What was the problem?
Page layout has an incredible influence on a user's path through a website. The editors were making a concerted effort to create quality video content and compelling photo galleries, but user engagement just wasn't what it should have been.
- How do we get more users to watch our videos?
- How can we keep the user happily scrolling through a gallery?
Bauer Xcel Media
- My role - Design, UX, A/B testing, data analysis
- Tools - Photoshop, Illustrator, Coda
- Platforms - Optimizely, Google Analytics
What was the approach?
Experimentation, iteration, and optimization
Sometimes a simple change to a template can instantly increase KPIs, sometimes a template needs to be completely changed for the best user experience.
- Move the Video player to the very top of the page.
- Scrolling on mobile is up and down as opposed to swiping right to left.
- Interstitial ads on single page galleries.
- Simple buttons pointing to another gallery at the end of a single page gallery.
What were the learnings or compromises?
- No surprise about moving the video to the top of the page. If it's important, it has to be at the top of a page.
- If monetization is the important metric, don't get bogged down on page views. They can be apples to oranges
- Lazy loading of images improved the user experience by decreasing load times.