Step Four: Test the Hypothesis
In this case, testing the hypothesis involved redesigning the site, with improved navigation, and a “call to action” at the end of each bio, leading the visitor to “Learn More” about another laureate. (Based on our research and experience, we were pretty darned sure this was the answer. We recognize that redesigning a website is a big step, and one that we don’t undertake without investigation and consideration.)
We chose a palette rich in hues drawn from traditional awards—gold, silver and bronze—and patriotic reds to create emphasis and tie our nation’s identity with its ever-growing number of medical heroes. We also juxtaposed historical and “recent” photography to underscore the continuity of excellence this country is home to.
Our redesign included an improved CMS to make it easier for staff to change the featured laureates to take advantage of events that create additional awareness of their work.
Step Five: Analyze the Data
As expected, the Google analytics for the redesigned CMHF site indicated that the exit percentage was reduced, which means that fewer people are leaving after viewing a single laureate bio. Visitors are reading more, and staying longer.
15% LOWER EXIT PERCENTAGE
Currently, the exit percentage is 15% lower than it was for the previous site; however, at the time of this writing, the site is still fairly new, and we’re monitoring analytics to continue to improve site traffic, and users’ experience.