As a marketer you probably struggle with the following challenges:
• How do I effectively measure ROI of my website?
• What opportunities am I missing to connect with Patients and HCP’s?
• Is focusing on conversion or drug education more effective?
This case study shows how a major drug website answered those questions and measurably increased its effectiveness.
Download the WebIQ Pharma White Paper to learn how you can do the same.
Through WebIQ research, lee.com received a number of actionable recommendations that they have implemented. Year over year revenue doubled as a result.
A well-known online travel site set out to increase their conversion rates. They provided comprehensive room and amenity lists for their hotels – what else could they do? A usability study by Usability Sciences revealed that customers often made decisions by property age. The study also indicated that availability of “guest reviews” had the greatest impact on increased conversion, followed by offering an extensive photo gallery. Based on these findings, the client implemented “guest reviews” on the default view for the hotel.
A large manufacturer of cellular phones wanted to develop new revenue sources from their web site. The company hired Usability Sciences to examine the intents, attitudes and behaviors of website visitors to generate ideas for more revenue. The analysis showed that ten percent of the visitors were visiting the site to find new ring tones and wallpaper for their phones. At the time, the company did not offer either. As a result of the study, the client changed their site to make ring tones available and promoted prominently on their home page.
A global manufacturing company was alarmed by the failures in their website “search” function. Usability Sciences was engaged to improve search functionality. Of all searches, only 12% reported search success. Cross-tabbing search behavior against key attitudinal metrics further revealed that negative search experience translated into a drastic reduction in brand affinity and re-purchase intent. The client, in conjunction with the Usability Sciences team, launched a search improvement initiative, and in the first 16 weeks saw search success jump to more than 39%.
Through studies performed by Usability Sciences a large online footwear company found that their no-cost shipping policy and no-cost return policy were key differentiators. Potential customers did not discover this benefit until they reached the checkout process. By highlighting this differentiator on the home page, the site encouraged people to browse the site and turn their browsing into a purchase.
A national jewelry retailer was considering an investment to improve their website. The company questioned the ROI for the improvements and wanted data to justify their spending. Usability Sciences researched the intents, attitudes and behaviors of the site’s visitors, plus followed up with a survey a few weeks after the visit. The survey showed that 30% of the site visitors later purchased at a brick-and-mortar store.
The American Heart Association is one of the leading Nonprofit institutions for education and research on heart disease and stroke in the world. Like most large nonprofits, American Heart Association’s online donation site has become an increasingly vital part of the organization and they realize the need to understand how well their visitors are able to use the online donation process.
La Quinta is a limited service hotel chain with over 370 properties in 33 states. The process of online bookings has become increasingly important to La Quinta as the availability of the Internet has grown. Additionally, customer loyalty to the company’s Web site, LQ.com, is a key component of La Quinta’s profitability.