Connall Cosmetic Surgery: Case Study
August 24, 2014
Plastic Surgery is a competitive market in today's world. Just Google plastic surgeons in your area and you'll see a long list of possibilities all fighting for the same business.
Standing out from your competitors, especially in such a large market, can be hard to do. But that's exactly what we were asked to do when Dr. Connall reached out to us for help.
Dr. Connall has over 17 years of training, countless referrals, and positive testimonials and he needed a redesign to showcase his experience and portfolio of work at Connall Cosmetic Surgery.
His current site at the time was cluttered, cumbersome to navigate, and didn't match the level of quality he wanted to represent. We also needed to focus on making Dr. Connall stand out from his competition.
In addition to making the site responsive, we needed to rethink the content strategy, give the design an overhaul, and rework the layout and messaging to address the user experience.
Rethinking the Content Strategy
One of the biggest challenges we faced was how to best reorganize and structure the existing content. There were 187 pages of valuable content that were challenging for the user to filter through.
So our first step, before starting the design process, was finding out what users were doing –what pages they were visiting, how they got there, and what they wanted to see.
Our second step was to visit with Dr. Connall to discover the key focal points of his practice and services.
Once we analyzed the statistics and discovered Dr. Connall's priorities, we were able to discover his visitors' top visited pages and what content they were overlooking.
At this point, we reworked the navigation and introduced focused landing pages for each service area that highlighted the layers of content below and better directed the user to key information. We focused our content rewrite and marketing direction on these landing and sub-landing pages.
Here's an example of a landing page we designed for "Body". Our main focus for these landing pages was to give users an overview of the sub-topics related to each section. This was achieved by using an accordion to introduce key sub-topics in the main content area with call-to-actions and procedural info and photos in the right column.
Now when users navigate to a sub-page, such as liposuction, they'll see the key points for liposuction and common questions and answers about liposuction procedures. In the left-column we've introduced a secondary menu that contains all the sub-pages of liposuction for those users who want to learn more. (We'll talk more about this menu structure in the next section)
Rethinking the Navigation
With so many pages, figuring out how to best structure the navigation, was another big challenge. But after analyzing visitor traffic patterns, we were able to bring key concepts to the forefront while introducing content the visitors were overlooking.
Instead of the user being able to access every page of the site from the main menu, we focused their attention and directed their experience by putting the "meat and potatoes" on the main landing pages and added an on-page navigation for the secondary and "in-depth" third-level content pages.
Every level was accessible from the main menu. Not only was this overwhelming, but cumbersome to navigate. Additionally, the users were not able to make informed decisions as to how to navigate the content.
Only main level and secondary pages are accessible from the main menu. With options to further navigate on secondary pages. This helped narrow the focus of the user and slowly guide them through the web experience that Dr. Connall wanted them to have and prevented the user from feeling overwhelmed and frustrated, which leads to hitting the back button and increasing bounce rates.
Main Level Menu
Rethinking the Design
Now that all the research was out the way and we knew exactly what content was going where, we were able craft a design that was warm, informative, and aesthetically relevant.
Referencing our analytics, we knew it was important for people to see testimonials and related topics. So we highlighted testimonials on the main and secondary landing pages and related topics on the in-depth content pages.
By focusing on what user's wanted to see most, we were able to craft an experience that reflects Dr. Connall's expertise.
Be sure and visit Dr. Connall's website here.
Not sure whether responsive design is right for you? Take a look at these stats from Dr. Connall's site.
In the first 3 weeks of June, almost half of Dr. Connall's traffic came from mobile devices. Here's a breakdown:
- Mobile: 44.74%
- Desktop: 36.84%
- Tablet: 18.42%
If you're interested in making the switch over to a responsive website, or would just like to rethink your current content strategy or design, contact us or give us a call today for a free consultation.
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