Insights and Solution
OTOinsights's Quantemo study findings offered a large number of insights about how visitors interact with the NetworkWorld site and how they wanted to interact with it. With these insights, NetworkWorld created a design that helped engage its target audience more than ever before.
The observations gleaned from the collected study data allowed NetworkWorld to craft a user experience that addressed the needs and preferences of busy IT executives and managers. Just a few of the site aspects that were improved included:
- Navigation
Small updates to take the work out of finding certain topic groups — without forcing loyal readers to relearn a new structure — were applied to help visitors spend more time reading and less time searching.
- Information grouping
The page architecture was honed to increase relevancy of content within the context of the page to encourage visitors to stay longer and read more about topics of particular interest.
- Sponsored content
Participants appreciated sponsored content when it met certain criteria. The Quantemo study helped to identify those criteria to assist NetworkWorld in providing vendor content that meets the needs and preferences of readers.
Ultimately the insights made way for a solution that improves the user experience across the board — helping to increase time spent on site, encourage visitors to look around for additional relevant resources and read more, as well as provide an interface for positive and pleasant interactions with NetworkWorld and its partners and vendors. |
