Insights10 is a healthcare research report provider. They provide reports on rare diseases and serve healthcare product manufactures and players with up-to-date information
Insights10 recently launched their website and were looking to think the website as a product to drive more traffic and conversions and develop a roadmap to achieve revenue goals
Vishal was given the project to come up with roadmap and UX improvements
The brief was
- What all things we can do to improve the product?
- What should be the roadmap of the product?
The website was treated as a product to provide the services of providing reports to target audience
Before the work started on making or suggesting changes to the website, I started looking at the how the business is run.
The revenue comes from selling the reports
So I went deeper into how reports are sold, the usual process follows is that
There are 2 main profiles who look for reports in healthcare and pharma domains
R&D team looks for reports to develop new market entries, product enhancements etc
Consultants use the reports for developing specific dataset for their clients and completing client assignments
The process of selling reports is something like this
- It starts with a google search and finding relevant reports
- Understanding the dataset offered as part of the report
- Placing an inquiry with the report provider
- Talking to the analyst of the report
- Budget negotiations
- Selecting the report
The business runs on critical factors of
- coming up on google search results
- converting the visitor to leads
- Following up with leads and closing the sales
The critical component was traffic and conversion. With the SEO team already in place they had started getting traffic but have a long way to go, so to ramp up the revenue the next best potential was to treat the website as a product and make changes to convert more users
This led us to market research of competitors
With the selection of 8 competitors who are performing well we started getting into detail of what they were doing and how
Process
After the brief, I started with audit of the site by understanding the flow
In the audit, mapped the entire user journey, the avenues from which user can land on pages and what all actions can they take
While mapping the user journey, the key points were highlighted and an initial set of recommendations were created
There were total 24 ways in which sites can be improved based on first set of recommendations as part of audit
Competitor Benchmarking Study
After the initial set of recommendation, it was time to go deeper into the areas where we can improve compared to competitors
For a buyer, the comparison points are usually how we stand out among competitors - normally when we buy a product and at similar price there are only few factors that make a huge difference in going ahead with a company compared to others
For this it was important to benchmark ourselves with competitors
As part of benchmark study I focused on data points and overall user flow that competitors have
Part 1: Age and Growth
We benchmarked against the established date, number of employees and revenue to understand where we can be in few years.
Part 2: Answering what they have and we don’t
In this part the offerings of product and service were compared. This indirectly helped us in creating a roadmap for the users
Here we compared Industry, Geography spread, Competitive offering for all the competitors
This analysis helped us clearly give us what all pages, information, material, links, products, services and features that competitors have and we don’t
Based on prioritization techniques one can help create a roadmap
Part 3: Strength comparison
For each competitor we studied what are their strengths, one of the good ways to know their strengths are to look at their reviews and what customer say about them in positive tone. One gets a good idea about their strengths by checking the frequency of the positive comments over a certain point and one can find a pattern. Try to give higher marks to the recent comments so that one can know how competencies change.
Part 4: Weakness identification
For each competitor, we can study the negative reviews to know what they are not good at by looking at their negative reviews.
Part 5: Marketing of competitors
Next we identified how they were promoting, what all techniques, channels were they using to promote to identify which channels work. The usual channels found to be were SEO for traffic generation, social media for promotion.
Part 6: Social Media Presence Benchmarking
Created a grid with rows as competitors name and columns as social media channels. This helped us to know which channels were most prominent or widely used and which ones were lacking. This removed a lot of guesswork for the young team because based on follower count and engagement one can see which channels were working and which were not so as to identify whether out target market is present or not.
UI-UX Wireframing
After understanding various components for the website, we created a prioritized matrix of what can make a big impact
It was found that following components will have 80% effect on customer experience and revenue
- Report Listing Page
- Individual Report Page
- Login and Signup functionality
These components on the website is what will make user decide to whether they should give us business or go somewhere else - so it is important to get these components right.
Report Listing Page
Challenges in the current report listing page
- Not intuitive for user to interact
- Complex navigation for first time users
- Focus is not on reports
- Focus is not on helping users find the correct report
- Focus is not on converting a visitor to a lead
- Lots of white space
Before
To overcome the challenges mentioned above, the new UX was made focused on increasing interactivity and leads by helping users narrow down the reports to what they have in mind
- The focus is brought on search which incites user to share what kind of report they are looking for
- Giving users the satisfaction of how many reports are available
- Prompting them with question that makes them submit what they are looking for to create an inquiry for sales team
- Highlighting the latest report
- A bright color to uplift and create a trust and positive effect on users
- A cleaner top menu bar
- Logo is text based to bring the impact
- Filters remain unchanged as they are set correctly as per the requirements
- A why us tab that brings the best proposition on confirming that they are the right place
- A prompt at bottom of page to highlight custom report service if they are not able to find the report they can always create a custom one from us
- A login button to create profiles, preferences and purchased reports.
After
Individual Report Page
Once user has narrowed down a report, they want to know more about the report
Before
After
Login Flow
Before
After