57% reduction in Bounce Rate on AmbitionBox Homepage - Redesign
It’s a story, not a case study
Check it live at www.ambitionbox.com
Introduction
For any business, a homepage is more than just a digital entryway. It’s a crucial opportunity to tell your brand story, showcase your value proposition, and guide visitors towards discovering what you have to offer.
And, For AmbitionBox — India’s #1 platform for Company Reviews, Salary Insights, and Interview Advice. The old landing page wasn’t effectively communicating this value proposition to visitors. It was cluttered and overloaded with information that was most times irrelevant, making it difficult for users to connect with the brand.
This was especially problematic as we prepared to launch our annual “AmbitionBox Best Place to Work Awards,” a high-visibility marketing initiative.
Consequently, Even though we surpassed our competitor in terms of timeshare in India, AmbitionBox was still perceived as a mere imitation of similar platforms, rather than recognized for its unique offerings and growing influence in the Indian market.
Approach 👨💻
This homepage redesign project aimed to transform AmbitionBox’s online presence through a compelling storytelling approach. Here’s the process I followed, given the time constraints we had:
- Strategic Alignment:
- Business Understanding: I began by collaborating with stakeholders to define overarching business goals and desired outcomes for the redesign.
- Audience Insights: Key user demographics revealed a predominantly young {i.e. < 35 years of age.} , urban audience. This insight guided my focus on a modern aesthetic and streamlined user experience.
2. Design Foundation
- Storytelling Frameworks: Inspired by “The Storyteller’s Secret,” a book by Carmine Gallo. I explored how to structure the homepage as a narrative that conveys AmbitionBox’s “Why, What, and How.”
- UX Best Practices: I consulted resources like Nielsen Norman Group articles to ensure the design adhered to industry standards of usability and clarity of purpose.
3. Ideation & Refinement
- Wireframing: I crafted low-fidelity wireframes to solidify the core page layout and user interactions.
- Moodboarding: Visual moodboards helped explore potential brand identities and establish a cohesive design language.
- Iterative Design: Drawing on moodboard inspiration and stakeholder feedback, I developed multiple high-fidelity design options, iterating towards the best embodiment of the brand and user needs.
And it was time to give all our discussions some form, Here’s what we ended up with. Isn’t she beautiful?
Impact 💥
We launched this redesign on September 9th, 2022, marking a historic moment after 4 years since our previous homepage iteration.
Here’s how the redesign has positively impacted key user behavior metrics [1st Oct 2022–30th Nov 2022 vs 1st Jul 2022–30th Aug 2022]:
- Bounce Rate: Improved by 57.31%, demonstrating that the redesigned homepage is more engaging and better at retaining visitors.
- Time Spent on Page: Decreased by 25.32%. This suggests the redesign successfully made it easier for visitors to find relevant information faster.
- Avg. Session Duration: Improved by 20.15%. An increase in this metric further confirms that users are spending more valuable time on the platform.
Challenges and Tradeoffs
- Optimizing Core Web Vitals: To maintain a fast and seamless user experience, we made careful adjustments to high-resolution illustrations to reduce their impact on load times (LCP). We also implemented default placeholders to manage content shifts (CLS), ensuring the page layout remains stable.
- Balancing Discovery vs. Brand Storytelling: While initially envisioning the homepage as more company discovery-focused, we ultimately chose to prioritize a clear, impactful communication of AmbitionBox’s value and mission to build brand trust, especially in light of upcoming marketing initiatives.
- Time Constraints: Though eager to implement engaging animations and micro-interactions, we made the strategic decision to prioritize a timely launch. However, these elements remain on our wishlist for future enhancements to the platform.
- Focus and Scope: Early research revealed the critical need for personalized content on AmbitionBox to improve engagement. While beyond the scope of this homepage redesign, this valuable insight will inform our future roadmap.
Thankyou to the wonderful team here! :)
UX Designer : Anmol Maggon
Product Manager : Sumant Malhotra
Developers : Vikrant Negi (FE), Himanshu Khosla (FE), Abhay Sharma (BE)
Connect with me!
LinkedIn: https://www.linkedin.com/in/anmol-maggon-3b8555164/
Instagram: https://www.instagram.com/anmol.maggon/
Email: anmolmaggon40@gmail.com
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