Town of East Fremantle engages in analytics-driven website user experience audit

Published: Friday, 7 December 2018 at 4:45:08 PM

The Town of East Fremantle has a bold and visually striking website design that features their cool corporate colours in a unique modular format. While aesthetically pleasing, the Town wanted to reaffirm that their website content was easy to access and being utilised in the best possible way by the community.

Market Creations were engaged to conduct a website user experience audit in order to analyse and report on how users were engaging with the desktop, mobile and tablet versions of the Town of East Fremantle website. The audit consisted of two phases:

  1. Heat Mapping & Analytics Review
  2. Findings Report & Design Concept

Heat mapping software was installed on the Town of East Fremantle’s website to investigate how users were interacting with specific webpages as well as the homepage. The software recorded all website curser traffic including clicks, scrolls and curser movement.

The Town’s Google Analytics were also thoroughly reviewed to investigate how users were finding the Town’s website and a number of other key behavioural statistics. The heat mapping data and Google Analytics were reviewed and cross referenced to determine common trends and user habits.

Following the data collection phase, the results were summarised into a report which was accompanied by a set of recommendations. The recommendations put forward to the Town of East Fremantle included slight modifications to the homepage layout for the desktop and tablet website versions, content updates and additional modules.

Based on the findings and recommendations, a revised website design concept was presented to key internal staff at the Town of East Fremantle. The revised design concept was entirely analytics driven and geared towards improving the overall user experience.

Website user experience audits are a valuable process for any organisation to undertake. They provide clarification on how users are interacting with your website and how the website design can be modified to better facilitate a seamless user experience. After all, your website is one of the most valuable assets in your marketing toolkit!

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