Post Launch Analysis

Process & Techniques
#1

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.
Help needed! :slight_smile:

#2

I forgot to mention the current numbers are from one month before new site launch and one month after new site launch

#3

This definitely sounds weird. Could you impliment an exit intent survey to see why people are leaving?

#4

Hi @SHAWK thanks for your response
I believe with the service we are using I could. I’m not sure whether they are leaving the page or just not completing the forms - some forms are in pages some are modals. Would it be as simple as asking: Why did you decide to not proceed?

#5

Im not a @Researchers so let’s see what they say, but yeah, that’s what I’d do.

#7

hi @jdebari thank you for your help! When looking at where people are focusing their attantion what exactly would I be looking for if I want to see if this is affecting users completing forms?

1 Like
#9

Awesome advice. Thank you. Hope to update with my method and results once approved by the team.