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UX Improvements to drive Leads

Insights10 is a healthcare research report provider. They provide reports on rare diseases and serve healthcare product manufactures and players with up-to-date information

Insights10 recently launched their website and were looking to think the website as a product to drive more traffic and conversions and develop a roadmap to achieve revenue goals

Vishal was given the project to come up with roadmap and UX improvements

The brief was

What all things we can do to improve the product?

What should be the roadmap of the product?

The website was treated as a product to provide the services of providing reports to target audience

Before the work started on making or suggesting changes to the website, I started looking at the how the business is run.

The revenue comes from selling the reports

So I went deeper into how reports are sold, the usual process follows is that

There are 2 main profiles who look for reports in healthcare and pharma domains

R&D team

Consultants

R&D team looks for reports to develop new market entries, product enhancements etc

Consultants use the reports for developing specific dataset for their clients and completing client assignments

The process of selling reports is something like this

It starts with a google search and finding relevant reports

Understanding the dataset offered as part of the report

Placing an inquiry with the report provider

Talking to the analyst of the report

Budget negotiations

Selecting the report

The business runs on critical factors of

coming up on google search results

converting the visitor to leads

Following up with leads and closing the sales

The critical component was traffic and conversion. With the SEO team already in place they had started getting traffic but have a long way to go, so to ramp up the revenue the next best potential was to treat the website as a product and make changes to convert more users

This led us to market research of competitors

With the selection of 8 competitors who are performing well we started getting into detail of what they were doing and how

Process

After the brief, I started with audit of the site by understanding the flow

In the audit, mapped the entire user journey, the avenues from which user can land on pages and what all actions can they take

While mapping the user journey, the key points were highlighted and an initial set of recommendations were created

There were total 24 ways in which sites can be improved based on first set of recommendations as part of audit

Competitor Benchmarking Study

After the initial set of recommendation, it was time to go deeper into the areas where we can improve compared to competitors

For a buyer, the comparison points are usually how we stand out among competitors - normally when we buy a product and at similar price there are only few factors that make a huge difference in going ahead with a company compared to others

For this it was important to benchmark ourselves with competitors

As part of benchmark study I focused on data points and overall user flow that competitors have

Part 1: Age and Growth

We benchmarked against the established date, number of employees and revenue to understand where we can be in few years.

Part 2: Answering what they have and we don’t

In this part the offerings of product and service were compared. This indirectly helped us in creating a roadmap for the users

Here we compared Industry, Geography spread, Competitive offering for all the competitors

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This analysis helped us clearly give us what all pages, information, material, links, products, services and features that competitors have and we don’t

Based on prioritization techniques one can help create a roadmap

Part 3: Strength comparison

For each competitor we studied what are their strengths, one of the good ways to know their strengths are to look at their reviews and what customer say about them in positive tone. One gets a good idea about their strengths by checking the frequency of the positive comments over a certain point and one can find a pattern. Try to give higher marks to the recent comments so that one can know how competencies change.

Part 4: Weakness identification

For each competitor, we can study the negative reviews to know what they are not good at by looking at their negative reviews.

Part 5: Marketing of competitors

Next we identified how they were promoting, what all techniques, channels were they using to promote to identify which channels work. The usual channels found to be were SEO for traffic generation, social media for promotion.

Part 6: Social Media Presence Benchmarking

Created a grid with rows as competitors name and columns as social media channels. This helped us to know which channels were most prominent or widely used and which ones were lacking. This removed a lot of guesswork for the young team because based on follower count and engagement one can see which channels were working and which were not so as to identify whether out target market is present or not.

UI-UX Wireframing

After understanding various components for the website, we created a prioritized matrix of what can make a big impact

It was found that following components will have 80% effect on customer experience and revenue

Report Listing Page

Individual Report Page

These components on the website is what will make user decide to whether they should give us business or go somewhere else - so it is important to get these components right.

Report Listing Page

Challenges in the current report listing page

Not intuitive for user to interact

Complex navigation for first time users

Focus is not on reports

Focus is not on helping users find the correct report

Focus is not on converting a visitor to a lead

Lots of white space

Before

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To overcome the challenges mentioned above, the new UX was made focused on increasing interactivity and leads by helping users narrow down the reports to what they have in mind

The focus is brought on search which incites user to share what kind of report they are looking for

Giving users the satisfaction of how many reports are available

Prompting them with question that makes them submit what they are looking for to create an inquiry for sales team

Highlighting the latest report

A bright color to uplift and create a trust and positive effect on users

A cleaner top menu bar

Logo is text based to bring the impact

Filters remain unchanged as they are set correctly as per the requirements

A why us tab that brings the best proposition on confirming that they are the right place

A prompt at bottom of page to highlight custom report service if they are not able to find the report they can always create a custom one from us

A login button to create profiles, preferences and purchased reports.