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How user research informed our site relaunch

USER EXPERIENCE

Published: 

After a lot of work, we recently relaunched our site. We couldn’t have done that without the important insights we gleaned from user research. Here’s what we did.

AUTHOR

Renae Turner

Co-founder @ Pixel Together


Thursday 19th November 2020

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'We’d chosen an aesthetically unique design, intentionally different to the standard format pricing page style. It was cool - but was it putting our potential clients off?'

Why Relaunch?


We’re in the business of helping people create websites that they love. But it’s been five years since launching Pixel Together, and in that time we’ve evolved as a business and a brand. Last year we chose to overhaul our front-facing site to feel more true to who we are now. We engaged some brilliant visual designers, and the result was a website that looked amazing.

 

Fast forward a few months, and we noticed the new site wasn’t performing as it should. Conversions were a little off and we suspected it was to do with the site functionality. We regularly use the Lucky Orange conversion optimisation suite to map user interaction on our site, and this revealed that our pricing page might be the issue. We’d chosen an aesthetically unique design, intentionally different to the standard format pricing page style. It was cool - but was it putting our potential clients off?


We realised it was time to get some qualitative insights to understand  what was going on.



The Planning Phase


watch this video

We had a pretty targeted approach to our usability testing right from the start. We had a hypothesis based on quantitative insights, the data we had from the site. We needed to make sure the information we had was accurate and we wanted to see if we were missing anything else that could be impacting our conversion rate. 


We’re a tech company, so applied our usual approach; testing, being agile, and working in an iterative, methodical way. So, we set out to test our hypothesis.


'We loved that we were able to select users with similar demographics to our customer segment.'

Choosing a Vendor


The first step was to work out a method that was appropriate for us. We are all about our colleagues and clients, so we initially turned to them for advice.


We’re also big researchers, so we delved into some reading (To save you time, we’ve listed some of the most helpful resources below - we loved the Krugg book in particular).


This all led us to Usability Hub. Usability Hub is an Australian company with a global user base that gives you flexibility in the testing you can implement. We loved that we were able to select users with similar demographics to our customer segment. We also found it super easy to run a lot of different types of tests - studying everything from brand 'vibe' to navigation to comparing different designs.


For the next round of UX testing, we decided to target the audience within our industry niche. We figured that valuable insights would come from the people who have expertise in our field and who are likely to consider our product. 


To find these people, we put out a call on a Facebook group for Melbourne designers and began a series of one on one interviews. Our questions covered website functionality and usability. 


For us, the combination of methods was perfect. 


Diving Deeper Into Our Results

'Our research reinforced that we had to make it super easy for our potential customers to see why it was worth delving deeper into our site'


Our hypothesis was correct. Our pricing page was letting us down.


But more than that, we learned that our product had to be easier to understand right there on the main pages. We're very much a product led business, tic tacing constantly between building a better product and listening to our customers. Perhaps because of this, we believed (a little) that our product spoke for itself. However, our research reinforced that we had to make it even easier for our potential customers to see why it was worth delving deeper into our site.... before they signed up.


The process also reinforced that running a product-based business is all about the balance between your gut instinct and your client’s needs and wants. Come up with the idea, find the people who will buy your product, figure out what works for them, and make it happen! Important side-note, addressing these issues did help the bottom line. We got back to normal conversions and managed to improve them.


These learnings were the basis for our site redesign. Jump on over to check out our handy product exploration video - now proudly front and centre.


So What Did We Learn?

Like what you see? Share the story

AUTHOR

Published: 

Thursday 19th November 2020

Co-founder @ Pixel Together

Renae Turner

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