Road Scholar noticed that their home page user engagement was dropping off over time, causing sales to decline. They asked the Moth team to help remedy this dire situation.
Using heatmap data and site analytics, we constructed some content strategies to rearrange the home page and add more relevant user content to it.
Using elements from their design system, we restructured the home page so that more browsable components were brought higher up in the experience. We also introduced some entry points to their travel blog and other frequently generated content. The order of the page elements varies based on the user’s data, surfacing more relevant content for that person.
Immediately after our efforts were implemented, Road Scholar’s site engagement took off, and sales increased dramatically.
Original Home Page
Updated Home Page