Capterra: category pages that cut bounce rate from 50% to 45%
At Gartner, I led a company key result on Capterra's category pages, where millions of buyers start their software search. Bounce rate dropped from 50% to 45%.
50→45%
bounce rate on the category template
3
brands on one shared design system
TL;DR
- Problem
- Half the visitors to category pages left without engaging. Review information was hard to scan and compare.
- What I did
- Led Q2 2022 Key Result 1, redesigning how review information surfaces on category templates. Oversaw Key Result 2 on feature comparison.
- Outcome
- Bounce rate on the category template went from 50% to 45%. More users compared products in category and subcategory pages.
Context
Gartner Digital Markets runs three software marketplaces with different interfaces and audiences: Capterra, Software Advice and GetApp. Category pages are where buyers decide which products to look at, and they get a large share of the traffic.
Shared design system
I contributed to a design system shared across Capterra, Software Advice and GetApp. Any change I made had to work for all three brands and go through research review.
Also at Capterra
- Designed the blog and content hub from scratch with UX research, content and engineering.
- Designed the IT glossary based on research findings, supporting Capterra's search positioning.
Results
| Key result | Outcome |
|---|---|
| Q2 2022 KR1: surface review information in more helpful ways | Category template bounce rate: 50% → 45% |
| Q2 2022 KR2: increase comparisons by surfacing feature information | More users comparing category and subcategory pages |