Purposes of Our Main Landing Pages
The UUA's Web Team and Outreach Team make changes to the main landing pages of UUA.org based on evaluation of usage data and the purpose and core audience of a given page. Main landing pages include the home page and other top-level landing pages.
The information on a page is intended to fulfill the needs of the audience most likely to use the information. For instance, the core purpose of our home page, which has an audience which is comprised largely of newcomers, is to get people to go to the Find a Congregation site. The core purpose of pages in the Congregational Management section is to provide Unitarian Universalists with the information and resources they need to be more effectively engaged in Unitarian Universalist (UU) congregations, UU life, and building the movement. Other sections may have more specific purposes and audiences.
We measure any changes to major landing pages wagainst whether we can get more people to go to the Find a Congregation page or to find out more about UUism. If we don’t pursue that goal, there must be another clearly-articulated purpose for a page that would inform a change in position of featured elements.
The home page is the site where those new to UUism discover our faith. If we have new initiatives to promote that encourage newcomers to engage with our faith, we will test the positioning of such items on the home page.
How We Test Proposed Changes
Testing of new initiatives or changes in positioning on a main landing page will be conducted in two key ways:
- A/B testing: We can offer two versions of a landing page, served on a random basis. Google Analytics tracks user action on the page, to see, for instance, whether having a particular item in a particular position leads more people to click on it, or whether fewer people click on an item below the fold. We will also track how many people look to find a congregation in either proposed version of a page where are other elements are tested.
- We can show the existing and proposed new page to a set of existing UUs or non-UUs and ask for their reactions. We conduct in-person usability tests and online reaction tests using FeedbackArmy and SurveyMonkey.