PROBLEM: On mobile devices, the time that users were spending on the site and the pages in which they visited was higher than on desktop, and the conversion rate was much lower. Users were interested in the school, but were having trouble finding the content that would help them engage with the school on their phones.

HYPOTHESIS: I believe that if we make it easier for users to find high converting content on the site, we will see an increase in requests for information on mobile devices

SOLUTION: The user path that led to the highest conversions was duplicated on mobile devices by removing friction that was seen through heatmaps. We made the program information much more readily available for users to find, and get to within 3 clicks from the homepage.

TRACKED RESULTS: Raised goal conversion rate on mobile devices by 18% and reduced pages/session on mobile devices by 6%

MY ROLE: While generating weekly health reports, I noticed that mobile device traffic had a large area of opportunity for improvement. I generated heatmaps to track the user interactions on mobile devices to help reduce friction and used google analytics to determine how many clicks it took users to get to the end-goal of a conversion from their phone. I analyzed the data, and determined that the program information needed to be easier to access from mobile devices in order to get users more engaged with the school. After the project went through production, i tracked the 30 day impact of the project.