Website Redesign Decreased Bounce Rate by Over 35%

It’s time for a new website when site users (including internal staff) comment: “We don’t know where anything is!”

Website bounce rate
decreased by over 35%
Average time on page
decreased by almost 50%
Average session duration
increased by over 40%

Client: Wisconsin Alumni Research Foundation

The Challenge

Design a new website for WARF, write fresh copy, and project manage the development and build out with WARF’s selected web partner.

Campaign Goals:

  • Design a new website.
  • Create a new more intuitive information architecture.
  • Ensure website architecture makes the website “stickier” and allows people to navigate to the right content every time.

What We Did:

  • Before working on the design, our team met with multiple stakeholders at WARF to identify, document and translate the brand’s attributes into the new site’s information infrastructure, copy, and design.
  • We also surveyed multiple segments of external stakeholders (ie. tech investors, campus partners) to better understand the pain points of the current website so we could cater the redesign to their needs. The biggest complaint we heard: “We don’t know where anything is!”

The Results:

  • Analytics on the homepage showed that the average time on page dropped by almost 50% from Aug 2020 (before the new website launched) to Aug 2021, while average session duration increased. This is exactly what we had hoped to see with this redesign – we wanted to make it easier for users to navigate the website and find the information they’re looking for after landing on the homepage.
  • Making the website “stickier” meant created a path through the website to keep web visitors engaged by always suggesting the next step or related content.  Our information architecture strategy worked and the website’s bounce rate (the instance of single-page sessions on the website) went from 50% to 12% when comparing year-over-year.
Website Before & After