Maximising Website Conversion Performance
Website Re-design: Targeted Strategies for Optimal Engagement
My Role: Ux Writer, Ux Researcher.
Overview
Stelara, a medication for multiple diseases, had a well-designed website, but its homepage wasn't converting healthcare professional's (HCP's) and making the patient aware as effectively as they'd hoped.
Hero Section
Previously, a generic banner image took center stage. We replaced it with a compelling image depicting someone confidently navigating their active life, subtly suggesting a brighter future with Stelara.
CTA's
The primary call-to-action button is now positioned prominently, with text that's action-oriented: "Explore Treatment Options Today".
Content
We've revamped the content to be clear, concise, and free of jargon. Addressing patients' pain points directly, the emphasis is on improved quality of life and symptom control.
Headline
The original sub-headline used medical terminology. We replaced it with a clear and benefit-oriented statement like "Manage Your Crohn's and Take Back Control".
Visuals
Relatable visuals of individuals leading active lives now accompany the medication imagery.
We conducted user interviews and surveys, and the results were eye-opening.
Healthcare professionals (HCPs) expressed feelings of frustration, isolation, and a constant battle to getting the details.
Many felt overwhelmed by jargon and longed for clear, concise information about treatment options.
Based on the research, we completely revamped the homepage with a user-centric approach based on :
Data Analysis + Case Studies + Design Solution.
Please note:
Elements of this page have been altered due to a non-disclosure agreement (NDA). The final product cannot be publicly showcased as per company policy. However, I would be happy to discuss my contributions to the project in more general terms.