Services Page

We wanted to identify how far people were scrolling on the services page and if there was a better way of displaying the categories. The page is rather long and with 10 main categories, there isn’t a great way to visually showcase them all with unique images and not have the page become too lengthy.

services-page

You can see how long the sidebar is and how painful it can be for someone on a mobile phone to scroll through all of them. The heatmap on the services page had a very odd finding.

Heatmap

services page heatmap

Since obituaries is blowing up with data, it was important to actually run the statistics for the page click data. I was hoping to really analyze the scroll data, but with obituaries so far down, the drop off is almost expected.

Scroll Data

services page scroll data

I do think the 25% drop off after obituaries is significant, but I’d be more interested if obituaries wasn’t so heavily targeted during this heatmap.

Google Analytics

This is a monthly snapshot – I don’t have a good way of pulling the report right now since we created simple URLs. I’m looking into a solution for it.

Woah….that’s a very significant difference. Let’s dive into how people are getting to obituaries. Looking at the Top 10 referral paths we can see that the “not set” method is 43% of the traffic. This is most likely a shortcut on internal desktops or a bookmark in someone’s computer. Even if we filter out that 5k, we still have an overwhelming amount of traffic looking for obituaries which is a little buried compared to the other services especially for the people going through local history.

obits google analytics data

Next Possible Steps:

  • Bring Obituaries front and center
    • Services Page
    • Research Page
    • Local History Page

Next Week’s Tests:

  • About Page
  • Revisit Programs & Events