CS Healthcare’s website and quote and buy funnel was incredibly dated. As part of an overall brand modernisation project, the website needed to reflect a better customer experience and make it easier for customers to understand their standout points.
Our team undertook user testing and UX analysis to identify pain points in existing customer journey; this customer insight was then used to re-design and re-build both the brochureware pages of the website, and the quote and buy funnel, to optimise the customer journey for conversion.
One of the project objectives was to improve first impressions of the brand… the website needed to educate people on who CS Healthcare are, and how they differentiate themselves in the market from their competitors.
Previously with each product having their own purchase funnels, the “your choice” and “HealthBridge” products needed to be consolidated into a single quote and buy path, enabling a consistent user journey and improving MI back into the business. equimedia overcame these IT infrastructure issues by providing recommendations and deploying a technical solution to meet both these IT and user requirements.
The product information on site was simplified, and translated into user friendly content getting to the key benefits more quickly in order to drive better click to sale conversion.
“Working with the equimedia team has allowed us to identify where our old site was under-performing, and base decisions for the new design on insight and analysis, rather than just being led by look and feel. We are very happy with the new user journey, specifically the solution to integrate the two products into one journey – meaning we have more comprehensive end to end MI feeding into the business, and this all being tracked through Google Analytics means this information is accessible for all stakeholders.”
Russell Stephens, Director of Marketing, Distribution and Membership