Conversion rates are always a key focus for improvement. During a user flow analysis of 2.7k desktop users and 3.6k mobile users, I observed that users predominantly initiated the ordering process via our secondary CTA buttons. In contrast, our primary CTA, positioned above the fold, experienced significantly less interaction. Specifically, the click rate for our primary CTA was 27% on mobile and 39% on desktop, while the secondary CTA achieved 34% on mobile and 46% on desktop.

A scroll depth analysis on the same user set revealed that we lose about 50% of our users below the fold, meaning half of our audience never even see the secondary CTA buttons. This finding was supported by Google Analytics, which showed a drop-off rate of 48.6% on desktop and 43% on mobile.

While the drop-off rate wasn't excessively high for a landing page, the fact that the secondary CTAs received more interaction than the primary CTA, despite being placed much further down the page, was intriguing. This discrepancy became more understandable upon closer inspection of the CTAs: the primary CTA wasn't really a CTA at all.

Buttons have been around the internet for a very long time. Users are used to interact with them. Our secondary CTA buttons, labeled "Order" and placed near the Broadband Speeds section, were both attention-grabbing and had a clear information scent. On the other hand, the primary CTA was designed as a search field without a submit button, lacking a clear label and being relatively discreet, which led to it being overlooked.

To address this, I proposed adding a "submit" button to the search field. The primary goal was not to encourage users to click the button, but rather to draw more attention to the search field itself, making it look more like a traditional search field that users are accustomed to.

Just a month after implementing this change, orders increased by an impressive 7%, with no concurrent campaigns or offers. Interaction with the primary CTA rose by 24%, and the drop-off rate decreased by 3%. Year-over-year comparison showed a 24% increase in click rate on desktop and a remarkable 51% increase on mobile.

Note that we see little interaction with the button itself. Rather, its existence seems to enhance the information scent of the input field, which was desired.

To ensure cost and time efficiency, the button added to the primary CTA is a copy of the secondary CTA buttons, visually grouped with the search field. If the search field is empty, clicking the button triggers a modal with the same search field, which isn't ideal. This setup should be refined, as the need for a submit button has been validated. However, click rate analysis indicate that most users don't use the button; instead, it serves effectively as a visual cue for the primary CTA.

During a customer portal audit, it was discovered that only 3.9% of logged-in users visit the "Erbjudanden" (Offers) page. Given that rewarding loyal customers is a core value of our company, this low engagement with the Offers page was a significant concern.

In a brainstorming session, several potential issues were identified:

To assess the menu label's effectiveness, I analyzed Google Trends and found "Erbjudanden" (Offers) is the most commonly searched term compared to its synonyms. Thus, the term itself isn't the issue.

Reviewing competitor portals, I noticed a trend of using "Mina erbjudanden" (My offers). Using a possessive pronoun could reduce cognitive load and make it clear that the content is user-specific.

A mouse tracking study of 760 users showed minimal interaction with the Offers menu item, confirming the low page visit numbers. Enhancing the menu label's visibility by adding some kind of indicator could address this and also inform users if new offers are available at a glance.

A screen size analysis of approximately 5,000 users showed an average mobile screen fold at around 550px. With 86% of our users accessing the portal via mobile, placing important information above this fold is crucial.

Only 48% of visitors to the Offers page were referred by marketing emails, and with an email open rate of just 4.9%, many users never see these offers. This underscores the need to highlight offers more prominently within the customer portal.

To address these issues, I implemented the following changes:

1. Revised Menu Label: Added a possessive pronoun to the label ("Mina erbjudanden") to clarify that the content is personalized.
2. Text Indicator: Included a text indicator with the menu label to show the number of available offers and highlight new additions.
3. Dashboard Widget: Added a widget on the customer dashboard, visible above the 550px fold on mobile screens, directing users to the Offers page.

A month after these changes, organic traffic to the Offers page increased from 3.9% to 33% of total logged-in users. Year-over-year comparison showed a 21% increase in traffic.

Interaction analysis with 3.8k desktop users and 5.3k mobile users showed increased engagement with both the navigation item and the dashboard widget.

We considered using a badge notification to signal new offers but decided against it due to technical limitations and potential user stress from persistent notifications. This feature could be revisited in the future to further boost traffic to the Offers page.

While it might be beneficial to display the offers directly or in a truncated form on the dashboard, it's essential to consider user priorities. Most users primarily visit the customer portal for invoices and services. Adding offers alone to the dashboard could distract them from their main tasks.

A potential solution is to redesign the dashboard into a more widgetized format, where invoices, services, and offers are presented side-by-side. This approach could enhance scannability and better highlight the offers without compromising the user's primary goals.