• Client:
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Info about the project

Kajiščeš.si (translates to “what are you looking for?”, a common phrase used in chats on gay male dating apps) is an information hub for the MSM population. Its main objective is to inform people about Legebitra’s free testing for HIV and other STIs.

High bounce rate? I don’t know her.

The case study of Legebitra’s Kaj iščeš?
  • Client:
  • Visit live:

Info about the project

Kajiščeš.si (translates to “what are you looking for?”, a common phrase used in chats on gay male dating apps) is an information hub for the MSM population. Its main objective is to inform people about Legebitra’s free testing for HIV and other STIs.
Heidi's work on the KajIščeš.si webpage was professional, reliable and carried out with complete care. Heidi also made sure that we understood why and how we get visitors to our page and how they behave on the website.
Lana Gobec, President of Legebitra

Idk about you, but I love coffee.

So much so, the staff at my local café doesn’t even need to ask me for my order —

they go “coffee with milk?”

and I go “uh-huh”,

and there it is, a few minutes later, with a glass of water on the side.

What a pity we can’t do this on the web, right? If only we could customise each user’s experience to fit their needs …

Except we can.

I’m not even talking about complicated and non-GDPR-compliant tracking (like for example website personalisation depending on your organisation’s IP address, which, by the way, is a real and very creepy thing).

I’m talking about simply understanding who it is that you’re talking to.

The idea behind the Kajiščeš.si website is to inform people about HIV and other STIs and to promote the already quite popular STI testing services for males who have sex with males (MSM) at Legebitra.

The previous website attracted a good number of visitors through Google—in fact, it attracted too many.

Yes, too many. Let me explain.

Some of the people coming to the website weren’t MSM at all—therefore they didn’t qualify for the free STI testing. Offering them this service didn’t fulfill their needs at all.

It was like if I went to my café and was given mulled wine. I hate mulled wine, so if you’re only going to offer me mulled wine, I'm just going to leave.

And leave they did, judging by the statistics of the top-visited pages on the website.

Notice how the bounce rate for the non-target group is much higher than the rest.
Discussing these data and their goals with the team at Legebitra, we defined three main audiences that the website was addressing and the primary goal for each:
Audience Description Goal
Target The MSM population Get tested at Legebitra
Non-target The general public Get tested at a public health institution
HIV+ People who are HIV positive Take advantage of Legebitra’s support services

One thing to note here is a common myth about how people use websites. Most of us would naturally assume that people come to the homepage of a website and then browse from there, visiting several sub-pages.

In reality, for most websites, the majority of visitors enter the website through a sub-page (for example a blog post), reads it and never visits another page. Of those who do, most navigate to the home page next, trying to learn more about the website.

One thing to note here is a common myth about how people use websites. Most of us would naturally assume that people come to the homepage of a website and then browse from there, visiting several sub-pages.

In reality, for most websites, the majority of visitors enter the website through a sub-page (for example a blog post), reads it and never visits another page. Of those who do, most navigate to the home page next, trying to learn more about the website.

Were we successful? Well, let’s look at the data!

Within the first month after launch:

The site-wide bounce rate dropped by 24%
Average session duration increased by 115%
Pages per session increased from 1.5 to 2.2 (68% increase)
Bounce rate
Bounce rate tells us what percentage of people opened this page and closed it without clicking anywhere. Pay attention to this one as it says a lot about the user’s journey through the pages in the website.
Average session duration
Average session duration tells us the average length of time people spend on the website.
Pages per session
Pages per session is the average number of pages people visit in a single visit.
“When we started talking about redesigning the Kajisces.si website, we knew that a lot of our visitors were not our target group and that the design and the information there was suited to our needs and did not take our visitors behaviour into account. We just did not know how to change that,” says Lana Gobec, the president of Legebitra. The data shows that the new content organisation now makes a lot more sense for this site’s very different audiences.

@AskPun

Wondering what are the best apps, tools, and methods to make an impact in the fast-paced online world? Follow me @askpun on Instagram for short lessons on design, marketing, and technology for non-profits!
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