Button it up!
COVID-19 drove record numbers of users to CDC.gov, in particular, the CDC homepage. For a large portion of the response, the homepage had a banner with a single button leading to the COVID-19 site.
Vaccines and travel
Analyzing search terms external searches TO and internal searches FROM the CDC.gov homepage, I determined users were interested in vaccine and travel topics.
The homepage had a single button that led to the COVID-19 homepage. While we regularly updated the COVID-19 homepage, it created an additional step for users to take.
To test my theory, we updated the CDC.gov homepage to have three buttons. Two primary buttons led to the most popular search topics. The secondary button led to the COVID-19 homepage.
The follow up analysis of internal searches FROM the CDC.gov homepage showed significant decreases in searches.
48%
reduction in
vaccine searches
24%
13%
reduction in
overall searches
reduction in
travel searches
