Oracle Mobile re-design

RolE

Duration

Stakeholders

Research, UX, UI design

3 week delivery

Web analyst, Marketing director,

Graphic designer, Engineer,

Website tracking specialist

BackgrounD

Oracle's global campaign pages are designed with a desktop-only approach.

This is because the websites are designed in the US, where 85% of web traffic comes from desktops.

These responsive sites are then rolled out to EMEA, JAPAC + LAD.

Challenge

75% of EMEA traffic was generated from mobile however, it received 50% fewer clicks than mobile
Time spent (TS) on mobile was 64.8% lower than on desktop
The task was to research problem areas and redesign the mobile experience to improve click-through rate (CTR) and time spent and overall engagement for CFO's.

Highlights

New UI design component incorporated
Time spent increased from 0:19 to 0:21
Average click rate increased from 1% to 1.3%
Impressions increase by 6% after 7 weeks
Event CTA increased from 0.01% to 0.05%

Research

Web analytics + heat maps for research

To understand the cause of lower CTR and time spent on the mobile site, I used our website data alongside heat maps to pinpoint the highest and least performing areas.

Overall I found that demos, reports, e-books, and two-themed videos were the most engaged with content areas. These content pieces offered details on the effectiveness of Oracle's products, which CFOs (our core users) needed in order to make informed decisions on which products to purchase (Confirmed Via LinkedIn study). Whereas landing videos, and events, were the least interacted with areas. They were also the content pieces that provided CFOs with fewer insights into our product's capabilities.

'Request a demo' popularity

Visitors were not engaging with components based on the chronological order content / CTA’s were presented in. They were selective with the information they selected and clicked on CTA’s which brought up information that gave them a taste of our product offering.

Within our first component we had a video, demo, chat, and contact CTA. Request a demo received 0.77% CTR, however, the other CTA’s received an average of 0.3% CTR.

Reports + eBook best performing content

The second component consisted of two content pieces. Both received high CTRs, which confirmed our findings from LinkedIn’s competitive analysis which outlined that CFOs (our users) sought after reports containing data on market trends, more than any other content piece. The report received 10.4% CTR and the ebook received 4.4% CTR making this the best performing area of the site.

Most engaged with themes

The third component outlined 5 themes within the campaign. The order of the offering and CTRs are listed below. The top two were selected however the following three had lower interactions. This posed a problem for Oracle, as there were sales targets outlined for each of the listed themes, the website's aim in supporting this is to generate inbound awareness of the themes which will be followed up by sales. Each theme was expected to have a more equal engagement than what we saw.

Risk 0.95% CTR
Auto close 0.84% CTR
M&A 0.41% CTR
Insights 0.19% CTR
Business 0.17% CTR

Event promotion

Finally, the last component of the page was the events section, which had the least amount of engagement. This received an average of 0.1% CTR and 0.03 average time spent.

Wireframes + testable assumptions

Image vs Video

Switch low-performing video (0.3% CTR) with an image of our product, that includes image text; as images paired with text improve message retention by 65%. This aligns with the business aim of the site which is to provide awareness of offerings.

Hypothesis:

removing the top video will give visitors improved focus on other elements of the website, thus increasing CTR.

Consolidating events promotions into one CTA

Initial events CTA’s received 0.1% CTR and 0:02 time. The full removal of this component was not possible as a key marketing KPI was cross-promotion, so I suggested adding only one CTA to remove unnecessary space and information.

Hypothesis:

creating one event CTA and moving it higher up will provide insights into whether events are undesirable on campaign pages, or if they were simply presented in the wrong way.

Introduce theme carousel

The previous component involved clicking on the arrow, selecting the themes, reviewing content, then following the same steps to see other themed content. The carousel would provide a complete view of themed content with a simple swipe

I kept the previous order of the themes within the new design to provide insights on whether it was the previous layout or simply the content which was causing the lower CTR of the last three themes.

Design justification for this was based on Fitt’s Law “shape, spacing, and size can lead a user to understand a situation and take the desired action. This will help support and amplify a function.

Hypothesis:

the carousel will increase clicks of the last three themes as there will be fewer actions required by users to view this content

NEW DESIGN DIRECTION

Limited Imagery

My initial aim was to replace the landing video with an image. The image would have been of a real person using one of the products that were outlined in this campaign, However, such images were not in our archive library.

We also did not have the budget to produce new photography, Thurs we repurposed existing content and switched to a static image of the customer. The assumption here was based on Niewlson Heuristics which outlines that we should remove unnecessary content, to allow for increased interactions in other areas of our site.

Carousel titles

Secondly, the wireframe titles within the carousel section did not translate well when producing high-fidelity designs. This is because they appeared as CTA’s and not titles. I opted to leave the text unboxed so that it would appear as titles.

After

BEFORE

Video to static image

Multiple event offerings were presented to single event CTA to remove unnecessary space. Events CTR rose from 0.01% to 0.05%

Content section reminded the same as it was the best performing component

Themed drop-down selection changed to an open carouse view

Retrospective

Lack of exposure to CFOs (our main users) and limited resources containing CFO reviews on mobile sites, meant that I was unable to understand why certain areas of the site were engaged more than others.

If I were able to build on this project I would observe CFOs interacting with our various campaign pages to see where they gravitate to. I would also interview them to understand why these areas pull them in. This would allow me to improve our offering further.