by Dr. Gil Dekel.

Following a complete re-think and re-design of web pages, we have achieved:

  • 55% more traffic
  • 53% more entrances (meaning this is more often the landing page)
  • a better bounce rate
  • a better exit rate.

 

Comparison of before and after a website design.

‘Before’ and ‘After’ the design

 

To make sense of these figures we compared them with stats of another page on the website. The other page was not re-designed at all. That page did not see any increase in traffic for the same period.

Google analytics screenshot 5-5-2017, showing increase in web traffic.

Google analytics screenshot 5-5-2017, showing increase in web traffic.

Google analytics screenshot 5-5-2017, showing no increase in web traffic.

Google analytics screenshot 5-5-2017, showing no increase in web traffic.

 

How the increase was achieved? 

LibGuides is an online platform used to manage files and create websites for libraries. The layout of pages is based around adding content into ‘boxes’ that would then ‘stack’. The problem is that ‘stacking’ may prevent clear flow of information from one ‘box’ to the other; and may not encourage creating logical structure and navigation. This is bad for users, and bad for search engines.

A solution? We have designed pages without ‘boxes’, creating natural flow of content (text). We have also developed clear navigation, and engaging graphics that Call to Action. These graphics (scroll down to view) rotate each week, as they contain information relevant to the students’ academic calendar. User’s experience is the first consideration when developing your websites.

Examples of Call-to-Action graphics:

25 April 2017. Update 8 May 2017.

All imaegs © Southampton University/Shutterstock.