Intellectual Medicine
Designing Ecommerce Website & Information Architecture For Health & Wellness Center With IV Drip Infusions
The Development
Preparations
This website was massive, and also operated inside of a very niche field with holistic medicine and IV drip infusions. Being unfamiliar with this field a lot of research had to be done to understand the intricacies and benefits of this business, after reading through the entirety of the sites content I had to run a full competitive analysis as well. This increased my understanding of how the industry markets these sorts of materials, and influenced my design decisions.
User Research
From reviewing the analytics of site, and speaking with the client the most popular service offered usually revolved around either weight loss or sexual enhancement. The age demographic for this was middle aged, from late 30’s to early 50’s, users would utilize this business to help retrieve part of their youthfulness. Because this is a very vulnerable and sensitive topic of the user, making sure that the images were inviting and the messaging was clear was even more important than usually. Fostering a sense of security on the site while keeping the website clean was my main objective.
The Design
The branding of this design was slightly more strict than my previous projects. The client was insistent on incorporating very specific colors across the site from their brand, which includes 4 different primary colors and varying font weights. Because the restrictions placed I knew that spacing and color distinctions were going to be key in this design, also because of the sheer size of the content, developing a reusable template was vital in the overall development.
Key Takeaways
Conversions & Leads
Conversions on this site were measured in both products bought and consultations booked. Throughout the course of 12 months we saw a 7% increase in overall sales, and an increase of roughly 15 leads a month. The previous site did not have a journey mapped to follow users progress and capture leads.
Product Awarness
Product pages saw a dramatic increase in traffic, roughly 36%, largely due to the reorganization of content throughout the site. The client also reported that there were more requests for alternate product lines, and combined services that were never originally offered to the client.
Increased Traffic
Using Google Analytics to track overall traffic, we saw a 40% increase in overall traffic to the site initially. That number did gradually settle to roughly 20% after an additional 6 months. This client did sign up for an SEO plan which allowed for the continued optimization of their website searchability.
Time Spent On Page
Average time spent on page, per page was increased by 50% and resulted in 2.25 minutes per page. This can be interpreted as people are more likely to read the content on the page when it is laid out more legibly. The additional space that was incorporated to the site allowed users to understand the services offered.
Project Summery
This project was large, it too a lot of time and energy to bring this one to the finish line. Although I am happy with its overall outcome, the additions to the site in the recent years have started to add unwanted clutter to the site. There have been requests made that have overall had a negative impact on the site, but were non-negotiable for their implementation.
