Website footer enhancements
The problem:
The footer on the Brass Light Gallery website was experiencing low click rates. A secondary issue for the general site was a need for increased email signup.
My approach:
I analyzed the page on desktop, laptop and mobile. An issue that I immediately noticed was the page did not display correctly on tablet and mobile. Another issue I noticed was the footer did not have an email signup section. The footer sections were unorganized, difficult to read and didn’t offer much value to the website. My hypothesis for the footer section: organizing the sections into columns and creating a new section dedicated to email signup would increase click through rates as well as email signups.
I interviewed members of the sales team, upper management and website visitors for feedback on the footer interaction. A lot of the feedback centered around the lack of organization and overwhelming amount of information displayed in the footer section. I found that the sales team was an excellent resource for understanding the target audience. The sales team informed me a lot of the customers pain points when interacting with the websites footer.
I created wireframes and comps of a new footer that offered a better mobile experience with a new section dedicated to email signups. The comps changed the layout of the footer links to a column based look. The new email signup section offered a clear form entry along with a call to action button. After creation of the comps, I presented the comps to the stakeholders and gathered feedback and approval. The design updates were passed on to our web developers where they implemented the changes within a week.
Data was monitored though our email signup programs as well as Google analytics.
Results:
The footer enhancements created something that was easier to read along with a section dedicated to email signups. The results were an increase in clicks / interaction on both desktop and mobile formats. There was also an increase in newsletter email sign ups per month seen through the data in our email program. The pre-change average was 55 new subscribers per month and the post-change average updated to 95 new subscribers per month.
Page link:
https://www.brasslightgallery.com
(Link dated: 02/15/2021)
Desktop screenshots
Before enhancements (desktop)
Cluttered with little white space and hard to read fonts.
After enhancements (desktop)
Organized in a column based structure with added white space to increase readability. Addition of an email signup section to increase customer signups.
Mobile screenshots
Before enhancements (mobile)
Cluttered and hard to read fonts. A lot of mobile real-estate being used for jumbled information.
After enhancements (mobile)
Organized in a drawer based structure for ease of use in a mobile setting. Addition of an email signup section to increase customer signups.