About the Project An exciting high visibility project across the Shaw organization which involved extensive research on what makes a homepage of a website successful and the development of a content and optimization strategy. The backbone of this project was based upon the optimization strategy and how specific content would be served up based on IPs of non-Shaw customers and Shaw customers. The resulting data showed overall improvement with stronger engagement and conversion rates (1.3%). Due to the sucesss of the project, I was asked to present the project process to the Online Experience team of 50+ peers at our quarterly meeting.
Goals and Business Objectives Objectives of the redesign were to reveal more content higher on the page, reduce bounce rate, make content simple to digest and encourage engagement. Repeatable tasks were made more prominent for the customer, segmented and customized content was produced and the masthead was re-designed to provide better accessibility.
My Role I worked closely with the eCommerce Manager to define the key measurable optimization goals based on customer feedback gathered from the call centre and online form, as well as analytics data pulled from the site. We used data to define our success. I worked independently and collaboratively with the Shaw Online Experience team through research, content strategy, copywriting, wireframes and design.