By: Meredith Olson, Maria Acosta, Aron Allen, Ali Khan,

Beverly Tsoi, and Weidoug Lu

WEBSITE USABILITYUsability Navigation and Design Issues &

Solutions

Homepage

1. No accurate site

description or tagline

2. Cluttered with different

tasks that might confuse

the user

3. No clear calls to action

4. Some clickable links on the

page have vague

descriptions

5. To many rotating offers

with unnecessary

information and repeated

offers

6. Blog should not be

displayed on homepage

when the user can simply

use the link provided in

navigation

7. Nonfunctional Links

1

5

6

4

2

7

Homepage Cont.

8. Pop Up when you first

land on site

9. Pop up is repeating the

same offer located on

the homepage.

10. Popups slow down

page load time

8

9

Secondary Page

1. No horizontal search, left

hand search only

2. The URL to this page is

/view-all which does not

semantically make sense

1

2

Homepage Redesign Solutions

1. Add a tagline or brief site description above the fold by the logo so people know immediately

what the site is offering

2. Cut down on the homepage clutter by removing information that does not need to be located on

the homepage such as the blog which users can find by using the blog link in the navigation.

3. Remove the rotating offers/information completely. Visitors may miss the key offer and are

unlikely to scroll through and read all of them. Pick one offer to displayed. Testing also shows

most users completely ignore these carousels

4. Be more specific on the clickable links like the “GET YOURS NOW” button. The user wants to

know what is it they could be getting now and what it is going to link them to. I recommend being

more specific like “Get Our Flip Mittens In New Colors Now!”.

5. Completely remove the pop up. This pop up is also redundant since it is displaying the same offer

that is already on the homepage.

6. Be clear about your call to action. There is so much clutter that it is hard to determine what the

site is wanting the user to do. Highlight one offer such as “Shop New Deals On Flip Mittens and

Bodysuits”.

7. Fix non functional links such as the “GET YOURS NOW” link on the homepage.

Secondary Page Redesign Solutions

1. Add horizontal search

2. Change the URL for this page to something like “/shop-all-products”

Quick Look• Campaign ran from November 5th – November 19th

• Total Campaigns: 1 Search & 2 Display

• Total Ad Groups: 13

• Total # of Ads: 54 Total 45 Display & 9 Search

• Total # of Keywords: 185

• Total # of Negative Keywords: 411 (Around 30 per Ad Group)

Average Quality Score = 5.9

Quick Look (Cont.)• Two Products split into two displays (one for each) and one search

for the Mittens.

• Separated by Scratch, Itch, Eczema, Rash, and Style

Best Performing AdsSearch Display

Best Performing Keywords

Due to this product being very “niche” many keywords had low impressions but high clicks.

2

3

4

Best Performing Ad Groups and Campaigns• Best overall Ad Groups

• Best overall Campaigns

Negative Keywords

Medicine Style Demographics

Lotion Cream Hat Shoes Men’s Adult’s

What was lacking• The CTR suffered for many reasons. Some of which are:

- No Ad Extensions

- Original keywords only modified

- Original Ads not very appealing

- No clear call to action

- Landing page not descriptive enough

• We recommend that ScratchMeNot start an AdWords campaign of their own especially because of their strong social media presence. This presence causes them to have high awareness thus yielding a decent bottom line for search return.

MOBILE ANALYSIS

Mobile Website Critiques

• Light gray text on white background– Difficult to read

• Menu dropdown content duplicate

• Just use black and white color except logo in mobile page

Mobile Recommendations

• Make content color darker

• Remove duplicate content in menu dropdown page

• Friendlier user color• Use QR code• Use same size photo in

product list

Summary

• They really need to focus on removing a lot of the clutter from their homepage which can

overwhelm the user. They also need to remove the rotating banners and pop ups as well and

focus on promoting one or two offers.

• For their mobile website, they need to use friendlier user color in order to make customer read

content easily and comfortably.