Homepage Review
My first project as a Junior UX Designer at Drinkaware.
I completed a competitor analysis and homepage performance review and shared recommendations with the Digital Team for discussion around implementation.
Recommendations actioned saw improvements as below (see image for one of the new additions, a block to guide users):
an increase in time spent on page of 13%.
a reduction in bounce rate of 24%.
Competitor Analysis
I analyzed eight charity websites to inform the Drinkaware homepage redesign, selecting a mix of organisations with similar goals, audiences, and functionalities:
Health-Focused Charities: Mind, With You – for their focus on health and well-being.
Information-Driven Charities: Oxfam, Friends of the Earth, NSPCC, Macmillan – for their emphasis on delivering information. Friends of the Earth, in particular, aligns with Drinkaware’s goal of driving cultural change.
Audience-Focused Charities: National Trust, Kew Gardens – for their strong user engagement and audience-centric design approaches.
Method
To analyse the competitor homepages, I used a structured approach:
Content Sections: I counted the number of content sections on each homepage and annotated the type of content block included in each (see image for key).
Link Analysis: I tracked the number of links within each section, noting instances where a single section contained multiple links (e.g., Macmillan’s had a huge 29 links within 10 sections).
Content Focus: I categorised each section as either mixed (e.g., combining shop promotions, blog items, and informational content) or focused (dedicated to a single type of content).
Presentation: I evaluated how the content was visually and functionally presented, including layout, hierarchy, and user engagement techniques.
Results
Drinkaware’s Content
Mostly focused multiblocks ; one mixed section (information + tailored content).
Uneven distribution: 14 content links vs. 3 blog links.
Competitor Insights (see image for visual of page reviews)
Mixed blocks save space by allowing a better respresentation of what is available on the website in a smaller amount of space.
Competitors offer an “I want to…“ section which lets users choose their journey, Drinkaware has sections tailored towards 2 specific journeys; “looking for someone else” and “reduce drinking.”
Key Observations
Mission Statements: All (except National Trust) feature them prominently.
CTAs: While Drinkaware currently has two CTAs (MyDrinkaware app + newsletter), competitors average 4.4 CTAs, including transactional prompts like shop or donate. Although Drinkaware could match this and promote the shop, simply adding a shop CTA may not align with user needs at this stage. Instead, a strategic approach—identifying where specific shop items could naturally support the user journey—would ensure relevance.
Visuals: Drinkaware is comparative to other competitors in its use of imagery.
Seasonal Content: Drinkaware’s has a “seasonal” section section just below the fold, however it does not present as seasonal as it’s content could be applicable year-round; competitors highlight truly seasonal/topical content.
Blogs: Most competitors feature blogs with dates, reading times, and tags. Drinkaware displays blog items the same as website content.
Supplementary information
Current Homepage performance
From July 2021- June 2022.
Carried out using Google analytics and Site Improve (see image for screenshots).
A review of the different style heatmaps showed a lack of scroll depth for the homepage and the majority of clicks going to the menu and search function.
When looking at next viewed pages, there was a focus on the tools and facts landing pages which are accessed via the navigation bar.
Review of the most popular pages of the last year again focuses on fact pages (12) and tools (3).
Recommendations
Refocus the Homepage:
Use the homepage as an extension of the navigation menu, showcasing key content and tools upfront in an attempt to move the focus from the burger menu.
Guide Users on Their Journey:
Expand journey options beyond “looking for someone else” and “reduce drinking” to include all our main user journeys (“help to stop drinking“ and “support services“).
Reformat Content Blocks:
Remove the topical block below the fold.
Introduce a new structure:
Block 1: Guide users on their journey.
Block 2: Mixed content with a theme (e.g., mental health).
Block 3: Blog, guidance, or campaign highlights.
Direct to Landing Pages:
Use content blocks to redirect users to dedicated landing pages for facts (specific or general).
Introduce a Mission Statement:
Add a clear mission statement (e.g., “Reducing alcohol-related harm”) to communicate Drinkaware’s purpose and build trust.
Outcome
Findings presented and discussed in the Digital team meeting.
I designed a mock-up of how the homepage would look to better showcase my recommendations.
Recommendations were split into those that could be actioned by ourselves such as reformatting blocks and signposting to user journeys and those that required extra resource (internal and external) such as adding a mission statement.
Removal of the seasonal block was considered too extreme. As this is where we share research reports and campaigns, consideration on how we can boost engagement is required instead.
Updated wireframes and page mockup (see image)
Measured impact of updated page layout
Month comparison two ways (November 2022 vs 2021 and November 2022 vs September 2022)
Average time on page increased 38% and 13.4%.
Bounce rate decreased 23.8% and 25.8%.