Problem statement
How might we lower the
bounce rate & improve the reach
of AU Wellbeing content & the hub.
Key Analytics
Mobile vs Desktop
Visual representation by traffic volume
Scroll depth review
A lot of user traffic isn’t being exposed to the content lower down on the page.
Observations & opportunities
In this experiment I wanted to look carefully at a cluster of the low performing content to obsewrve patterns
Make it stand out
In this experiment I wanted to overlay 20 low performing content articles to show the business visual patterns and similarities.
Walls of text
The user is being greeted with the same output. The business is expecting a different result.
Lack of variety
Variety is the spice of life... And of content!
Let’s not build a wall after all...
Accessibility impacts: Walls of text can be daunting and off putting for all users. For those with accessibility challenges they can be even worse...
Existing Content Journey Flow
Solution Design
Guideline Creation & Implementation
Content writing creation with governance
Digitised website content build form that dynamically draws in relevant guidelines as required and acceptance criteria for asset supply, WCAG & SEO.
A/B testing path
A few content variant A/B tests to prove uplifted performance.
