Increasing pages per session by 82%

How we improved pages per session by 82% and scroll depth by 67%, driving meaningful engagement.

Big Problem

About

Bridgeman Images aimed to enhance its mobile user experience by optimizing product pages to reduce bounce rates and increase user engagement.

Business challenges

The objective was to expose visitors to more related content, driving deeper interactions and increasing the likelihood of conversion over the 25-day sales attribution window.

Year:

2024

Client:

Bridgeman Images

CRO

UX/UI

82.01%

Page per session

1.4x

Active time spent

The problem

Bridgeman Images faced a significant challenge with its mobile user experience. Over 68% of traffic originated from mobile devices, yet metrics such as pages per session, scroll depth, and bounce rate indicated poor engagement. The existing mobile product page lacked a clear visual hierarchy, had low scroll-through rates to related content, and was overwhelmed with too many calls-to-action (CTAs). This led to a fragmented user experience, resulting in lost opportunities to engage users with more content and, ultimately, drive sales.

Hypothesis
Since the average sales attribution window is 25 days, we believed that exposing visitors to more similar/related content by optimizing mobile product pages would reduce the bounce rate and increase pages per session. This would improve user exposure to a broader range of content, increasing the likelihood of conversion.

Approach

To identify the key pain points and opportunities, I analyzed heatmaps of the existing site and observed that only 30% of users scrolled far enough to view related content. The lack of engagement with related images suggested that key sections were not being surfaced effectively to mobile users.

Using these insights, I prioritized designing a solution that streamlined the user flow, minimized distractions, and encouraged deeper engagement with content.

Define & Ideate

Design Improvements

The redesign introduced a streamlined layout with a clearer visual hierarchy, focusing on prominent CTAs like "Buy Now & Download" to guide user actions effectively. Related content was moved higher up the page, licensing options were consolidated into a modal for simplicity, and social proof elements like Trustpilot ratings were integrated to build trust and credibility.

Results

The redesigned mobile product pages yielded significant improvements across all key metrics:

Pages per Session increased by 82%, reflecting deeper user engagement.
Scroll Depth improved by 67%, indicating that users were exploring more of the content.
Active Time Spent on pages rose by 115%, showcasing increased interaction with page elements.
Bounce Rate saw a noticeable reduction, though further analysis is ongoing to quantify the impact.

These changes aligned with our hypothesis, successfully exposing users to a broader range of content and driving engagement.

Final thoughts

The project underscored the importance of:

Data-Driven Design: Heatmap analysis and user behavior insights were critical in identifying and prioritizing pain points.
Content Placement: Elevating related content earlier in the user flow significantly impacted engagement.
Iterative Monitoring: While the initial results are promising, ongoing monitoring and A/B testing remain crucial to sustain and further refine performance improvements.

This redesign marked a critical step in enhancing Bridgeman Images’ mobile experience, paving the way for continued optimizations to align with evolving user behaviors.

Problem Discovery Ideating Design