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Creating an online engine for growth

Challenge / Journey

After two large health systems joined together to form one cohesive network, it faced a unification challenge for its legacy websites.

In order to solve this challenge and establish a presence for the new brand, the system’s site was designed as a portal forcing patients to “choose” one of the two legacy health systems’ sites for services and information. With limited in-depth content, high bounce rates, low visitor engagement, and lack of navigation tools to key functions, Movéo was asked to redesign the user experience of the website and consolidate and develop new content to provide a unified digital brand experience and drive conversions.

Discovery

Movéo’s process began with an assessment of the health system’s web metrics to assess current engagement levels and bounce rates. We also conducted deep dive user experience audits of top performing national healthcare providers and local best practice competitors to assess UX design best practices for everything from home page presentation to sub-page design, functionality to navigation.

Following completion of the audits, our team developed a digital strategy that defined the vision and objectives of the site along with a roadmap depicting the stages and timing for content integration, development, and eventual depreciation of the legacy websites.

We conducted a thorough content audit of the entire site’s pages in order to define a content model that was used to inform the information architecture, design, and content. We then developed a new site architecture showing major sections and pages as well as flows of key user pathways.

The process of developing content to cohesively flow throughout each webpage was a large undertaking. Movéo’s team first developed “content priority guides” based on agreed-upon topics in initial stakeholder interviews for 10 service lines as well as relevant patient and physician information. The outlines were followed by client reviews and approvals.

Our wireframe designs were optimized to create efficiency of critical/priority user pathways such as finding a doctor, requesting an appointment, learning about a service, and finding location/contact information. Movéo engaged in a series of crowdsourced usability and navigation tests on the design prototypes to ensure the final design’s purpose was clear, navigation was intuitive, and the visual look resonated with users.

Insight & Strategy

Movéo’s strategy with the redesign was to develop an “engine for growth”—an improved user experience that would lead to increased site engagement and use of self-service functions designed to increase transactions and revenue.

This strategy was accomplished by developing:

  • Lead generation tools designed to engage trial use (registrations for health risk assessments, events and other high value content).
  • Revenue generation through easy access to online bill pay and donation functions
  • Operational efficiencies via finding a doctor or location, appointment scheduling/request for schedule, and access to patient portal functions

One of the most important strategies for developing the new site was utilizing the system’s revenue per appointment data. With this data, Movéo was able to assess how many appointments were made based on online scheduling directly from the site as well as appointments by phone as influenced by the site. This data allowed our Data & Insights team to develop a metrics strategy framework to project the return on investment in the site’s redesign for senior leadership.

Our content strategy was developed to provide useful information that left the visitor feeling that the health system:

  • Is near them (locations)
  • Can help treat them every step of the way (services/treatments on par with an academic research institution)
  • Will treat them like family

Implementation

After approval of the wireframe, visual design comps, and content, Movéo’s Creative Technology team built out a robust website that cohesively and comprehensively detailed the health system’s service offerings and expertise while developing more user-friendly functions. Programming and rigorous QA testing was implemented prior to the go live date.

Results

Movéo developed pre-launch benchmark data and an ROI model to track key performance indicators (KPIs) on a monthly basis. During just the first six months following launch, our client experienced triple — even quadruple — increases in activity across KPIs compared with the six-month period prior to the launch:

  • Generate leads +1,030% increase in “Contact us”
  • Appointment requests +136.26%
  • New visitors +26.44%
  • Unique visitors +28.56%
  • Returning visitors +36.29%
  • Sessions > 3 minutes +180%
  • Page views +54.58%
  • Visitors from search +118.24% (organic +154.35%)
  • Mobile sessions +89.52%

Our ROI model also projects that our client will receive between $1.82 and $2.07 for every $1 invested in web redesign. (For the first fiscal year post launch.)

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