Battery Park City Authority: Google Analytics Report
Starting with a strategic UX proposal to refine the Battery Park City Authority website, my initial recommendations resonated well, prompting a deeper analytical dive into user interactions through Google Analytics. This analysis focused on the splash page, aiming to quantify its impact on user behavior and streamline the entry experience.
Team: Digital Experience,
Spruce Technology, Inc.
Analytics Tool: Google Analytics 4
Background
In the comprehensive Google Analytics report, we concentrated on dissecting the UX issues of the BPCA splash page. Our objective was to understand and document how this initial user interface might deter visitor engagement. Preliminary assessments had highlighted several UX shortcomings: an overwhelming number of choices leading to user confusion, stylistic inconsistencies with the main site, redundant navigational steps, and a vague page purpose. This data-driven evaluation was crucial for confirming these issues and formulating UX improvements to enhance site efficacy and user satisfaction.
Preliminary UX Findings: BPCA Website
Issues with the Current Splash Page
Confusing First Experience
Problem: The splash page presents too many choices without clear guidance, including options like "read our strategic plan," "learn about sustainability," "view our resiliency designs," and "continue to bpca.ny.gov."
Impact: Users may leave before finding what they need, increasing the website's bounce rate.
Inconsistent Design
Problem: The design on the splash page is not like the rest of the site itself.
Impact: This can make the website appear less reliable.
Unnecessary Extra Step
Problem: The splash page requires an extra click to reach the homepage, delaying users from getting to the information they need.
Impact: Adds an unnecessary layer of complexity and could lead to frustration.
Splash Page Doesn't Serve a Clear Purpose
Problem: The splash page lacks focused objectives or calls to action.
Impact: It acts as a roadblock rather than adding value to the user experience.
Personal Note
I found myself lost when I initially visited the BPCA site. The splash page's lack of clear direction had me questioning my next steps, something you wouldn’t want any user to experience.
Suggestions for Improvement
Prioritize Content
Action: Highlight only the most crucial and frequently accessed information.
Benefit: Makes navigation simpler and lowers the chance of user confusion.
Validation through User Testing: Conduct short usability tests to determine which content is most relevant to users and prioritize it accordingly.
Design Consistency
Action: Use a standardized set of design elements across all pages.
Benefit: Enhances the professional look and feel of the site
Validation through User Testing: A/B testing could help identify which design elements resonate best with users for a consistent and engaging experience.
Remove the Splash Page
Action: Consider eliminating the splash page altogether.
Benefit: Streamlines the user’s journey and reduces the bounce rate.
Validation through User Testing: To confirm that removing the splash page improves user engagement, consider running split tests comparing user behavior with and without the splash page.
Google Analytics Report Dec 2023:
Time Frame Assessed: November 7, 2023 - December 7, 2023
In this report, we focus on analyzing the user experience of the Battery Park City Authority (BPCA) website, particularly the splash page. Our goal is to understand how this page affects visitor behavior and engagement. Based on previous observations, we've identified issues such as a confusing first experience due to too many choices, inconsistent design with the rest of the site, an unnecessary extra step to access the main content, and a lack of clear purpose for the splash page. This analysis aims to validate these concerns with data from Google Analytics and to recommend improvements that make the website more user-friendly and effective.
Number of Sessions per user: 1.2
Pages / Session: 1.6
Avg Session Duration*: 30 seconds
New vs. Returning
New Visitors: 95%
Returning Visitors: 5%
Countries
United States: 88%
United Kingdom: 1.66%