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Quick facts
My Role
Freelance UX Consultant
Duration
3 weeks
(September 2022)
Team Members
Creative Director
Product Owner
Developers
Engineer
Client
HLK Agency
Toolbox
Sketch
Wordpress
Google Docs
Deliverables
UX Audit
Information Architecture
Mockup
Overview
The RoundUp Ready Xtend System of Choice landing page is the first website touchpoint for consumers navigating from paid media placements (digital media, print, radio, etc.). With sales season fast approaching (fall/early winter) soybean farmers are beginning to look at this year’s harvest results and build a sentiment towards certain products and varieties and evaluate what their crop and herbicide system plan will be for the next year (stay the same or adjust some elements). RoundUp Ready created the System of Choice site to help aid farmers, dealers, and retailers in their quest to find and purchase necessary resources for their crops.
Goal
The data showed an 80% bounce rate that occurred when users scrolled about a quarter of the way down the page. This caused users to not engage with any of the forms or CTAs further down the page, hence missing the opportunity to find the information they needed and reducing leads for RoundUp. I was hired to evaluate their current site and provide UX improvements that would help the company to meet its established success metrics and deliver a more valuable experience.
RoundUp needed the following enhancements to their site:
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Improve conversions by at least 60% based on scroll-depth metrics by reordering content so more users see the call to action
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Elevate the prominence of the XtendFlex soybean messaging given the shift in focus from the system to XtendFlex soybeans
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Dynamically organize content based on the traffic source and/or message clicked
Auditing the existing landscape
After evaluating the website, I immediately identified the main pain point that users were experiencing. The interactions between pages were unexpectedly long and excessive which caused the user to have to scroll continuously to see more content. Additionally, the main navigation menu was hidden, the key CTAs were at the bottom of the page, and the soybean information was not easily seen.
On mobile, the site performance lagged and would often crash or become unresponsive. Some of the content was cut off and was not able to be viewed on screen which caused confusion on where to navigate next on the site.
Redesigning the experience
After sharing my findings with the product team, I created an optimized landing page version that captured all of the client goals and would directly impact the success metrics. My improvements included:
Moving the main navigation to a more visible location
Combining similar content for a better site flow
Reorganizing pages to lift the important CTAs higher on the page
Decreasing the number of interactions and micro-interactions
Implementing more than one way to collect subscriber information
Problem: Excessive Scrolling for Information
The initial experience started by forcing the user to scroll approximately 6-8 swipes on any device for relevant information to appear on the screen. This is the exact spot where the majority of users abandoned the flow. Additionally, there is no visible navigation menu for users to navigate to specific content.
Solution: Improved Interactions & Nav
I designed a more efficient beginning experience that provides the user with the most pertinent information upfront and gives the user immediate access to navigate to their area(s) of interest instead of following a predetermined path.
Problem: Buried CTAs & Disjointed Flow
The email collection and purchase locator were located at the end of the user flow, which wasn't ideal for high user engagement. Additionally, there were pages that contained related information that could be combined or connected in a better way.
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Solution: More User-friendly IA & Flow
I updated the information architecture of the site and moved the key product higher on the page. I also incorporated 'Next' CTAs on pages with related information for a smoother experience when users are learning about certain topics. As a result, this shortened the scroll time and decreased/eliminated the number of unnecessary interactions.
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Launch
The redesigned System of Choice was launched in July 2023! There were a couple of client delays that prevented the website from going live during its expected launch date; however, the first iteration was released. In future iterations, the email collection will be implemented as long as a few other features. I know that once it is live to the general public, we are going to see a much better conversion rate and increased email subscriptions.
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