gettin...
<ul><li>Upper left corner gets most of the attention and the lower right least </li></ul><ul><li>Also, that two thirds of ...
Portals for larger screens: Complex screens (triptych design): Contd.. Many portals, especially those designed for larger ...
 
 
<ul><li>Content was organized & product navigation introduced on top </li></ul><ul><li>Use of white space & good-sized mar...
 
 
<ul><li>Changes made in UI  (The changes were done in week 29th jun-13th Jul) Comparison Chart  Jun 29 th -Jul 13 th   vs....
<ul><li>Weekly Comparison Chart before  & after the changes were done </li></ul><ul><li>  </li></ul>
  May  2010 June 2010 July 2010 Pageviews 73018 66222 70768 Visits 35667 31067 29376 Page/Visit 2.05 2.13 2.41 Adsense CTR...
<ul><li>1) Improvements in Buy Leads </li></ul><ul><ul><li>Eg: Fabric Manufacturers: Increased buy leads by 135% </li></ul...
<ul><li>Huge Images: Create visual impact, draw visitors to your site. High in impact  </li></ul><ul><li>which visitors do...
 
> After implementation buy lead on top After implementing buy lead on top of every page there was 45% growth in enquiries....
Google’s Heat Map According to Google’s Heat Map >  The colors fade from dark orange (strongest performance) to light yell...
Before Change
<ul><li>Google adsense revenue avg of 20 days before implementation: 122  </li></ul><ul><li>Google adsense revenue avg of ...
 
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Web! a alternate life of Human Need ( How to plan : UI / Ad Placement / Form Placement / Call of Action)

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Case study on usability analysis done on product vertical and how we measured those changes and what result we were able to derive by making those changes.

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Web! a alternate life of Human Need ( How to plan : UI / Ad Placement / Form Placement / Call of Action)

  1. 1. <ul><li>Overview of Key Learnings </li></ul><ul><li>Case I: Fabrics Manufactures </li></ul><ul><li>(UI, Look n Feel & Call For Action) </li></ul><ul><li>Case II: Industrial gas plants.com </li></ul><ul><li>(Call for Action) </li></ul><ul><li>Case III: Auto Guide </li></ul><ul><li>(Ad Placement) </li></ul>
  2. 2. <ul><li>Easy Navigation Architecture- Easy for user to move within the information space and hence increase click through. </li></ul><ul><li>Huge Images draw more visitors to your site. </li></ul><ul><li>Placement of Buy leads – If you place your buy leads on top or above the fold they tend to yield better results. Also clear message with big font sizes and action button improves clicks </li></ul><ul><li>Google Ad Placements- </li></ul><ul><li>Placing your ad on top above or near rich content performs better than those below the fold. </li></ul><ul><li>Ads placed directly below the end of the article where user typically focused on reading tend to perform well. </li></ul><ul><li>Ads with font size not less than14px and increased line height and main text in normal font size as rest of the body content results in better CTR. </li></ul><ul><li>Don’t place link units above the ad unit as it decrease the CTR </li></ul>
  3. 3. <ul><li>Overview </li></ul><ul><li>Fabrics Manufacturers is an information vertical on all types of fabrics. </li></ul><ul><li>The vertical provides information on different types of fabrics, fabrics supplier directory, fabrics trade leads, trade events, product catalog, etc. </li></ul><ul><li>Also it features useful articles and interesting photo galleries to attract visitors to the vertical and draw indirect traffic to our category pages. </li></ul>
  4. 4. <ul><li>SCOPE OF IMPROVEMENT </li></ul><ul><li>Cluttered display of information and our 2 nd level categories were getting very less CTR (will explain with site overlay) </li></ul><ul><li>Difficulty to navigate a large information space (will explain with site overlay) </li></ul><ul><li>Fluid width template </li></ul><ul><li>Less buy leads </li></ul><ul><li>Sections like articles and photo galleries had less CTR </li></ul><ul><li>Proper flow of traffic was missing </li></ul>
  5. 5. <ul><li>Upper left corner gets most of the attention and the lower right least </li></ul><ul><li>Also, that two thirds of the attention go to left left half of a page or screen. </li></ul>Source: SAP DESIGN GUILD 40% 20% 25% 15%
  6. 6. Portals for larger screens: Complex screens (triptych design): Contd.. Many portals, especially those designed for larger screens, have a layout, where the work area is accompanied by narrow areas for indices, navigation links, news. Below Figure shows some of the possible layout variants: For complex layouts, the work area still gets most of the attention, but the areas to the left and/or right also get some, probably the one to the left more than the one to the right. Therefore, a so-called &quot;triptych&quot; design could place the more important infos to the left and the secondary info's to the right of the work area. I W W I I W I 15% 75% 15%
  7. 9. <ul><li>Content was organized & product navigation introduced on top </li></ul><ul><li>Use of white space & good-sized margins </li></ul><ul><li>Soft, neutral background colours </li></ul><ul><li>Navigation hierarchy </li></ul><ul><ul><li>Offered a two-level index where the second level is only displayed for the active top-level category. </li></ul></ul><ul><ul><li>Further hierarchy levels are offered - if needed - if a respective second level node is being accessed. </li></ul></ul><ul><li>Experimented with typography </li></ul><ul><li>Nice big text </li></ul><ul><li>Centered orientation </li></ul><ul><ul><li>Huge screens (32% browsing with resolution over 1440px) </li></ul></ul><ul><ul><li>Studies have shown that readability on screen will drop off as you go over 960px. </li></ul></ul><ul><ul><li>So we adopted a 1003px fixed width format for all our latest templates. </li></ul></ul>
  8. 12. <ul><li>Changes made in UI (The changes were done in week 29th jun-13th Jul) Comparison Chart Jun 29 th -Jul 13 th vs. Jul 14 th –Jul 28 th </li></ul>%Change observed over the week, changes were made   +16.04% Pageviews  +6.95% Average Pageviews  +19.03% Time on Site  -4.33%) Bounce Rate
  9. 13. <ul><li>Weekly Comparison Chart before & after the changes were done </li></ul><ul><li> </li></ul>
  10. 14.   May 2010 June 2010 July 2010 Pageviews 73018 66222 70768 Visits 35667 31067 29376 Page/Visit 2.05 2.13 2.41 Adsense CTR 10.12% 8.66% 4.03% Adsense 1498.52 1244.03 1071.81 Buy Leads 35 50 80
  11. 15. <ul><li>1) Improvements in Buy Leads </li></ul><ul><ul><li>Eg: Fabric Manufacturers: Increased buy leads by 135% </li></ul></ul>Contd..
  12. 16. <ul><li>Huge Images: Create visual impact, draw visitors to your site. High in impact </li></ul><ul><li>which visitors don’t forget soon </li></ul>From May-July, 228 pages were viewed a total of 30,138 times Unique Page views : 23,056 7.89% of site total page views vs. articles is 14.62%
  13. 18. > After implementation buy lead on top After implementing buy lead on top of every page there was 45% growth in enquiries. > On an average there were 22 enquiries but after implementation the enquiries grew at an average of 32%
  14. 19. Google’s Heat Map According to Google’s Heat Map > The colors fade from dark orange (strongest performance) to light yellow (weakest performance). > Ads located above the fold tend to perform better than those below the fold. > Ads placed near rich content and navigational aids usually do well because users are focused on those areas of a page. > In articles where users are typically focused on reading an article, ads placed directly below the end of the editorial content tend to perform very well. > Font size does matter. I tried decreasing the font size from 14px to 12px and saw a major drop of 50% in revenue. Then increased the font size and there was increase in revenue. > Line-height is imp. Increase in line height increased the CTR (explained in Auto Guide Example)
  15. 20. Before Change
  16. 21. <ul><li>Google adsense revenue avg of 20 days before implementation: 122 </li></ul><ul><li>Google adsense revenue avg of 20 days after implementation: 149 </li></ul>By increasing line height there was Growth of 22% in adsense revenue

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