We supported YorkTest in the conducting of in-person audience research sessions. Through these, we were able to fully understand the audiences who are likely to be researching allergies or intolerances online, and what part the solution – a home health test – can play in their diagnosis and lifestyle.
Rather than lead with a particular demographic or audience, we started from scratch and placed our focus upon their experiences and needs. We were then able to draw insights at an audience and demographic level, learning how different audiences would respond to different claims, messages, or content.
The CRO strategy itself was one of “big, notable improvements”. Our focus revolved around a smaller number of large-scale tests that could deliver the “big jumps” in conversion rate required. The mantra echoed was always “what is the one single thing we can do for our users – regardless of time – to make this as easy as possible?”
Following the user testing sessions, we complemented our research with data from tools such as video recordings from MouseFlow, heatmaps and click maps Crazy Egg. We then presented our findings to YorkTest, highlighting the large-scale changes and projects we wanted to plan, research, test and implement:
Our UX Researchers worked closely with our Design team to tackle an item, creating wireframes of each proposed solution, which we would test internally before creating final designs.
After the variants had been built by our Development team, we A/B tested each change. During this build and test period, our UX and Design team would be working on the next agreed change.
This staggered sprint methodology meant that we were able to plan, test, and implement 10, large-scale improvements in a shorter period of time.
The continued success of this CRO strategy is a reflection of the dedication and expertise of our team, but also the truly collaborative partnership between client and agency.
The Uplift team spent time in the Yorktest laboratories to understand the intricacies of the industry. It was from this robust understanding that we were able to tailor the website to deliver the best possible solution for our target audiences.
Conv. rate increased by 374% within one year.
Transactions increased by 114%.
Revenue increased YoY by 78.6%
We worked closely with the client to understand their needs and the needs of the parents to design a creative, welcoming and engaging presence that effectively evokes the ODN’s purpose, positioning, and personality whilst achieving a warm, compassionate perception.
During the research phase, we defined the new site structure and how we would increase the visibility and user pathway through to the three networks.
Access to resources and information needed to be simple and easy to find. Our design team produced a creative and engaging website, with an emphasis on a clear, streamlined user journey that allows parents to easily find key information without great effort. Our focus was for the design and layout of the site to put users at ease and give confidence and comfort in the network’s services. The design team used soft, pastel colours and comforting graphics and images to help with this.
Our development team built the site in WordPress, and dedicated time to ensuring as much of the functionality and visual structure of the site was editable, so that the client could easily make changes in the future. We also provided training to the client so that they felt confident adding new content to the site.
The client was thrilled with the new website that Uplift developed for them.
The specific networks are much easier to access allowing users to find the right information they need.
The client also has much more editability over the new site which has allowed administrators to add new content and information at ease.
"Uplift were amazing to work with. Excellent customer service from the very beginning. I really cannot thank the team enough for all the work they did and all of the support they provided. I highly recommend the company."
