Redesigning A Senior Services Website for a 31% Better Lead Conversion Rate
RESULTS
36%
Increase in ORganic Traffic
59%
Increase in time spent on sponsor pages
31%
increase in lead conversions
We partnered with Seniors Guide to transform their digital presence, resulting in increased conversions, traffic, and a more valuable property for sponsors.
Focus
Challenge
Seniors Guide aimed to modernize its digital platform to better serve seniors and their families seeking care options. However, their internal development team was already at capacity, limiting their ability to execute a comprehensive redesign. The existing website lacked a streamlined user experience, making it difficult for users to navigate and find trustworthy providers, which in turn hindered the company’s growth objectives.
Solution
COLAB collaborated with Seniors Guide to revamp their website, focusing on aligning business goals with user needs. Through brand workshops, stakeholder and user interviews, competitor analysis, user testing, and website analytics, COLAB gathered insights to inform the redesign. Key initiatives included mapping user journeys, reworking the information architecture for improved navigation, incorporating new brand assets, establishing a set of digital design patterns, and implementing geolocation technology to provide personalized search results based on users’ zip codes. These efforts led to a more intuitive and accessible website that effectively connected seniors and their families with care providers.
Background
Seniors Guide needed an updated look with a more streamlined user experience to achieve their growth goals. The internal development team was already too busy on existing projects to execute this themselves. COLAB stepped in to supplement their team in redesigning the Seniors Guide website.
Solutions
Our goals on the business side were to increase revenue potential, add additional monetization opportunities, and increase brand awareness. On the user side, we wanted users to understand the options available to seniors, find trustworthy providers, and feel reassured and confident in an uncertain situation.
We needed to align the business interests with user needs to do both. To work through this, we leaned into the UX process using brand workshops, stakeholder/user interviews, competitor analysis, user testing, and website analytics to gain insights to aid the redesign.
We mapped user journeys and reworked information architecture to improve navigation for caregivers, active seniors, professionals, and advertisers. We incorporated new brand assets into the website redesign and established a set of digital design patterns. We used a variety of technology solutions in implementation. The most interesting were using browser and IP geolocation to identify accurate user locations and provide personalized search results based on zip code.
Outcomes
The redesign was a hit. In early measurements, we saw a 36% increase in organic traffic, a 59% increase in time on sponsor pages, and a 31% increase in lead conversion, not to mention an increase in advertising revenue. We continue to work with Seniors Guide on feature improvements and new initiatives.
