Hamayal
Hamayal

Gaper.io website redesign
From 200 users to 14,000

Gaper.io website redesign
From 200 users to 14,000

Designed 100 plus pages, conversion rate optimization done from 4% to 15% conversion -
Gave this brand a life

Designed 100 plus pages, conversion rate optimization done from 4% to 15% conversion - Gave this brand a life

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Role: Senior UI/UX Designer

Prepare for takeoff.

Gaper is a marketplace for top 1% engineers. The business model for a marketplace depends upon the successful interaction between the consumers and clients.

That means for Gaper to be successful, it should enable the interaction between engineers and clients. The initial interaction between these two entites is happnening on the Gaper website. However due to some challenges, the initial interaction was not happening successfully. That lead to low conversion rates and high bounce rates. After using design thinking processes we were able to acheive the following results.

5X

Increase in
conversion rate

Increase in conversion rate

3X

Increase in
conversion rate

Increase in conversion rate

10X

Increase in brand
awareness

Increase in brand awareness

Problem Statement

  • Gaper was a facing a challenge with the conversion of the leads and engineers. The initial conversion rate was around 1%.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • The bounce rate of the users was very high around 80%.

Understanding the problem

What do we feel that is keeping the conversion rate at 1 percent?

Initially it was thought that conversion rate was low because of multiple reasons. These include:

1. CTA and godfather offer being not prominent enough.

2. The user experience of the website felt buggy.

3. The design of the website and copy did not correlate. At one end on the website we were claiming that we offer “Top 1% Engineering talent” however, the design and the user experience of the website was not good enough to support these claims. This was contradicting out claims.

4. Furthermore, we were claiming to be a marketplace for the Top 1% Engineers, however there were no engineer profiles on the website. Users were just looking at these claims but no proof was presented to the users that we stand by our claim and thus there was no trust.

Survey

Conducting a survey for Gaper was essential to gain valuable insights directly from clients and freelancers, enabling us to understand their needs, preferences, and areas for improvement in our services.

Heatmaps analysis using

Most clicks (200) were on hamburger menus in mobile responsive design.

Most people tend to click the jobs page from the header; it has 109 clicks.

Very high number of people clicking engineer profiles. 101 clicks on the monica deyes profile alone.

People are clicking very less on the assets, almost 14 people probably as it is confusing.

Any text in light blue almost always has clicks.

We lose 20% of the audience below the hero image. The section needs revision

CTAs (especially pink one) have relatively few clicks.

High Level Planning

  • We had a task to revamp approximately 40 landing pages and monitor the conversion rates, but our approach was to adopt an agile methodology.
  • The product revamp played a crucial role in enhancing the overall UX process and driving improvements in conversions.
  • In addition to our other priorities, we had to develop mobile versions to enhance the user experience for the majority of our customers who primarily used phones.
Challenges
  • We were grappling with a significant churn rate, as users were leaving right after visiting our hero section.
  • The product had an outdated appearance and suffered from significant bugs. It became non-responsive when users attempted to apply more than one filter, leading to a frustrating experience.
  • It was crucial for us to craft a compelling hook to retain their interest and engagement.
Metrices
  • Gaper was a facing a challenge with the conversion of the leads and engineers. The initial conversion rate was around 1%.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • The bounce rate of the users was very high around 80%.

Competitive Analysis

Conducting competitive research for Gaper is vital to stay ahead in the market by understanding the strategies and strengths of rival companies, helping us identify opportunities for differentiation and improvement in our services.

View complete analysis
Strengths
  • Global Talent Pool: Gaper can tap into Pakistan's vast pool of skilled professionals, offering a wide range of talent across various industries.
  • Cultural Compatibility: Similar time zones and cultural understanding may facilitate smoother client collaboration.
Weaknesses
  • Infrastructure Challenges: Issues like unreliable internet connections and power outages can disrupt remote work operations.
  • Limited Time Zone Overlap: Time zone differences with key markets like the US and Europe can hinder real-time communication.
Opportunities
  • Industry Partnerships: Collaborating with local educational institutions and businesses can create a pipeline of skilled professionals.
  • Global Expansion: Gaper can expand its operations to other international markets, diversifying its client base.
Threats
  • Political and Economic Instability: Political unrest or economic fluctuations in Pakistan can disrupt business operations.
  • Compliance and Legal Issues: Evolving global regulations related to outsourcing and data privacy can pose legal challenges.

Initial Sitemap for Gaper

What was the bottle neck that kept the website ranking better on google search?

With the recent update in Google ranking algorithm, it did consider the user experience of the website when ranking it. Our hypothesis was since the user experience of the website was bad, google is not letting it rank better. The site structure and the information architechture was weak.

This lead to poor scores on Google Page insights and Gtmetrixs. Our intial hypothesis was that if we move away from the wordpress theme and turn towards our own custom built theme for the website, we can get better control on the metrics such as TTFP, LCP and FCP.

Old Interface of Gaper.io - 2021

This lead to poor scores on Google Page insights and Gtmetrixs. Our intial hypothesis was that if we move away from the wordpress theme and turn towards our own custom built theme we can improve branding.

What other reason may have lead to decreased coversion rate on the website?

Our hypothesis was that we were trying to carter a large volume of the traffic with a single landing page.

However, we felt that if dedicated landing pages were created for each cohort of the users, leading to provide a more targetted copy, the conversion rate may approve.

Constraints
  • Gaper was a facing a challenge with the conversion of the leads and engineers. The initial conversion rate was around 1%.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • The bounce rate of the users was very high around 80%.
Tradeoff
  • Gaper was a facing a challenge with the conversion of the leads and engineers. The initial conversion rate was around 1%.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • There were usability issues with the website that was creating a bottle neck to rank the website on Google.
  • The bounce rate of the users was very high around 80%.

Updated user flows

Recruiters Focused Flows

Our "Recruiter-Focused Flows" represent a dedicated set of processes and features within our platform, designed specifically to empower recruiters and streamline their tasks catering to the unique needs and challenges faced by recruiters.

Client Focused Flows

Our "Client-Focused Flows" represent a tailored approach within our platform to meet the specific needs and expectations of our valued clients. Client relationships are paramount, and we uprovide dedicated tools and features to enhance the client experience.

Engineer Focused Flows

Our "Engineering-Focused Flows" are specifically designed to cater to the unique requirements of engineers and technical professionals. We understand the critical pages needed for career development, and our platform is tailored to support their needs.

Wireframes for updating new structure

However, we felt that if dedicated landing pages were created for each cohort of the users, leading to provide a more targetted copy, the conversion rate may approve.

Design Revamp

Gain invaluable insights, guidance, and support from experienced mentors to propel your professional growth.

Responsive pages for the website

Visualizing Website Transformation: After Responsive Design Revamp

Podcast page for the website

Elevating User Experience Through My Redesigned Audio Content Hub. I transformed our digital soundscape, offering an immersive listening experience with captivating discussions, all thoughtfully organized for your delight.

Mobile responsive screens

Enhancing User Experience with My Redesigned Interface. Discover how I've optimized our digital platform for mobile devices, ensuring a seamless and user-friendly experience on screens of all sizes.

The Biggest Win

This section highlights key accomplishments in our journey to enhance user engagement, conversion rates, and product strategy. Explore how we transformed initial metrics into impressive results and implemented a more user-centric approach to drive significant growth and improvements."

Constraints
  • Achieved a remarkable 350% increase in conversion rates, elevating them from the initial 2% to an impressive 9%.
  • Enhanced user engagement through a 40% boost in opt-in rates and improved user retention by optimizing the blog page layout design.
  • Pioneered user-centric product strategy by conducting insightful discovery meetings with stakeholders, resulting in a remarkable 20% upsurge in customer lifetime value and NPS metrics.

Heatmaps analysis using

Gaper was a facing a challenge with the conversion of the leads and engineers. The initial conversion rate was around 1%.

Google Analytics showing growth

Final Thoughts

With the recent update in Google ranking algorithm, it did consider the user experience of the website when ranking it. Our hypothesis was since the user experience of the website was bad, google is not letting it rank better. The site structure and the information architechture was weak.

This lead to poor scores on Google Page insights and Gtmetrixs. Our intial hypothesis was that if we move away from the wordpress theme and turn towards our own custom built theme for the website, we can get better control on the metrics such as TTFP, LCP and FCP.