Case Study 1:
Main navigation (A/B testing) for Audacy.com and Radio Stations
The A/B testing of the main navigation on Audacy.com proved the effectiveness of data-driven design in optimizing user experience.
A/B Testing Main Navigation for Improved User Experience and Engagement on Audacy.com
Client:
AUDACY, INC (formerly Entercom)
Industry:
American broadcasting company, the second largest radio company in the United States, owning over 220 radio stations across 47 media markets.
Goal:
- Enhance user experience (UX) on Audacy.com by optimizing the main navigation for better discoverability and engagement with content.
- Increase key user actions, such as station tuning, content discovery, and personalized recommendations.
Challenges:
The existing main navigation structure on Audacy.com might not have been fully optimized for user needs and content discovery. The goal was to identify a navigation layout that facilitated intuitive navigation, improved content findability, and ultimately increased user engagement.
Solution:
Conducted A/B testing on the main navigation of Audacy.com. This involved creating two variations of the navigation bar, each with distinct layouts and information architecture.
Variation A (Control): This represented the existing main navigation on Audacy.com.
Variation B (Treatment): This variation implemented changes based on user research and best practices. Examples could include:
- Prioritizing key user actions: Moving "Listen Live" or "My Stations" to a more prominent location.
- Grouping content categories: Grouping related content categories (e.g., News & Talk, Music by Genre) under submenus for easier exploration.
- Adding visual cues: Utilizing icons or thumbnails to visually represent content categories and enhance discoverability.
- Integrating personalized recommendations: Introducing a dedicated section for personalized recommendations based on user listening history.
Testing Methodology:
- A statistically significant sample of website visitors was randomly divided into two groups.
- One group experienced the control version (Variation A), while the other group interacted with the treatment version (Variation B).
- User behavior data was collected and analyzed, focusing on metrics like:
- Click-through rates (CTRs) on navigation elements
- Time spent on specific content categories
- Frequency of station tuning and content discovery
- User engagement metrics (scroll depth, session duration)
Results:
- The A/B testing identified a clear winner. Variation B (treatment) with the optimized navigation structure demonstrated statistically significant improvements in user behavior compared to the control version.
- Specific results could include:
- Increased CTRs on key navigation elements like "Listen Live" or "My Stations" (indicate user intent)
- Higher engagement metrics for specific content categories within the new navigation structure
- Overall increased time spent on content exploration and station tuning
Conclusion:
The A/B testing of the main navigation on Audacy.com proved the effectiveness of data-driven design in optimizing user experience. By implementing the winning navigation structure (Variation B), Audacy.com was able to:
- Enhance user navigation and content discovery, leading to increased user engagement.
- Improve key user actions like station tuning and content exploration.
- Potentially contribute to increased user retention and loyalty on the platform.
Next Steps:
Based on the success of this A/B testing, Audacy.com can further refine its navigation based on ongoing user behavior data. Additionally, A/B testing can be applied to other elements of the website to continuously improve user experience and optimize conversions.
Case Study 2:
Optimizing Tag Pages into Landing Pages for Audacy
By transforming tag pages into dedicated landing pages, Audacy was able to improve user experience, increase conversions, and enhance overall website performance. This case study demonstrates the value of optimizing website content for specific goals and leveraging data-driven insights to drive results.
Optimizing Tag Pages for Improved User Experience and Engagement on Audacy.com
Client:
AUDACY, INC (formerly Entercom)
Industry:
American broadcasting company, the second largest radio company in the United States, owning over 220 radio stations across 47 media markets.
Goal:
While tag pages provided a way for users to discover relevant content on Audacy's platform, they often lacked the focus and clear call-to-action (CTA) necessary to drive desired actions. The goal was to create more effective landing pages that could capture user interest, guide them towards specific goals, and ultimately increase conversions.
Challenges & Solutions:
- Identify High-Performing Tags:
- Analyzed website analytics to pinpoint the most popular and high-converting tags based on metrics such as search volume, click-through rates, and user engagement.
- Prioritized tags with the greatest potential for conversion and aligned with Audacy's business objectives.
- Create Dedicated Landing Pages:
- Developed unique landing pages for each selected tag, tailored to the specific content and audience.
- Incorporated a strong, attention-grabbing headline, visually appealing imagery, and a clear value proposition that resonated with the target audience.
- Optimize Landing Page Elements:
- Simplified navigation to minimize distractions and improve user focus.
- Placed the primary CTA prominently above the fold to encourage immediate action.
- Optimized content for relevant keywords to improve search engine visibility and attract organic traffic.
- A/B Testing:
- Conducted A/B tests to compare the performance of the optimized landing pages with the original tag pages.
- Varied elements such as headlines, CTAs, and page layout to identify the most effective combinations.
Results:
- Increased Conversions: The optimized landing pages significantly outperformed the original tag pages in terms of conversion rates, demonstrating the effectiveness of the tailored approach.
- Improved User Experience: Visitors were more likely to stay on the landing pages and take the desired action (e.g., listen to a station, subscribe to a podcast, or purchase a product).
- Enhanced SEO: The optimized pages ranked higher in search engine results for relevant keywords, driving more organic traffic and increasing brand visibility.
- Higher Average Order Values: Users who converted from the landing pages had a higher average order value compared to those who came from tag pages, indicating the effectiveness of the targeted approach in driving higher-value transactions.
Conclusion:
- Customization is Key: Tailoring landing pages to specific tags ensures a more relevant and engaging experience for visitors.
- Clear CTAs Drive Conversions: A strong and prominent call-to-action is essential for guiding users towards the desired outcome.
- A/B Testing is Crucial: Continuous testing and optimization are necessary to refine landing pages and maximize their effectiveness.
- Mobile Optimization is Essential: Ensure landing pages are optimized for mobile devices to cater to the growing number of mobile users.
Irina Yekaterinoslavskaya
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