Overview
Challenge
The Casey Foundation releases a yearly publication (available for users to download) that provides information on America’s child population at both a national and state level.
Using historical data from previous years, Seer’s goal was to provide recommendations that would ultimately increase traffic to key conversion pages while driving more Report Downloads year-over-year.
Approach
Through behavioral analysis of Hotjar heatmaps and data from Google Analytics, Seer discovered pain points in the user journey to conversion, including:
1) Too many options on the page at a time
Heatmaps uncovered that the primary CTA to convert was the least engaged with link on the report landing page.
2) Unclear / lacking CTA from the homepage
Despite the homepage being the highest trafficked page on the site (where most users started their journey), it had a less than average conversion rate for report downloads.
Execution
1) Minimize all potential distractions
Change the page layout to require fewer steps for users to convert:
2) Optimize for desired user path
Feature a more prominent, clickable CTA design from the homepage:
Results
The insights from Seer's analysis of Hotjar and Google Analytics data led to an increase in traffic and conversions on key landing pages."The Casey Foundation has long encouraged nonprofits and public systems to make change for kids and families based on data and what works. When Seer offered new on-site strategies — based on user behavior — to improve how our readers accessed the Foundation’s KIDS COUNT Data Book, we felt confidence as we iterated our designs.
While the metrics of this project’s success mostly center around marketing conversions, the true benefit is that more individuals were able to learn about child well-being in their state and, hopefully, start to create change."