Improved Conversion for OneTouch.com
Thea Cooke
The Challenge
LifeStance wanted to refresh the design of their OneTouch.com website, increase app downloads, and improve ROI. Their website gave away high-quality blood glucose meters for free to new patients, yet their conversion rate for accepting this offer was quite low. We needed to get more free meters into the hands of more diabetes patients.
The Solution
We streamlined a cumbersome offer flow that put up too many barriers for visitors while simplifying the navigation and removing dead ends. We also elevated valuable content that was relevant to patients, such as the free mobile app.
The Impact
In just one month after our redesign launched:The conversion rate more than doubled, from 18% to 40%.
Meter offer recipients rose by 135%.
App installations attributed to the website rose by 400%.
The Process and Deliverables
Site Audit
Our team audited and categorized all legacy pages to create a comprehensive model of what content already existed, then mapped those to existing metrics to understand where and how visitors were engaging with the promotional offer to create benchmarks for KPIs.
Information Architecture and Sitemap
Myself and another UX Strategist then crafted a new information architecture and sitemap that would streamline the user journey toward the primary CTA while optimizing access to high-performing SEO content.
Requirements Gathering
We used our content audit and strategy to determine the number of templates needed for their Drupal content management system. We also conducted stakeholder interviews to understand how the free meter offer contributed to ROI, and determined the minimum number of questions required to meet business needs.
Wireframes and Mobile Prototype
From the approved sitemap and templates, I created mobile-first wireframes and an interactive prototype to test the new offer flow and get stakeholder approval. The original offer flow contained 5 questions and 17 form fields. We were able to reduce the new flow down to 1 question and 7 form fields while still meeting business requirements, which led to significantly increased conversion.
Collaboration With Developers
Worked with the project manager and development team to divide deliverables and user acceptance testing over four sprints.
Requirements Documentation
Documented functional requirements for the development team to follow for each component and template.
What Made This Project Unique
In order to make a significant difference in ROI, we had to not only redesign the user experience, but also help break down some previous assumptions about business needs. The original flow contained a multitude of fields which compounded the barriers to completion, and through our exploration and collaboration, we were able to determine that most of them did not provide enough value either to the website’s metrics or to their CRM efforts. It was satisfying to see our hypothesis proven correct when conversions more than doubled in a matter of weeks.
