Directories are Capterra's primary revenue generating pages. However, after years of stagnation in design and feature innovation, conversion rates have started to decline.
Changes to Google’s algorithm have eaten into quality traffic and begun a steady decline in conversions on Capterra's directory pages. Leadership charged me with getting conversion rates back to, or above, where they were before the algorithm changes.
1Very little editorial and explanatory content to help orient the user to the directory, and Capterra in general
2Large blocks of product marketing jargon that were difficult to skim and frustrating to parse
3Filters and editorial content not accessible by mobile users
4Desktop filters didn't highlight all available data, and were an inefficient use of space
5Compare feature difficult to find, and not accessible by mobile users
6Mobile view didn't have parity with desktop view causing performance issues
After cataloging design and product issues with the template, I performed A/B testing, unmoderated usability testing, moderated interviews, and heatmapping to better understand our users' issues with the Directory.
Directory Improvements: Hypothesis #1
"I believe that improving the visibility and coverage of the filter will encourage engagement and help users find the best products for their business needs faster and easier.”
Directory Improvements: Hypothesis #2
"I believe that adding more data to the product cards will allow users to make a more informed product choice which will decrease bounce rate and increase conversion rate.”
I designed a template that gives users more information at a glance, and more opportunities to customize their view. It encourages users to spend more time on Capterra and to return throughout their buying process.
After analysing the tests, I combined the most successful results into the winning design. In addition to the layout and feature changes, I rolled out the new design system to this template.
We rebuilt the page in a new tech stack to implement Elastic Search and improve speed performance
The product cards now provide users with much needed data like pricing, screenshots, and features
Business needs are fulfilled by maintaining long product descriptions and a focus on the primary revenue CTA
The design is fully responsive so that mobile and desktop have parity for improved page performance
There is a much larger area dedicated to editorial content that helps orient the user and improve SEO
The filter includes additional data points, and is accessible on both desktop and mobile
Tabbed product cards allow for additional data without lengthening the page exponentially
Key Learnings & Next Steps
Over the course of many rounds of iteration, we have seen massive improvements in UX metrics on this template. Users, and the business, benefit when users are able to better find the products they need.
Because this template continues to be a main driver for revenue, it will need further iteration and testing. Coordinating with SEO on upcoming changes to the Google algorithm will be important to ensuring continued success for the template.
Next steps include:
1Roll out additional editorial and way-finding content to right column
2Test product card tab optimizations to find the most enticing content for users
3Expose more filter options like reviews and vendor responses
4Improve the visual hierarchy of the filter to encourage engagement
5Introduce more card "breaks" to highlight Capterra initiatives