Hi everyone. I havent introduced myself yet. I’m a UX /UI Designer hailing form sunny Sydney, Australia. I’ve been working as a UX-team-of-one on a big client as part of their website refresh where I conducted some initial testing with treetesting, UX breakdown, persona creation and strategy, wireframes and prototypes on a whole IA / layout refresh and launch.
It has been a successful project so far with a happy client. Goal completions on most services have been up since launch however the 3 main products/services the client offers and focuses on are suffering from a drastic drop in CTR from the CTA resulting in a drop in goal completions compared to prelaunch.
My question to the UX community here is - what can I do to find out what is going on?
The tools I have at my disposal are heatmaps, user session recordings and google analyitcs. I can also conduct another tree test although I’m unsure if that will do. I am seeing some friction and load issues with these pages however they can’t acocunt for the massive drop (up to 80% for one product compared to prelaunch). I don’t necessarily have a post-launch testing plan. What would you do in this isutation? What tools would you use and how.
Edit: I forgot to menttion that there’s been a big increase on the time sepnt on these pages that look very odd going from a minute to now up to 30+ minutes - though this is not common, it’s something I ahvent seen before.