Green Portfolio is a SEBI-registered portfolio management service and research house that specializes in asset management. They provide personalized, goal-based investment management solutions tailored to each user's individual goals and investment needs.
Green Portfolio targets both HNIs (High Net Worth Individuals) and retail investors with their portfolio management and smallcase services. They connect with their user base through an online platform.
Recently, they were ranked as one of the top performing PMS (Portfolio Management Services) in India.
However, despite their high ranking, their website had low conversion rates and appeared outdated overall.
Various optimization strategies were employed to enhance the website's performance and achieve the desired outcomes of increased conversions and reduced drop-offs. This was done by improving the user experience, updating the user interface, and making the product responsive.
By implementing technical optimizations and revising the design architecture of the website, its performance was significantly enhanced.
We conducted an audit using both quantitative and qualitative information. The audit result can provide valuable insights for Green Portfolio, enabling them to make informed decisions and improve their business operations.
Insights From Audit
We conducted a thorough competitive analysis to assess the market and Green Portfolio's position relative to its competitors. This type of analysis involves extensive research and evaluation of the competition in a specific market, aiming to gain a better understanding of the industry and the company's position within it. The findings yielded valuable insights for Gelatin Labs to enhance their offerings and maintain competitiveness in the market.
Insights from Analysis
Tree testing is a user testing method that allows website designers to assess the usability of a website's navigation structure.
To optimize the user experience (UX) of our website, we conducted a tree testing study with a sample of users. Based on the results, we made changes to the site's navigation structure. This process helped us identify and address usability issues, such as confusing or unclear labels, and refine the site's navigation structure tobetter meet the needs of our users. As a result, we improved the overall user experience of our website, making it easier and more intuitive for users to find the information they need.
We created a user flow based on tree testing to outline the ideal path that users should follow during their journey on the website. This approach provided us with a holistic view of how each action would be presented to the user.
Designing a responsive interface
A large portion of Green Portfolio's users access the website using mobile devices. However, the previous version of the website was not optimized or responsive for mobile. Therefore, we adopted a mobile-first approach, starting with designing wireframes specifically for mobile devices and then adapting them for desktop view.
We have incorporated new design elements, including colors, typefaces, and components, to achieve a "modern and professional" tone. This indicates that the company is committed to enhancing its brand image and aims to convey a relevant and approachable personality to its customers.
The strategic use of specific colors, typefaces, and components visually communicates this message to users, making them feel more at ease and confident when using the website. The redesign represents a significant step towards creating a positive customer experience and establishing a strong brand identity.
Measuring Business Growth
The Green Portfolio website is designed to showcase every aspect of the market in a user-friendly manner, making it easy for potential investors to understand, navigate, and complete transactions.
As a result, the website has experienced significant growth in its performance. Using Google Analytics, the following improvements have been identified:
- New Users: Increased by 11.7%
- Page Views: Increased by 12%
- Total Sessions: Increased by 10.58%
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