- UX Case Study
Aligning website architecture and reducing navigational clutter
How we increased web traffic by 20% and conversions by 15% through navigation and architecture alignment, and by implementing strategic UX improvements.
Project overview
The challenge
We set out to understand what our users wanted from our website and the obstacles they were facing in order to clear their path to purpose.
My role
Lead UX designer, responsible for information architecture, wireframing, redirect strategy, usability monitoring, and project management. Collaborated closely with SEO, product, marketing, and development.
Duration
6 months
Team size
9 people
THe problem we solved
We reviewed customer feedback, analytics, and SEO, and determined that users wanted to find product information but were having issues.
High volume of CRM cases
We saw a high volume of daily cases in our CRM, 95% fell under the category “product”.
High visits and high bounces
A number of pages on our site, including pages with the highest visits, had abnormally high bounce rates.
Impressions high, clicks low
In organic search, our pages had high impressions but low clicks.
The Process
Our research and analysis directly informed our decisions to adjust the information architecture and content strategy to more clearly present paths to products and product information.
Discover
Gather analytics, search insights, CRM data
Define
Identify themes and determine highest impact solution
Design
Information architecture, wireframing, content strategy
Deliver
Implementation for global master and United States
Key design decisions
Clean up information architecture
We reduced the total page count from 98 to 36 (not including blog articles) and aligned navigation and architecture.
Content organization & SEO strategy
We evaluated each page of the website and organized the content on individual pages and across the site to more clearly present information and define paths to product. We improved search keywords as well.
Product data improvement
We improved the content displayed on key product pages and ensured that users would see the correct products at each level of hierarchy in the product catalog.
Project results
The updated architecture and content strategy increased traffic and conversions, helping users better achieve their path to purpose.
-62
Pages
+20%
Web traffic
+15%
Conversions
Business impact
By aligning navigation with the architecture and removing duplicated content, we increased visibility in organic search.
Improving the content strategy, keywords and architecture of the site contributed to an increase in conversions.
Reducing architectural clutter also made it easier for the business to manage the site.