Homepage Content Survey

Role: Lead UX Researcher

Methodology: Unmoderated Testing

Research Type: Survey

Conducted: August 2023

I led generative research to discern user motivations, objectives, and perception of brand identity, utilizing findings to inform content prioritization aimed at enhancing customer satisfaction to usher driving revenue growth for the eCommerce website.

The details below are a synopsis of a large project. I would love the opportunity to talk with you about this in deeper detail and address any questions you might have.

Background

The overhaul of our equipment rental company website caused the need to re-evaluate and re-design our eCommerce website homepage. Research was conducted to better understand what our customers want to see on our homepage by gauging their motivations for visiting the homepage. Generative research was conducted to better understand who is using our homepage, why they are using our homepage, and if they were successfully understanding our brand as an organization. The answers to the questions from this research guided what content to prioritize in order to meet the needs of our customers and in turn increase the revenue of our eCommerce website.

Research Goal

Understand the reasons why customers are utilizing our website homepage, as well as understanding the content that is most important to them so that we can highlight that information and therefore increase user interaction and eCommerce revenue.

Research Questions

  • What purposes are people using our homepage for?

  • What content is useful / not-useful to include on the re-designed homepage?

  • What are users’ motivations for visiting our website homepage?

Method

eCommerce website intercept survey

I employed this methodology to engage our users at a critical touchpoint—the website homepage. Upon arrival, visitors encountered a survey pop-up, allowing them to opt-in and participate, providing valuable insights into their preferences and behaviors.

Questions asked included asking why they were visiting the website today and what kind of content they were most interested in seeing / interacting with on the page.

I received 1,171 responses over a 4-day period of time.

Crucial Insights

  • 63% of visitors' goals were to rent equipment

  • The content that is most important to participants to see on the homepage is the equipment that we offer for rent, and how to rent with us.

Impact

This research validated previous research by confirming that users primarily visit the website to rent equipment, leading to a strategic emphasis on enhancing the eCommerce rental experience.

Learnings

  • I was so surprised at how many responses I received for this research! It goes to show that with a few simple questions, the insights gained can be incredibly impactful.

  • If I were to do this again, I would ask 1–2 more demographic questions to get a better understanding of participants fields and roles to further compare and contrast findings.