SUCCESS STORY
Comprehensive Agency Partnership from Strategy to Execution
INCREASING CONVERSION RATE FOR THE #1 RATED MEDICAL ALERT SYSTEM
Client: Medical Guardian
Project Timeline: 2018 - 2019
Services Provided:
User Experience Design, Conversion Rate Optimization, Content Strategy + Creative Services
The Challenge
Medical Guardian came to The Moving Company for help increasing market share inside their $6.5 billion industry. Medical Guardian liked and trusted the team at The Moving Company after previously partnering on a smaller project which yielded strong ecommerce results and expanded that agency relationship to launch a conversion rate (CRO) testing program aimed at increasing site traffic, optimizing conversion funnels, and producing more revenue.
This testing program required The Moving Company leverage UX expertise, competitor and industry research, sales intelligence, and data analytics to build an effective strategy. The result was a better-looking, more engaging website with greatly improved conversion metrics.
The Process
The Moving Company’s testing process focused on building data-backed hypotheses and obtaining actionable data for continuous improvement through structured split tests. In this way, every test result was informative and guided the next phase of testing. Many hypotheses were derived from perceived (or actual) competitor strengths and observed consumer behaviors, enabling us to quickly identify gaps in client-facing presentations.
Throughout the testing process, The Moving Company collaborated with the Medical Guardian team to ensure their primary objectives were being addressed and results were meeting their expectations. This required The Moving Company to remain flexible and responsive from day-to-day while preserving the upward-trending conversion metrics.
Messages were shifted from the financial benefits of the service to help people understand the emotional value of the peace of mind that comes from having a system in place to be there for a loved one in the event of an emergency. Emphasizing that emotional relief would lead to better interactions with potential customers.
The Moving Company revised key online touch points using a more emotional approach to content and design. The optimized version included copy to support the more emotional direction, video testimonials and prominently displayed consumer reviews designed to connect to customers on a personal level.
Problem Solved
The result was a relationship that started out small but led to a larger, meaningful partnership. The Moving Company became a trusted CRO partner that has produced multiple winning tests, while continuing to develop and execute against a robust testing pipeline.
The CRO project began with a series of on-site improvements, like CTA placements, content layout, and navigation structure which immediately increased leads, subscribers, and revenue. The project then transitioned to a total rework of the first two stages of the conversion funnel, producing a more appealing and sales-focused presentation. At the same time, The Moving Company researched, organized, and designed a product chooser quiz and a risk assessment quiz which better nurtured and qualified inbound leads for the Medical Guardian team.
The CRO project was completed on-time and produced sustainable and profitable market growth for Medical Guardian.
The mobile version of the The Moving Company-designed landing page saw a 41% increase in conversions, translating to millions of dollars of revenue.
On the A/B split tests, the page The Moving Company created showed significant user experience benefits. 89% of people stayed on the page longer and scrolled 49% more.
The Moving Company also became a creative partner, flexing across medium and projects. From display ad campaigns to ebooks, from email design to product photography, The Moving Company was able to tap into and harness the Medical Guardian brand to produce stunning creative to drive revenue.
“Our first project with [Muhlenhaupt] looks like it will return 50x on the investment over time. They have our complete trust and we're working together to identify more big wins for our business.”
MATT GUERRIERI, VP OF MARKETING - MEDICAL GUARDIAN
