The Challenge
The Casey Foundation releases a yearly publication (available for users to download) that provides information on America’s child population at both a national and state level.
Using historical data from previous years, Seer’s goal was to provide recommendations that would ultimately increase traffic to key conversion pages while driving more Report Downloads year-over-year.
Execution
1) Minimize all potential distractions
Change the page layout to require fewer steps for users to convert:
2) Optimize for desired user path
Feature a more prominent, clickable CTA design from the homepage:
"The Casey Foundation has long encouraged nonprofits and public systems to make change for kids and families based on data and what works. When Seer offered new on-site strategies — based on user behavior — to improve how our readers accessed the Foundation’s KIDS COUNT Data Book, we felt confidence as we iterated our designs.
While the metrics of this project’s success mostly center around marketing conversions, the true benefit is that more individuals were able to learn about child well-being in their state and, hopefully, start to create change."
- John H, Sr. Communications Manager