Background
Previously, on the Niagahoster /domain-murah page, there was a section that displayed a long list of domain extensions, occupying a significant amount of space on the page. After conducting tracking analysis using Hotjar, it was found that user exploration was not extensive, with most users not scrolling down to the bottom of the page. The majority of users focused only on the search bar section to enter a domain name and the domain price cards located below the hero section.
Additionally, when looking at the Domain page layout of competitors, most of them display the list of domain extensions on a separate page. This provides a more focused and maximized user experience, with the page dedicated to showcasing the comprehensive list of domains and their prices. From an SEO perspective, this approach is advantageous as it facilitates better keyword ranking and attracts more traffic through popular keywords like domain prices. Relying solely on the main Niagahoster /domain-murah page may not optimize the visibility of popular keywords, considering the substantial amount of content already present on that page.
Objectives
- Increase revenue of Domain product by increasing the traffic from new specific landing page Harga Domain (specific page for ads and SEO purposes).
- Optimize the experience of user while searching for the top level domain (TLD) they needed.
- More focus when displaying list of top level domain (TLD) on specific page complete with domain category and price list.
Initiatives
Execute Design Thinking Workshop
To kickstart the process of ideating a new landing page (LP), a thorough brainstorming session is needed to establish the user experience flow, ensuring that the new page is functional and aligned with the initial objectives. To provide a more focused and directed brainstorming session, a modified design sprint method supported by the UI/UX team (design thinking workshop) was decided upon.
The purpose of this process is to define and ideate on how to solve the challenges faced by users, particularly during the domain purchase. The stakeholders involved in this process include the Product Manager, UI/UX team, and Marketing team.
The problem statement utilized in this process was:
"How might we assist users in easily finding domains that meet their needs, such as price, functionality, or popular domains, without compromising website performance when searching for domain extensions?"
Through the conducted process, including sketching flows using the Crazy 8 technique, several insights were discovered for further execution:
- Filter Feature: Allowing users to search for domains based on price categories, popularity, or relevance to common TLD functions.
- Domain price page presented in a tabular format.
- The presence of a search bar that enables domain search and ordering simultaneously.
- User-friendly button to easily purchase selected extensions, with the click action autofilling the search bar.
- Promotion-related information displayed with labels, including filters for easier visibility of promotions.
Add New Page for List Harga Domain
After conducting discussions and a design thinking workshop, the next step involved wire-framing until hi-fi prototyping for the Harga Domain page with the assistance of the UX Designer team. As per the initial focus on crafting a new design for the Price Domain page, the emphasis will be on the following aspects:
- Search bar feature.
- Comprehensive table listing TLDs with their complete prices.
- Add filter and sorting options, separating the two sections for easier user navigation.
- Sorting options based on price and popular domains.
- For the filter categories, the team conducted benchmarking on competitors and identified common functional groupings for each TLD.
- Clear "Beli" button to guide users back to the search bar (auto-fill based on the selected TLD).
- "Beli/Cek Sekarang" button to redirect users back to the search experience flow on the /domain-murah page.
- Add a section for keyword optimization, including a dedicated section for related copy or information on the Harga Domain page.
User Story
- User Story tittle: User visit /harga-domain Niagahoster page
- The search bar is visible and functioning properly.
- The autofill feature on the "Beli" button works effectively.
- Users can find a complete list of TLD/extensions along with their prices.
User Story Description: As a domain user, I want to explore the offerings and list of domain extensions available on Niagahoster's platform so that I can have a comprehensive understanding of all the available extensions and conduct searches according to my domain needs.
User Acceptance Criteria:
- User Story tittle: User search for the domain they need
- Users are directed straight to the /domain-murah flow when they search for a domain name and click the "Cek Sekarang" button.
- Users can view the filter section (sorting by price and domain grouping).
User Story Description: As a domain user, I want to search for a domain based on the extension and domain name I require so that I can find a domain that suits my needs and proceed with the purchase promptly.
User Acceptance Criteria:
Result
In the middle of 2022, this new page Harga Domain was launched, the details can be checked on this url https://www.niagahoster.co.id/harga-domain
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