Theratec reported issues with their site conversion. Additionally, the small amount of conversion they were getting from their site was the wrong audience. The site needed to be scratched and completely redone with a new strategy.
Old Site Design
The previous site had numerous flaws that contributed to the poor conversion:
The imagery used on this site was centered around physical therapy. While Theratec did sit in the PT world, their audience wasn't patients, their audience was clinicians looking to improve patient care with the use of their technology. This misrepresentation on their website lead to inquiries for physical therapy by patients - the incorrect target audience.
The site design was riddled with these kidney bean graphics that moved when your mouse moved, but served no purpose. They didn't speak to the brand, and bogged down the site.
The margins and padding were all off and lead to a chaotic user flow, which also likely lead to their heightened bounce rate.
The original brand had a bold, bright purple - for some reason this designer opted to mute that color and went with a pale purple. This didn't match the brand which lead to confusion for those landing on this site.
Upgraded Site Design
I scratched the old site design and created a new user flow based on the target audience:
The first thing I did was ditch the old graphics and imagery. I centered this site around the tech.
I brought back the bright purple and implemented that throughout the site to maintain the brand.
I recreated the Theratec Sensor in 3D Software and integrated slight animations on the site. This added movement to the site without being too overwhelming and made the site seem more modern and have a tech flair (which for a tech company I felt was important).
I made sure to showcase the application and the sensor on each page of this site. This allowed users to see the tech in action and get a full picture of how Theratec's patient app and wearable sensor could improve patient care at their facility.
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Theratec reported a spike of 15% in conversion and were relived to find the people reaching out were clinicians looking to improve patient care, and not confused patients looking for physical therapy.
