Product options in the retirement sector can be confusing. ARV knew it needed to improve its online experience in order to effectively convert website visitors into real prospects. We were tasked with analysing, recommending and executing both short and long-term improvements to the design and UX, while preserving the existing content.
Combining a thorough UX review (including eye-tracking and usability tests) with available website metrics, we began by presenting the client with a UX Audit and Insights Report that highlighted many gaps and opportunities. Taking an agile approach, we achieved quick wins by optimising the site experience to improve immediate conversion goals. Customer journey maps and website revisions delivered long-term improvements, including better search functionality through implementation of SOLR search, creating engaging video content, lead generation pop-up plus effective AdWords management and reporting.