Web-Site Optimization Research

When we decided to create the company web-site, our main concern was to create a web-site whose design and content would resonate with current and potential clients and partners. With the goal to growth our business and our target audience in mind, we decided to test the web-site design concept before spending time and money in development. Due to budgetary constraints, this test was preferred over a more costly A/B split testing at this stage.

We deployed an online test to a sample of potential customers and partners, collecting feedback on different aspects of the home page. The results indicated that although the web- site concept received very high positive scores on design and message clarity, visitors had problems with the amount of information shown. The color palette presented its own issues by polarizing visitors who perceived the colors to be gender specific. Finally, the unique value proposition for the agency was unclear, so visitors were unable to differentiate us from our competitors. These insights supported the decisions to change the design and focus the content to better serve our business goals.

A new design emerged, which was then submitted to a second test. This time, a comparative analysis indicated that the new design was considered 100% better than the first one by the same audience and that all major issues were solved. We were then ready to go into the development phase, knowing that our web-site will do a better job at communicating with our target audience.