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Home Page Redesign
Compare the Market is a price comparison website that offers customers to compare a range of insurance, energy and personal finance products.
Problem:
Home page has a high bounce rate, and confusing layout making it hard for users to find the correct products.
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Key Goals
Our objective was to create a design that would reduce the cognitive load on users, enhance visual appeal, and enable seamless access to relevant products.
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Help customers complete their goals & finish their journeys faster
Highlight the breadth of our product & service offerings
Make it more engaging & "meerkat"
Success metrics
Reduced bounce rate from the home page
Increased quote start volumes from the home page
Better page scroll & content engagement
Improved customer feedback and engagement.
Reduced time on page and shorter dropdown interactions
Empathise and Define
I started with an in-depth review of the current state of the home page, diving deep into our analytics and user feedback to identify key pain points, where users were dropping off, and potential missed opportunities.
To gain a comprehensive understanding of the current state of Compare the Market's home page, I conducted an exhaustive review of the current state.
My aim was to pinpoint pain points, identify areas where users were dropping off, and explore potential missed opportunities.
Tools
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Original Home Page
Findings
Through rigorous analysis of user feedback and comprehensive data analytics, I identified a critical pain point: users were struggling to navigate the home page to find a simple and intuitive entry point for product exploration and quote initiation.
Armed with this insight, I embarked on a mission to create easy access to our top products, while still allowing users to see and explore our breadth of product.
Home Page Heatmap
Key Painpoints
Ideate
I began generating design concepts by drawing inspiration from the best in the field and infused my work with the unique "meerkat" spirit that defines Compare the Market.
Given the home page's critical role as the main gateway to each product/vertical, I consulted numerous stakeholders and kept them informed throughout the project, recognising that any changes we made would have a direct impact on sales.
To ensure that my designs met the needs of both customers and stakeholders, I conducted multiple feedback sessions with the internal CX team and stakeholders to incorporate into the final design.
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Final design
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Key features
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Easy to access product catalogue.
Users can now easily access products and sort based on type, access that was much needed to users and caused confusion when they couldn't access products via more information.
Faster navigation
A prominent icon menu replaced the standard scroll menu that users had difficulty navigating due to a lack of distinction between text.
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Bringing the love we receive from customers to be easily visible and help users feel more secure in the brand.
Social Proof
