Optimised user journey for a SaaS company
Navigation tests
Optimised user journey for a SaaS company
Creating a good user journey requires a deep understanding of how your visitors think. Getting these “mental models” right was the key when we redesigned the navigation for Courier Exchange.
89/100
WWW eco score
81.67%
more sales page visits
10.61%
more pricing page visits
3.97%
more sign up page visits
User tests
Testing to reduce uncertainty
Analytics and user tests gave us two key insights ahead of designing the new navigation.
Users visited the website home page to log in to the app. So, we couldn’t remove the button from the new navigation.
User tests allowed us to learn how website visitors understood the current navigation and our new alternatives.
Open card sorting
We asked 40 people their opinion on which web pages are related to one another. This helped us understand how visitors perceive the topics that we talk about.
On-site A/B testing
Then, we split tested the new labels in the existing navigation straight onto the live website. Our key metric was the number of visits to the key pages, and we’ve noted a significant improvement.
Tree testing
Finally, we asked people to use two different versions of the navigation to find key information on the website. This helped us pick the winning navigation based on how fast people completed the tasks.
Learning through iterations
We’ve launched the new navigation labels to everyone. But we only changed the text of links in the menu. This resulted in more visits to the key pages on the website.
Brand new navigation
With further reassurance from observing how people use the website, we had the confidence to develop and launch the entire new navigation, including rich mega menus.
Key learnings from this feature
You need to learn the mental models of users visiting your site.
Iterative changes are an affordable way of validating concepts.
Testing website changes aren’t limited to A/B testing.
Next story
Testing whether the client should invest in a multilingual website
This campaign was the first step to validating that we could increase the conversion rate by translating the entire website.
You’ll be one of a select few
We don’t work with just any business. We want to work with a select few that we cherish.
If this sounds like a partner you’d like for your business, book a 30-minute strategy call with our founder, Tomasz.
