Data-Driven Homepage Redesign Improves User Experience

Spartanburg Regional Healthcare System
Spartanburg, South Carolina
2 minute read

Research-backed enhancements improve overall user experience (UX) and take home industry award honors.

Opportunity

The Spartanburg Regional Healthcare System website was about to undergo a homepage redesign. But first, Geonetric wanted to analyze how users were engaging with the current layout and use that data to drive design and content decisions.

Outcome

By analyzing scrollmapping, heatmapping, and link tracking data, the Geonetric team identified opportunities for improving navigation, page load speed, and calls to action.

Impact

Since launching the new homepage design, Spartanburg Regional is enjoying decreased bounce rates and increased mobile site visitors. And, it took home a Silver for Best Internet Homepage from the 2017 eHealthcare Leadership Awards.

Awards

eHealthcare Leadership Award winner logo

“Geonetric’s research and planning helped to guide design decisions and create a homepage optimized for user experience. The recent award for homepage design attests to our thought process and work on the project.”

Jenny Connell, Director of Digital and Interactive Media
Spartanburg Regional Healthcare System

Spartanburg Regional Healthcare System is known for their technological excellence. That drive for quality extends to their website as well, and the organization recently embarked on a redesign for their homepage.

The goal of the redesign was not only to improve the look and feel of the homepage but also to make structural changes that could improve overall performance. Together with their web partner, Geonetric, the team dug into data to see what was working and where there was opportunity for improvement.

Using Data to Drive Decisions

To get a comprehensive picture of how current site visitors were interacting with the homepage, we added heatmapping, scrollmapping, and link tracking to the site and analyzed the data on both desktop and mobile. As part of the tracking, we also reviewed site search usage on the homepage to see what content users were relying on search to find.

From enhancing labels to using the secondary navigation more strategically, especially for job seekers, changes to the navigation were identified that could immediately improve the user experience. There was also an opportunity to enhance page load speeds by removing lesser-used homepage features, such as “News & Highlights”, and streamlining code behind the scenes. In addition, images and banner topics caught users’ attention and could entice more interaction by adding calls to action.

Make Changes with User Experience in Mind

Armed with the user research data and digital strategy recommendations, Geonetric began working on a new homepage design.

Building on the visual elements that were working, we enhanced the hero banner at the top of the page, adding large buttons that incorporated direct calls to action. In addition, a more modern, card-inspired layout added engaging visual elements.

Site search data also suggested changes to the primary and secondary navigation labels to better match search queries. For example, “Care & Treatment” became “Services.” In addition, the icons in the task-based navigation were enhanced to be more eye-catching.

The new design reduces the amount of footer space yet still offers enhanced social media icons and new labels on the secondary navigation, such as “For Employees” and “Careers.”

Spartanburg Regional home page screenshot

Redesign Enhancements Lead to Improved UX

The new homepage is visually engaging, user-focused, and delivering impressive results. Since launching the new homepage design, Spartanburg Regional is enjoying decreased bounce rates and a 57% decrease in site search usage. Prior to the redesign, 2.45% of homepage users engaged with site search; after the redesign, 1.06% of homepage users engaged with site search, signaling that users are more comfortable using the navigation to deliver what they’re looking for.

The new homepage also has seen an increase in clicks on the main navigation, particularly on the renamed Services link, which has proven through increased interaction to be an improvement over the previous Care & Treatment.

In addition, the percentage of mobile users on the site has increased dramatically, from 41% to 60%.

And, the new homepage isn’t just catching the eye of site visitors. It also took home a Silver for Best Internet Homepage from the 2017 eHealthcare Leadership Awards.

Data-Driven Homepage Redesign Improves User Experience