The Money Advice Service Achieve 163% Increase in Engagement

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The Challenge

The Challenge

The Money Advice Service’s main aim is to encourage increased engagement with their website and the advice available online to consumers. The Money Advice Service selected RedEye to help deliver quick wins for their business, generating increases in engagement swiftly.

We kicked this process off with one-to-one Usability Testing that focused on six professionally recruited participants, looking at the ease of their engagement with the website.

Each participant was given a number of tasks and asked questions about their understanding and navigation of the Money Advice Service website, as well as a prototype of the homepage, in order to compare the two designs. Using eye tracking during each session, RedEye’s observer and moderators were able to understand the user’s behaviours without having to directly question them.

To ensure the Usability Testing led to actionable insights, RedEye created a report that outlined issues and observations discovered during the testing. The report highlighted that some improvements could be made tothe pension calculator page.

Thanks to the data collected during the Usability Testing, RedEye’s CRO Consultants were able to devise an experiment on the pension calculator, working to improve how easy it is to use and help the user understand and navigate the tool’s results page.

The results from the user research formed the hypothesis:

By rearranging the content on the pension calculator results page, it would make it easier for users to understand how results have been worked out and interpret them with greater ease.

The Solution

RedEye’s team of UX designers worked to re-model the pension calculator results page, making the information appear clearer on the page. The team also added tabs at the top of the main results box allowing the user to move from one tab to another, rather than having an overload of information all on one page. Finally, they added more information to the page with the purpose of helping theuser understand the numbers provided.

The test was complex, as there were several variables that impacted the results, all of which needed to be clearly designed, technically viable and work smoothlywith one another.

The Results

Thanks to the combined knowledge from RedEye Optimisation’s UX and CRO teams, we were able to create a winning test for the Money Advice Service, which delivered a simpler page to navigate, which was visually appealing.

This particular test ran for a total of ten weeks. The results revealed that rearranging the content in the pension calculator results page increased engagement with the sliders by 9%, and engagement with the ‘next steps’ by 163%.

We also found that users were more likely to engage with the sliders on the mobile site, showing a 121% increase in engagement, compared to desktop, where the sliders saw a 0.3% increase in engagement.

The Usability Testing highlighted that there was an issue with the tabulation, where users missed the second tab, and even if they did see it, they didn’t understand how the figures were different between the two tabs. Our test showed that by changing the layout of the page, 36% of users tested engaged with the new tab.

Finally, as well as changing the copy of the ‘next steps’ module in the variation, it was also made dynamic, changing dependent on whether a user was seeing values above or below the target. The module was also made more prominent on desktop, displayed above the fold, beside the results. Mobile data showed a higher increase in engagement, with 180%compared to 131% on desktop.

To discover what the client said, visit the full case study here.