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Digital Transformation: Redefining UX for Enhanced Engagement

Summary

Zion & Zion led a comprehensive digital transformation for our client, Arthur Andrew Medical, leveraging advanced analytics and a user-centric approach to overhaul their website. The previous site struggled with high bounce rates and low engagement, but through sophisticated segmentation, intuitive navigation, clear product explanations and new photography, we significantly enhanced the user experience.

Our Role

  • UX Research
  • UX Strategy
  • Branding
  • Analytics Strategy
  • Zero-Party Data Strategy

Summary

Zion & Zion led a comprehensive digital transformation for our client, Arthur Andrew Medical, leveraging advanced analytics and a user-centric approach to overhaul their website. The previous site struggled with high bounce rates and low engagement, but through sophisticated segmentation, intuitive navigation, clear product explanations and new photography, we significantly enhanced the user experience.

Our Role

  • UX Research
  • UX Strategy
  • Branding
  • Analytics Strategy
  • Zero-Party Data Strategy

Results

Results of project 68% increase in engagement

The redesign of Arthur Andrew Medical’s website led to significant improvements in user engagement and online sales:

 

Reduced Bounce Rates

The bounce rate on the homepage decreased by 22%, from 54.19% to 32.28%, indicating a higher level of user interest and retention.
Increased Mobile Product Discovery

There was a 14% increase in mobile users clicking on health topic links from the homepage and a 12% increase in mobile users clicking on the “Shop Products” CTA.
Enhanced User Interaction

The addition of filters and sort capabilities on the shop page proved highly effective, with 34% of users interacting with the filter options and 4% utilizing the sort functionality. This allowed users to refine their search and find products more efficiently.
Faster Conversion

The time it took for users to select a product from health topic pages decreased significantly, with median times dropping by up to 50% on key pages. Additionally, the time it took users to add products to their cart decreased by 28 seconds on average.
Effective Product Assessment

The new product assessment tool saw a strong user engagement, with the median time for users to complete the assessment being just over 2 minutes. Notably, 40% of users who completed the assessment clicked into a product from the results, demonstrating the tool’s effectiveness in guiding purchasing decisions.
Boosted Sales Metrics

The average order value increased by 11% compared to the same period the previous year, and the conversion rate also saw a positive uptick following the website’s launch.

Background

Arthur Andrew Medical, a leading national brand specializing in dietary supplements, identified the need to modernize its online presence. The previous website, while functional, was not fully aligned with the brand’s goals of providing a seamless and informative user experience. The site was often critiqued for its overwhelming amount of information, difficulty in product navigation, and lack of visual appeal, which collectively diminished user engagement and online sales.

Challenge

Arthur Andrew Medical’s website faced several critical challenges that were hindering its performance and user engagement. The old website had a high bounce rate of 54.19%, indicating that a significant portion of visitors were leaving the site shortly after arriving without exploring further. This was largely due to the site’s cumbersome navigation, which made it difficult for users to find products or access information related to health topics of interest to them. Additionally, the outdated design and unappealing imagery failed to convey the prestige and credibility of the brand, leading to a lack of trust among potential customers. The site’s inefficiencies in guiding users through their purchasing journey also contributed to lower conversion rates, despite the high quality of the supplements offered. These challenges collectively underscored the need for a comprehensive website overhaul to improve user experience, engagement, and sales.

Solution

To address the challenges, we moved beyond a conventional redesign and instead implemented a revolutionary, data-driven approach focused on transforming the user experience. Key elements of the solution included:

 

Before and after of website homepage
User-Centric Design Strategy

We employed advanced behavioral analytics and user feedback to craft a highly intuitive navigation system. This approach anticipated user needs, making product discovery seamless and reducing the friction typically associated with online shopping.

Informative “Product Journey” Section

To help users better understand the benefits of each supplement, we introduced a “Product Journey” section on the product pages. This feature provides a clear explanation of what users can expect from the product over time, detailing the benefits they may experience after taking it. This added transparency helps users make more informed purchasing decisions.

Dynamic “How It Helps” Section

We introduced a deeply informative yet user-friendly section on each product page that breaks down the benefits and uses of each supplement. This feature was designed to empower users with the knowledge they need to make confident purchasing decisions.

Cutting-Edge Product Assessment Tool

This tool adjusts dynamically based on real-time user inputs, acting as a virtual advisor. It simplifies the decision-making process by narrowing down product options in a way that feels natural and intuitive to the user.

Conclusion

The comprehensive redesign of Arthur Andrew Medical’s website has not only met but significantly exceeded the project’s objectives, delivering a user experience that is as engaging as it is effective. By leveraging advanced analytics and pioneering a user-centric approach, we created a platform that intuitively guides users through their shopping journey, enhances their understanding of the products, and ultimately drives higher engagement and sales. The innovative features we introduced, such as the “Product Journey,” “How It Helps,” and the assessment tool, have redefined how users interact with the brand, fostering a deeper connection and trust in the quality and efficacy of Arthur Andrew Medical’s offerings. The measurable improvements in key performance metrics—such as reduced bounce rates, increased conversion rates, and higher average order values—demonstrate the tangible impact of this strategic overhaul. As a result, Arthur Andrew Medical is now better positioned to lead in the competitive supplement market, with a website that not only attracts and retains customers but also elevates the brand’s reputation as a leader in health and wellness.

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