The Background
Recognising the need for a change, Clear Skincare Clinic (CSC) embarked on a journey to optimise its Australian and New Zealand homepages. The existing layouts were primarily designed for desktop users, often leading to poor functionality and hidden buttons as the screen size decreased.
CSC Tasked Ultimate Edge with
Ultimate Edge was entrusted with enhancing the homepage's user experience (UX) and user interface (UI), along with restructuring the information architecture.
The primary goal was to enhance the user experience, facilitating the seamless discovery of services, hassle-free appointment bookings, and effortless online product purchases. The existing website lacked clarity, with various elements competing rather than harmoniously guiding users toward solutions.
The primary goal was to enhance the user experience, facilitating the seamless discovery of services, hassle-free appointment bookings, and effortless online product purchases. The existing website lacked clarity, with various elements competing rather than harmoniously guiding users toward solutions.
The Challenge
The primary challenge was to develop new WordPress homepage templates for both Australia and NZ, including static and dynamic modules designed for mobile-first usage.
Additionally, a complete overhaul of homepage content was essential, encompassing images and copy to ensure consistency with the brand and to promote current promotions, address concerns relevant to CSC's key personas, and highlight treatments that offered solutions.
New copy was required to enhance SEO rankings while maintaining the CSC tone of voice. Another challenge involved re-categorising the site's navigation to present treatments and solutions in a clear format, complemented by a mega menu-style navigation system to guide users effectively, regardless of whether they accessed the site on a mobile or desktop device.
Additionally, a complete overhaul of homepage content was essential, encompassing images and copy to ensure consistency with the brand and to promote current promotions, address concerns relevant to CSC's key personas, and highlight treatments that offered solutions.
New copy was required to enhance SEO rankings while maintaining the CSC tone of voice. Another challenge involved re-categorising the site's navigation to present treatments and solutions in a clear format, complemented by a mega menu-style navigation system to guide users effectively, regardless of whether they accessed the site on a mobile or desktop device.
The Solution
To enhance user experience and ensure seamless navigation across all devices, the website underwent a comprehensive restructuring. The navigation was reorganised to present content in a treatment/solution format, making it easier for users to find the information they need. Additionally, a mega menu-style navigation was implemented to provide a consistent and intuitive experience on both mobile and desktop devices.
A thorough overhaul of the homepage content, including images and copy, was undertaken to align with brand standards, promote current promotions, address key concerns of CSC's personas, and highlight relevant treatments. New copy was crafted with meticulous attention to detail to improve SEO rankings and maintain consistency with CSC's distinct tone of voice.
Embracing the Lean-Agile approach, we implemented the fundamental methodology of Atomic Design Systems. This structured approach, composed of five distinct stages, enabled us to create an interface design system in a more deliberate and hierarchical manner, ensuring consistency, and efficiency throughout the design process.
A thorough overhaul of the homepage content, including images and copy, was undertaken to align with brand standards, promote current promotions, address key concerns of CSC's personas, and highlight relevant treatments. New copy was crafted with meticulous attention to detail to improve SEO rankings and maintain consistency with CSC's distinct tone of voice.
Embracing the Lean-Agile approach, we implemented the fundamental methodology of Atomic Design Systems. This structured approach, composed of five distinct stages, enabled us to create an interface design system in a more deliberate and hierarchical manner, ensuring consistency, and efficiency throughout the design process.
Low-Hi Fi Wireframes
Key results
The AU Homepage and the new navigation were launched on March 4, 2021, with impressive results.
• Average time on page increased to an impressive 59 seconds, up from a modest 41 seconds.
• Website sessions rose by 30.77%, and the average pages viewed per session increased by 10.11%. Average session duration increased by 9.99%.
These results indicate that users are now enjoying a more satisfying experience on the website, making it easier for them to explore; resulting in increased engagement and higher user satisfaction.
• Average time on page increased to an impressive 59 seconds, up from a modest 41 seconds.
• Website sessions rose by 30.77%, and the average pages viewed per session increased by 10.11%. Average session duration increased by 9.99%.
These results indicate that users are now enjoying a more satisfying experience on the website, making it easier for them to explore; resulting in increased engagement and higher user satisfaction.
In NZ, the new navigation experience produced equally impressive results, with a 19.05% increase in pageviews, an 18.99% rise in unique pageviews, and a 3.96% increase in average time on page.
Entrances surged by 19.51%, reflecting a vibrant start to website sessions, and the bounce rate, though slightly increased, remained exceptionally low. Moreover, the page value increased by 7.23%, indicating that the new homepage successfully led more visitors to conversion.
In addition to this, the total number of website sessions increased by an impressive 30.96%, sessions per user grew by 2.04%, and average session duration saw a 4.65% increase.
The website's revamped homepage and navigation has significantly improved the user experience, making it easier for visitors to explore and find the information they need. This has led to increased engagement, higher user satisfaction, and a more positive perception of the brand.
Entrances surged by 19.51%, reflecting a vibrant start to website sessions, and the bounce rate, though slightly increased, remained exceptionally low. Moreover, the page value increased by 7.23%, indicating that the new homepage successfully led more visitors to conversion.
In addition to this, the total number of website sessions increased by an impressive 30.96%, sessions per user grew by 2.04%, and average session duration saw a 4.65% increase.
The website's revamped homepage and navigation has significantly improved the user experience, making it easier for visitors to explore and find the information they need. This has led to increased engagement, higher user satisfaction, and a more positive perception of the brand.
