Data-Triggered UX Reviews
I’m currently helping a client with the UX of their data and analytics reporting. In a recent report, an analyst noted that there was a very low and persistent click-through rate from a certain type of product page to an associated store that sells add-ons for those products. The analyst recommended further investigation, suggesting it might be because the store promotion would usually fall below-the-fold.
Not being able to resist, I took a quick look at one of the pages, and in about 5 minutes surmised that it wasn’t so much that the promotion of the store wasn’t obvious, but that a visitor would have to work quite a bit to find a way to get there. The low CTR we were seeing made perfect sense.
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