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Customer Success Story: Moderated Website Exploration

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Overview

Moderated usability studies are an established method to identify issues and pain points regarding effectiveness, efficiency and overall user experience of a digital asset. Users today hold high expectations for digital content that is easy to access, navigate and understand. Users’ impression of a website has a huge influence on how they perceive a company and their products. Understanding the paramount importance of this issue, our partner and client, Blackbaud, enthusiastically joined forces with Userlytics and Mouseflow, a behavior analytics platform, to assess a webpage’s overall user experience, with a focus on navigation and how users would request a demo. To support the existing team and to include an impartial perspective, teams from Userlytics and Mouseflow were brought on board to uncover gaps, explore opportunities, and pinpoint areas of concern throughout the users’ website journey.

The challenge. Case Study of Moderated Website Exploration.

The Challenge

The idea was to introduce the user to Blackbaud, a leader in software solutions for social impact organizationssuch as non-profit organizations and educational institutions. The primary goal was to identify users’ perception of the navigation menu, how they would identify relevant pages for themselves and finally how they would request a demo on the website, including their impression of the required form. We strived to find areas of confusion or struggle, researching the reasons behind these problems and looking for possible improvements and solutions.

Case Study of Moderated Website Exploration. Platform Userlytics.

Discovery

Before attempting this challenge, the team started with gathering user insights from the client’s website using Mouseflow. The focus here was to identify the exact pages and elements where users struggle or drop off, using tools such as heatmaps, session recordings and form and conversion funnel analytics. Watching user sessions recorded with Mouseflow, the team was able to identify that Blackbaud’s website visitors struggle with the navigation menu, confusing terms and struggling to single out products matching their needs. By using form analytics and funnel analytics, the team was able to spot the relatively low conversion rate of the demo booking form and little interaction with CTAs on the product pages. This data gathered allowed the team to define the key areas that required attention and the main goals of the research, such as identifying users’ perception of the navigation menu, how they would identify relevant pages for themselves and finally how they would request a demo on the website. This encompassed a thorough examination of 3 key pages on the webpage – Homepage, a product page depending on the users sector, and the demo form.

Case Study of Moderated Website Exploration. Platform Userlytics.

The Approach

Case Study of Moderated Website Exploration. Platform Userlytics.

The Insights

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