A Global IT Service Company

Problem

One of our clients, a leader in the weight loss industry for over 30 years, needed an updated website design to better promote their meal menus and home-delivered meal plans. The previous website had poor usability and a confusing purchasing experience for users. This became a high priority for their business and one that required careful planning and strategy because they largely rely on their website for orders from customers and distributors.

challenge

The objective of our team was to re-design the website with the user in mind, providing them with enhanced decision-making capabilities and an improved user experience. Redesigning the backend administrative interface to provide distributors greater control over daily operations was another challenge to tackle.

Research

We started our in-depth study using the data. As a Google Certified Partner for Google Tag Manager and Google Analytics, we prioritized our efforts to improve the website’s overall usability and content organization by concentrating on the areas where the site was experiencing the most problems. After that, in order to better shape and influence our designs and development and to gather user feedback for a website that would engage users more successfully, we turned to user testing.

After that, we conducted interviews with the distributors for the client to learn more about the main challenges they faced with ordering and using the backend of the website. Equipped with the necessary user input and Google Analytics data, our team set to work on developing several designs that would better match the business objectives of the client with those of their customers.

Content and web pages may be updated, redesigned, or removed to improve overall organic search performance and engagement. Next, working with the client’s content team, we produced an editorial calendar with deadlines that aligned with the construction and launch of the new website, as well as a prioritized list of content requirements.

Our Solution

The front-end layout was completely redesigned with the user in mind after we used all of our research and user input. We concentrated on developing a new ordering and purchase process that was more efficient and did away with the challenges that the old website had. We also developed an easy-to-use dashboard that allowed distributors to update orders, schedules, and client data, relieving them of a number of technical issues caused by the outdated back-end ordering capability.

Additionally, we logically arranged and structured the website’s content so that people could easily navigate it and search engines could easily crawl it.

Result

The results of the hard work were impressive: not only were key performance indicators (KPIs) higher overall, but users spent 35% more time on the updated client website. In addition, the client’s new website had a 57% rise in total traffic and an 83% increase in traffic from organic search thanks to content and structural initiatives. 

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Details

Date

30 March 2024

Category

Business

Location

Delhi, India