Tenant Portal Access
In December 2019, one of our managers shared an interesting finding from our website platform’s Google Analytics. The data showed that users of our websites were taking 3 clicks to get to a small text hyperlink in order to access their Tenant Portal.
This was a somewhat disturbing fact to our team as we had designed our website templates with a large "Pay Rent" button in the upper right hand corner of every design's header as a way to make it easier for users to access their portal.
This made me want to understand why users were taking 2 unnecessary clicks to a hidden hyperlink as well as see if there were opportunities to improve our designs to provide them with a more clear pathway.
Create and run 2 click test variations. One (Test A) with designs as they exist today and the other (Test B) with different verbiage and placement of the Pay Rent button.
Each test was given to 10 participants
Adjust templated website designs based on our findings to improve the pathway to the tenant portal for our users.
PAY RENT BUTTON
I was curious to see if changing the verbiage within the “Pay Rent” button would cause people to click on it more.
Test A included two website designs, one where the button read "Pay Rent" and another that said "Resident Login". They performed the same with 60% of participants clicking that button when tasks with paying rent through their property's website.
In Test B, the verbiage was changed to, "Login" and "Tenant Portal". With both options, only 50% of participants clicked the button to pay rent.
Based on these findings we were able to confirm that "Pay Rent" does work well for our call to action buttons for the tenant portal. Our team could also consider using "Resident Login" and maintain the same results, however shortening the text to "Login" or "Tenant Portal" decreases the amount of clicks by 10%.
TENANT PORTAL PAGE
Test A showed 70% of participants incorrectly using a “Get Started” button to access their portal from the Tenant page. The correct behavior would have been to select the text hyperlink “Log In” which only 30% were doing.
In Test B, I switched the two options, making the larger button "Log In" and the smaller text hyperlink below "Get Started". The results were astounding. 80% of participants correctly clicked the “Log In” or “Pay Rent” button from that page, reducing the amount of clicking a user would have to do to accomplish the task from 3 to 1.
Based on these results, I redesigned these pages across all of our website templates making the larger button read "Log In" and the smaller text hyperlink "Get Started".
Further testing would be needed to understand a better pathway to the portal from the homepage, as different verbiage for the call to action button did not show a significant difference. In the future, I'd like to test different button designs as well as smaller effects like font style and color.