Wellness Website Redesign

Brief

The Sir Arthur Conan Doyle Centre offers experiences to improve well-being. Their website was not converting traffic to leads or sales, did not represent the brand and was not encouraging repeat visitors. The task was to redesign their website to improve SERP rank, user retention, email lead capture and sales.

Execution

UX research revealed optimal ways to reorganise and optimise site content. Market research revealed a better direction for site copy and imagery. The new design is coherent, provides a better UX and reflects the brand proposition, A Space For You.

Results

• The bounce rate reduced from 98% to less than 1%.
• 80% of traffic returned.
• Popup generated 100% more leads than the old inline CTA.
• Online sales began.
• Customer feedback and sentiment was overwhelmingly positive.
• SEO score improved and revenue from organic search grew to around 37%.

UX Research

Card Sorting, Focus Groups, Hot Jar data and surveys led to a new wireframe and ultimately a more coherent nav system and site hierarchy.

SEO

• Keyword research to find long-tail keywords to target in blog posts, FAQs and event description copy.
• Adding Schema Markups
• Activating and optimising Google My Business for local rank.
• Encouraging backlinks from partners and media.
• Optimising on-page SEO.
• Site Speed Improvements.

Site Speed Improvements

• Unnecessary Plugins removed
• Images reformatted to small WebP
• Switched Resource Heavy Plugins for More Lightweight Options
• Implemented Lazy Load

Lead Capture and Generation

• New Popup deployed to capture email leads with a 10% off first purchase promotion.
• Pages redesigned for conversion optimisation. Clear flow from intro to call to action on relevant pages.