eVisit

Primary Goal

Review the website and Google Analytics account of eVisit, a telemedicine company, to unearth insights that could be used to create recommendations and A/B tests that would help optimize their website and their increase conversion rate.

Process

Our general work process consisted of scouring both eVisit’s website and their Google Analytics account to find aspects of the site where eVisit could try A/B tests to see if our recommendations would help raise their conversion rate (the conversion rate goal was for visitor’s to request a product demo from eVisit). To help identify optimization areas we also utilized Wayback Machine to see how eVisit had modified their site thus far and what impact any changes had by looking at the same timeframe in Google Analytics. Ultimately, each member of our team was able team uncover a testable insight. The insight that I found was that on eVisit’s blog pages, visitors had a long session duration but a higher than average bounce rate compared to the rest of the site. This indicated to me that while visitors spent time thoroughly reading that blog article they were immediately leaving the site afterwards. My recommendation was to try making the ‘read more’ section at the bottom of the page more prominent. An alternate recommendation was to also try either embedded video or video links that would compliment the blog article. The goal with my recommendation was to reduce the bounce rate for these visitors (who appear to be interested in what eVisit offers) by keeping them engaged and in the funnel, thus potentially contributing to more of these visitors converting.

Challenges

Finding areas of the website that showed apparent areas for optimization proved to be difficult and required lots of time and effort both individually and as a team to unearth testable insights.

Results

The eVisit team was intrigued by my insight and recommendation when I presented it to them. My insight appears to have been of some value to eVisit as their blog posts now feature a clearer ‘read more’ section.

To see the complete eVisit insight report, please follow the link below.