Ideagen Navigation Redesign

The Brief

During the weeks and months following the launch of a full website re-design, we kept a close eye on our user behavioural data (using CrazyEgg monitoring) and Google Analytics data and noted improvements that should be made to improve user experience and conversion rates.

A number of key learnings were taken from this user research, including:

• General users were unfamiliar with the style of vertical navigation we had implemented
• Important, high traffic content wasn't easily accessible
• Site search was under-utilised and not very intuitive
• Long scrolling lists for larger sections were inhibiting quick scanning of options

From these findings, we created a detailed list of changes, with the aim of improving user experience, site performance and conversion rates for product demo requests and general enquiries. These changes included:

• Switching to a more conventional. horizontal navigation to alleviate user anxiety and unfamiliarity - a barrier to a good user experience
• Re-ordering navigation items to allow the more heavily trafficked pages to be found quickly
• Re-positioning site search and changing it's design to a simple input box/submit button combo
• Introducing featured content banners to help push marketing campaigns and drive conversions

The resulting data recorded after the update showed great improvements in:

• Site traffic +14%
• Bounce and exit rate -2%
• Converstion rate +10%