Homepage Usability Testing

Date: March 2025
Researcher(s): Lindsay Franco-Medlin
Product Line: Communities
Research Type: Discovery
Research Method(s): Usability Testing

Summary & Background

Marketing is planning updates to the [Company] homepage and is seeking relevant user data to inform these efforts. Specifically, the team is interested in heat map insights (a deep dive of which can be found in a separate report), page element effectiveness, and any user feedback or interaction data that could guide improvements.

This research initiative aimed to study user interactions with the [Company] homepage to identify opportunities for improving usability and engagement through heat mapping analysis and unmoderated usability testing.

Summary of Findings

**The research pool for the usability tests is small (3), due to the nature of the target audience (C-Suite executives, VPs within healthcare organizations)**

Most users were able to easily navigate through their structured tasks and scenarios, not encountering any difficulties on the homepage relative to learning more information about [Company]. Words used to describe the page and the experience, when prompted, included: user-friendly, easy, informative, and familiar.

Key Takeaways

I. The main infographic is good, but could stand to be adjusted for varying screen sizes

One user suggested making the graphic so that sections of the ‘frisbee’ were clickable and revealed more information as you navigated through it.

“It might be better if there was a way to do interactive. So if you click on learning or click on performance or click on compliance, maybe it would do more of a popup instead of just reading down.” – User #3

“[I] like the diagram here, showing the different things, learning, performance, recruiting. I like the way it is pictorially presented really nice.” – User #2

II. The video was a favored page element

Users pointed to it as a unique and helpful resource that stood out to them on the page.

“Interesting video here as well. Just looking at some of the buzzwords. Definitely common concerns with healthcare, um, in any field, outpatient, inpatient. I might move this Why [Company] down towards the bottom and emphasize the video at the top. I do like that infographic, just making it a little smaller so that it, you can actually see it on a screen.” – User #1

“The video I had commented earlier, um, was good. Um, I guess that I liked the motion and the interaction, not really interaction, but the um, I guess movement or motion within the video. It wasn’t just with words and I also appreciate the close captioning.” – User #3

III. The page feels familiar and easy to navigate

Though users mentioned a few times that the wealth of content could potentially be overwhelming and/or confusing for some people. Some users felt the page didn’t have the right information to influence decision-making.

One thing that tripped a couple users up was the language “workforce management,” as this tends to imply some degree of staffing agency solutions, which is not a core offering of [Company].

“I’m not at a point that I want to request a demo yet [so] I would want to see more who your target audience is. I would probably go up here [to the main nav] to see some of who you serve, which I feel like is much more pertinent than some of your stats.” – User #2

This Why [Company] section, I wouldn’t necessarily put this close to the top just because it’s not [entirely clear what] you’re selling or what you’re promoting. [Same with] Requesting a demo, you need to better explain what, what you’re getting a demo for. – User #1

Recommended Next Steps

Clearly define homepage goals

It’s easier to formulate research plans around goals with well-defined and concrete key performance indicators. Examples:

• Increase time spent on page by 10%
• Increase form submissions by 5%

Consider enhancing what’s already there

Rather than changing page elements or replacing the existing content with something new, make and test enhancements to the existing features. Examples:

• Make the ‘frisbee’ graphic interactive, as one user suggested, or simply create it as a coded page component rather than static image (so that it renders on mobile in a way that users can read)
• Move the video higher on the page for increased visibility

Clarify [Company]’s core offering

Users most frequently encountered issues related to the clarity of content explaining [Company]’s core offerings, rather than the design or layout of the page. To enhance performance, consider testing language refinements around our product suite and the detailed information about our solutions.

Keep testing changes & monitoring heat maps

AB tests are the best way to make improvements on the page, but they should be informed by the other data we have on-hand. These tasks should be incorporated into a regular cycle of research in partnership between Marketing and UX Research. Both teams may benefit from scheduling a regular (ex: Quarterly) check-point to review active tests and current heat map data

---

Prepared by: Lindsay Franco-Medlin
Date: March 2025
Project: Homepage Usability Testing