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When the Woolwich first introduced its revolutionary Open Plan account it started a major new trend in offset mortgages. However, their web stats indicated that a high proportion of visitors to their corporate website were leaving before reaching the Open Plan home page.
John Waddington carried out a site optimisation review and identified that a likely factor contributing to these disappointing click through rates was the lack of user focus on the home and hub pages. The emphasis of the existing information architecture was on product categories, not on links that supported user goals.
John recommended trialling a new version of the home and hub pages which supplemented the site wide navigation by task based links. Within 10 days of implementing these changes, clickthrough from the home page had increased by over 90%.
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Sites optimised by Fen Digital
Call handling, phone answering services
Electricity meters
Period ironmongery
Cambridge wedding photographers
Suffolk hotels
Contemporary sculpture
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