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Website optimization
OrbCare’s biggest challenge was also its biggest strength; it’s a platform that does a lot. My task was to give the company a synchronized voice that could resonate with any of our shareholders while being able to seamlessly granularize to our target market. In less than 6 months OrbCare achieved a 440% uplift in organic traffic.
I started by conducting surveys with our customers. Finding the simplest way to say what was benefiting them most about our platform. I combined that with sitting in on sales demonstrations to get which pain points to go after on the site.
Medical audiences are risk-scarce and time-constraint. Making specialty-specific pages allowed our audience a lean way to view the features that matter to their practices, resulting in increased time on site by 340% and boosted our CTR by 85%. I tracked our experiments using a combination of heat-maps, recorded user journeys, and A/B testing to deliver the result.
A company website is a continuous evolution, that’s why a quarterly reflection took place between the team, customers, and prospects to see where we can improve and get more contact forms filled.
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