Research Recruitment Web Page

Case Study

Summary

I addressed persistently low sign-up rates on Volition's research recruiting page by conducting usability tests with new users and identifying issues with information architecture, accessibility, and copy. Changes based on these insights led to a 200% increase in sign-up rates within a week. This dramatic improvement enhanced user experience and better aligned our recruitment efforts with the organization's commitment to equity and accessibility.

Situation

After updating our recruitment materials to better align with ethical APA standards, I noticed a trend of persistently low sign-up rates. This situation suggested a potential misalignment between our recruitment page's design and our organizational commitment to equity and accessibility.

Tasks

My main objective was to tackle and eliminate the barriers preventing effective sign-up on Volition's research recruiting page. The plan was to conduct usability tests with participants without prior exposure to our site, allowing us to capture fresh, unbiased insights into user experience challenges.

Actions

  1. Organized Usability Tests: I set up a set of usability tests involving ten prospective users who were completely new to our site. The goal was to identify interface elements that were not intuitive to our target audience.

  2. Analyzed User Interactions: During the tests, I carefully observed how participants navigated our recruiting page, paying close attention to their interactions and feedback.

  3. Identified Key Issues: The usability tests revealed critical issues that hindered user sign-up, including confusing information architecture, poor visibility, banner blindness, and unclear copy.

  4. Communicated Findings: I compiled a detailed report with screenshots of problem areas and my suggestions for improvement. This report was then shared with our webmaster for implementation.

The original web page with my observations and proposed solutions.

Results

The analysis pinpointed several significant barriers to user sign-up. Notably, users struggled to navigate the page due to its complex information architecture and were often oblivious to critical calls to action, likely due to banner blindness. Additionally, the copy on the recruiting page lacked the clarity needed to communicate with prospective users effectively.

Outcomes

  1. Improved Sign-Up Rates: Following the implementation of the recommended changes, we witnessed an impressive 200% increase in sign-up rates within just one week. This surge validated the effectiveness of the usability improvements and brought our recruiting efforts closer to Volition's company values.

  2. Improved User Experience: The redesign of the recruiting page addressed and resolved the identified usability issues, creating a more intuitive and accessible user experience. This transformation elevated the organization's digital presence and commitment to inclusivity.

The webpage after most of my suggested changes were implemented.

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