Senior Marketing
User Insights Lead to Impactful Website Updates and Paved the Way For a Full Redesign
CHALLENGE
Marquette, a premium not-for-profit Life Plan Community in Indianapolis, needed to evolve its online presence to truly represent the community and effectively address the changing needs and expectations of their target audience. As their full-service agency, Orchard recommended a full redesign led by user testing. This testing initiative was vital for gathering insights into user behavior, optimizing site functionality, and enhancing the overall user experience.
APPROACH
The agency devised a strategic plan that allowed for user testing, prioritization of optimizations to the existing website based upon learnings, and application of all learnings to a full redesign the following year. The remote testing presented users with specific tasks and questions to evaluate their experience, gather feedback, and uncover insights. A series of impactful updates including a streamlined navigation, simplified header design, enhanced information on floor plans, focused content around Lifestyle & Wellness, and an updated Contact Us page were implemented.
WHY IT WORKED
Orchard’s UX team improved the current website’s usability and effectiveness in conveying the value of Marquette to potential residents and their families. The agency’s iterative process ensured the site not only met user expectations but also effectively supported Marquette’s goals and improved overall performance. The strategy impacted short term results as well as long term web strategy.
OUTCOME
The website enhancements not only led to a significant boost in engagement rates, they drove a 33% increase in conversion rates and paved the way for a new Marquette website experience.
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