Bird in Flight

An online magazine about photography and visual culture

Date: Summer 2017

Disclaimer: This project was part of my educational program at Projector (Kyiv, UA). The main goal was to identify any existing product problem or issue based on data from Google Analytics and interview with stakeholders.

Identified Problem #1

A significant difference in popularity of categories, so basically the popularity of the article depends on which category it is at.

The Inspiration category has 55.5 times more pageviews than the Media category and the average Sponsorship article has 41.5 times more pageviews than News’s article.

Possible Solutions:

Try different sorting options (not only publication date)

Place the Sponsorship materials on the main page and rename it to Special project

More articles in categories Game, Reportage, World — as there are the most popular ones

Test another general layout of the main page and navigation structure — so there will be a clear hierarchy for the articles

Identified Problem #2

Users don’t know where to go next or don’t find interesting articles for them. As we see on the diagram — most of the users just exit the website without discovering other materials.

Possible solutions:

• More relevant articles selection at the end of a particular article (articles from the same category, including same keywords/topic)

• Rename category “New & Best” to “Editor’s Choice”

• Personalized newsletter (associate emails with cookies)

• Use contextual links to other articles in body text.

Evaluation

To check if it works we should compare before and after these metrics:

• Depth of engagement (Time on Page, Pages per Session, Number of Sessions per User, Avg. Session Duration)

• Bounce Rate

• Exit Rate