The old search page

The old search results

We deployed an updated version of the RevaHealth.com website last night that focused upon the usability of our main search pages. The goal of these changes is to make it easier for users to refine their search results and increase their engagement with the site.

We are closely monitoring the performance of this change and are expecting to see a noticeable increase in the number of pages viewed by the average visitor. We also expect to see a drop in our bounce rate, however we expect this to be slight. If the test succeeds the next goal will be to convert the increased engagement with the site into delivering value to both the visitor and the clinics featured on the site.

  1. We reduced the prominence of the search functionality. While the search boxes are still visible and constantly available we have discovered that the vast majority of our visitors are either interested in further refining their search or broadening it. It is rare that they want to jump into different categories or locations. Eye tracking analysis tells us that putting the search box on the right hand side of the page means that most visitors simply won’t notice it. This works as long as the page is relevant to the visitor, however some users will always land on the wrong page and having the search function available is still important.

  2. The new search results

    The new search results

    We logically grouped all of the search functionality into one cohesive unit by putting a white background behind it. Previously the search functionality comprised of three separate items that needed to be tied together into one function by the visitor. Now by strongly visually linking them we hope to have simplified this.

  3. We changed the filtering mechanism from tick boxes and radio buttons, replacing them with drop down lists. While we don’t feel the new interface is as elegant or visually appealing as the previous filtering, it is more standard and occupies less real estate. We expect that by adopting the more common practice of drop downs and not forcing our users into learning a relatively unique UI that we will increase the use of this feature. This will give the visitor better and more relevant search results.

  4. We increased the size of the title on the page and spaced it out more so that visitors who land on page for the first time can instantly see what the page is about.

  5. We added the number of clinics that are returned by a search. So instead of saying ‘All Dentists in XXXX’ we now say ‘All 212 Dentists in XXXX’

  6. We have added breadcrumbs into the header of the page for visitors that want to broaden their search criteria. We are not 100% sure about this feature and we expect to do further tests on their placement on the page.