Noruega por tu cuenta
Context
Travel information platform for Norway
Noruega Por Tu Cuenta is a travel blog focused on inspiring people and helping them plan trips to Norway. The product is based on informational content with organic traffic.
My role was to analyze user behavior and optimize the experience to increase time on page and interaction with the content.
Problem
Lack of user retention
Users landed on articles thanks to good SEO practices, but they barely browsed the content and left the site quickly.
Objective
Increase time on page
Increase time on page and improve navigation depth and retention on the site by improving the amount of content and introducing a new page architecture.
UX analysis
UX analysis
The following patterns were identified:
- Poor content: many images without text
- There is no copy that speaks to a specific user or addresses that user’s needs
- Lack of internal linking (between articles with similar topics)
Research
Empathy maps to understand the user persona and user stories
- The user finds no clear points of continuity
- The content structure does not make reading easier
- There is no clear guide within the content
User story
Hypothesis
If we improve the content structure and add elements that make navigation easier, users will stay longer on the page and interact more with the content.
Solution
Implementing user-interface improvements
Homepage redesign:
- Redesign of the homepage content structure
- Content that speaks directly to user needs
- New copy that “talks” directly to the user
- Use of scannable blocks
- Sections that invite further exploration
01.
Copy optimization to connect with user pain points and improve understanding of the value proposition.
02.
Better internal linking by suggesting relevant content and topics for the user persona.
03.
Content recommendations related to the needs and interests identified in the user persona.
Results validation
Defining KPIs to understand the impact
Metrics to analyze:
- Increase in pages per session
- Improvement in time on page
- Greater interaction with the content
Time on page
+ 15%
Pages per session
+ 20%
Content interaction
+ 20%
Analytics tools
Using Google Analytics, we checked whether a clearer content structure, together with guided, contextual navigation, improves engagement and makes it easier for users to discover relevant information through the data.
Learnings
The project does not end with the design; the next phase is to validate with real data whether the decisions made improve the user experience.