Still Bisexual

Overview

Still Bisexual is a website dedicated to providing resources, information, and personal stories from the bisexual community that give voice and support to an underrepresented sexual orientation.

Starting Point

After launching their website, Still Bisexual wanted to understand how it was performing and identify areas of improvement.

In particular, they wanted to:

• Analyze the effectiveness of the blog filtering system
• Understand user interaction with pop-up videos and identify any usability issues
• Evaluate the engagement with the “Submit a story” feature and identify potential reasons for low participation

What We Did

We analyzed the website’s performance and user behavior to understand areas of improvement:

1. Research Plan Development

To ensure stakeholder buy-in, we developed and shared a research plan outlining objectives, methods, and tools to be used. Establishing these clear goals ensured our alignment during the research process.

2. Implementation of Research Tools

To gather data for analysis, we integrated several tools into the website. We then collected heatmaps, user session recordings, and raw quantitative data from HotJar and Google Analytics.

3. Data Analysis

In alignment with the research plan, we focused on the performance of 3 key aspects of the website: the blog filtering system, the site’s pop-up videos, and the submit a story feature.

• Blog Filtering System – Heatmaps allowed us to see that users were successfully using the blog filtering system. However, video recordings showed us users found unexpected dead ends when clicking on specific categories which led to ‘category-only’ pages (a page where all posts for a specific category live). These pages lacked a clear path for navigation to continue or return to the blog which ultimately interrupted their search journey.
• Pop-up Videos – Recordings of user sessions demonstrated that users watched the pop-up videos for several seconds. However, tracking clicks showed us they then attempted to close them by clicking outside the video instead of the ‘X’ button, quickly becoming frustrated when this didn’t work. They also attempted to find pause or mute buttons on the video screen which weren’t available.
• “Submit a Story” Feature – The client shared their concern that users weren’t submitting new stories. Google Analytics, Heatmaps, and click tracking uncovered that the page had low engagement and that users weren’t clicking the CTA (“Submit a story”). The page’s content was too dense, difficult to scan, and the CTA was a link in the copy, instead of a clear call to action.

Recommendations

Based on the analysis, we compiled the below list of recommended changes and shared it with the client. We then aligned on implementation details, other opportunities, and next steps.

Final Steps

The recommended changes were implemented by the UI design, development, and content teams. These changes ensured an enhanced experience for Still Bisexual users, and allows the client to continue analyzing user behavior for further improvement opportunities down the line.