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American Student Assistance
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American Student Assistance
Website | Dec 2009American Student Assistance
Decreasing Bounce Rates Through Engaging Personas
When you have lots of audiences and only one home page, how do you decrease bounce rates and avoid the dreaded “Who are you?” approach to home page IA? Genuine spearheads ASA’s web redesign effort to develop a unique approach to home page persona segmentation.
Technologies Used
Audience Segmentation from a Home Page Ain’t Easy
Serving multiple audiences with very different goals can create a home page “turf war,” where different segments of companies engage in mortal combat for that valuable front-page real estate. Genuine didn’t want the outcome of this struggle to result in a home page jammed with irrelevant content, busy call outs, and house ads, because the impact on usability would be a high bounce rate due to the confused user’s divided attention.
How We Helped
Careful research was central in redesigning ASA’s website. In order to rebrand ASA, Genuine had to fully understand ASA’s audience, their fears, and their motivations. We knew this would involve cultivating deep insights about ASA’s audience through user testing and persona development.
Genuine partnered with Bentley University to survey 100,000+ students with educational loans while conducting focus groups and running usability tests in order to develop new, user-friendly IA. In order to help the user self-select and dig deeper into the site, we created an innovative quiz that immediately seized control of that coveted first-click. In a few seconds, the user self identifies in an engaging fashion and is delivered to the internal page based on their user goals and persona. We transformed ASA into a warm, helpful guide for students struggling with loan debt by directing the site’s content strategy and reorganization. The end result was a comprehensive wealth of well-organized information architecture.