Measure Impact of Nav Improvements

[data-sync-user]

Context: Now that it’s been some time since the new main navigation launched we should pull data to understand how it has impacted user/content engagement.

Request:

• Pull data on user engagement, visits, clicks to content listed in the main nav.
• Review previous website engagement for pre/post nav launch analysis.
• Analyze data to understand how has the new nav impacted user behavior if at all in terms of engagement, donations, pathing, etc.

┆Issue is synchronized with this Jira Task

[data-sync-user]

➤ Nancy Tran commented:

I add my metric gathering to this slide deck ( https://docs.google.com/presentation/d/1az2GAPeJLDNOa2A1OqTYvrTwGaLKx8VBpbk2aglaOqs/edit#slide=id.g2ff191c2a79_0_6 ) which captures some summaries for 2024.

Overall:

• We are getting more traffic to the pages highlighted in the dropdown nav.
• We are getting less traffic to the landing pages itself (ex. Who we are) but this could be a good tradeoff if the content within that page is still highlighted. Depends on what our priority is.
• We were able to increase our mobile engagement so now it is basically equal to our desktop engagement.
• Newsletter and donation conversions don’t seem to be affected by our changes.
• The path that people take through our site seems essentially unchanged from last year. This might be a content issue rather than navigation.