Simple UX optimizations lead to improved visitor engagement and retention for Workforce WindsorEssex.
This case study highlights the importance of conducting regular UX audits on your website. Simple UX optimizations can make a big impact.
Workforce WindsorEssex
Design + Build
Workforce WindsorEssex is a workforce and community development board whose mission is to lead regional employment and community planning for the development of a strong and sustainable workforce.
The website features over 950 pages of content and sees an average of 68,884 visits a month. The types of users that frequent the site are varied and include: jobseekers, employers, students, educators, workforce boards, and other government agencies.
Rather than undertake an entire website redesign, the desire was to build on the strong foundation that was already in place. Elev8 was tasked with improving the website navigation, reducing visitor frustration and enhancing the overall usability and effectiveness of the website.
To make the most of the allocated budget, we relied heavily on Google Analytics to help identify problem areas. Decreasing rates of returning visitors, page depth and session durations were indicative of potential issues with visitor engagement and retention.
The site navigation consisted of 4 different layers of menus along with some inconsistent labels and unfamiliar brand terms. Additionally, the home page included over 70 different links, all of which were resulting in confusion and decision fatigue with visitors.
Through our analysis, we also discovered slower load times, particularly with the home page. This can negatively impact user experience, brand perception, search engine performance and more.
The process was broken down into the following phases:
01 Research
Analytics review
Performance audit
02 Define Users
Audience analysis
03 IA
Content audit
Site map
05 Design
Wireframes
High fidelity prototypes
06 Development
Template & style updates
Job search integration
Performance optimization
Elasticsearch implementation
07 Launch
Deployment
Monitoring & continuous improvement
UX optimizations included:
The UX optimizations were deployed on January 5, 2022. With just 30 days since launch, we’re already seeing encouraging KPIs:
Returning Visitors
Sessions Per User
Avg. Session Duration
Pages Per Session
Bounce Rate
Home Page Load Speed
In the digital age, your website is often the first interaction potential customers have with your business. Make it unforgettable with Elev8 Web Studio! Our team of experts is dedicated to crafting remarkable online experiences that captivate your audience and drive results.
