Case Studies - Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics - page 266

For example, we discovered that 37% of visits that involved Information
Technology also involved Computing, but that only 27% of visits that involved
Computing also involved Information Technology. In addition, we found that
Computing was receiving 33% more visitors than Information Technology. This con-
firmed what we'd seen in usability testing: our participants were more likely to click
on Computing (above the fold) than on Information Technology (below the fold).
We looked at the content of these two subjects and discovered that prospec-
tive students should really think about both of them before choosing either.
From this type of analysis, across the entire list of subjects, we recommended a
new design with a much shorter list of subject areas based on actual user behav-
ior, and the clusters of subjects they tended to view together (see Figure 10.21 ).
The previous organization of subject areas reflected the internal structure of
the university at that time; for example, the Mathematics and Computing faculty
Figure 10.21 The prospectus homepage in 2012; a short but effective list of subjects.