GI Travel UX Audit
Start with a UX Audit to discover how to improve your website.
For over 40 years, GI Travel has crafted unforgettable, custom travel experiences and business events worldwide. As their services continued to expand, they needed their website to provide a clearer overview. Ensuring visitors can easily find what they’re looking for.
UX Audit focus points
I conducted a comprehensive UX audit, focusing on screen recording analysis, data from Google Analytics, UX best practices, and competitor analysis.
The goal of this UX audit was to identify practical improvements to improve the user experience of GI Travel’s website to convert more visitors into customers.
Below you find 2 examples from the UX recommendations report: the Home page and Team page.
Home page:
General insight
After reviewing the recordings and clickmaps, we noticed minimal clicking activity on the homepage.
When looking at the page as a whole, key observations include:
- There’s insufficient visibility of call-to-action buttons.
- It’s unclear that the services are clickable.
- The content appears bulky and dense, leading to excessive scrolling and difficulty in navigating.
Top block
When you enter the page, the primary target audience is not immediately clear: clearly state the focus on corporate group travel, incentives, and corporate events in a sub-sentence.
Currently, the “Discover the trips” button lacks prominence: consider giving it a white background to enhance visibility.
Analytics indicate that the “Team page” ranks as the third most visited page, highlighting significant interest in team members: to improve usability, place a prominent link to the team page at the top of the homepage.
Optimize the user experience by: reducing image height to encourage quicker scrolling and compacting designs to fit more content on-screen, providing a clearer overview.
Home page:
Travel services block
The travel services are currently divided into two separate sets, which makes it difficult to see the full range at a glance, causing confusion. We also observed minimal to no click activity on them.
- Display them all together as a unified set.
- Present the services as clickable buttons
- Include a small link such as ‘View’.
- Additionally, a new icon has been introduced for the new service ‘Workations.’
Home page:
New content blocks
Aside from restructuring and optimizing existing content, the research-insights also bring to light which content might be missing.
GI Travel had a lot of positive customer reviews, but didn’t show these clearly on the website. So based on the existing brandstyle I designed a new content-block with logo’s and a customer review-block that could be placed on multiple pages on the website to enhance the social proof.
And because we found out that many users visited the Team Page, I also designed a new team-block which would spike the curiosity of the user and makes it easy to visit the team page and get more acquainted with the company.
Above you saw little snippets from the UX Audit report. I always start with breaking the page into smaller pieces and discuss insights & improvements per block. Then I put it in perspective by ending each chapter with a total view of the page
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Team page:
Optimizing the Team page
Now that we are directing more website visitors to the Team page, it’s extra important to review and optimize this page as well.
We discovered that, while it attracts quite a few visitors, a significant number also leave the site from this page. So, how can we fix that?
To optimize and extend the user journey, my advice was to add content such as information on ‘How We Work’ and customer experiences.
Aditionally:
- To prevent the page from becoming too long with added content, I arranged 4 team members per row.
- I also grouped team members by role and displayed project managers first (they are the main points of contact).
- Finally, I suggested adding links to pages where users can learn more about the company and its services to extend the user journey, such as:
- ‘How We Work’
- a ‘Learn More About Us’ section
- Customer testimonials.
A website redesign should start with a UX Audit
Thanks to this UX Audit, GI Travel’s website is now ready to become more user-friendly and better equipped to convert visitors into customers.
With improved navigation, clear call-to-actions and improved presentation of content the online experience for visitors will significantly improve.
A UX audit:
- Provides a concrete list of data supported improvements for your website.
- Clarifies where quick fixes can be applied and where larger changes are needed.
- Contains design improvements.
- Gives you a kickstart into action and trigger a positive motion within the team.