Improving the User Experience for Presence Health Landing Pages

As the Digital content coordinator for Presence health, I was charged with improving our landing pages. The first of these pages was Presence hospital landing pages.

 

 

 

Research

I reviewed Google Analytics for popular content, bounce rate and goal completion rates. I also reviewed SiteImprove behavioral maps to study user interactions. Hospital landing pages lacked consistency in content information, tone and layouts. Pages with bulleted lists had more interactions and reduced bounced rates than pages with more explanatory content. As each hospital served a different community and some hospital were more specialized, popular content also varied.

 

 

 

Metrics showed users searched for contact information and directions most frequently. Landing pages would be more informative to users by placing location and contact information on page. The option of having a universal link for turn-by-turn directions would be beneficial to mobile users. The bootstrap-based mobile experience delivered a less intuitive interface and buries some of the most popular links. Listing popular links within the body could help users navigate to information. A list format may also help users find services easier. Leveraging existing Bootstrap to make lists collapsible would help manage lists on limited size screens. Potential changes were wire-framed in Justinmind Prototyper for stakeholders to review.

 

 

 

 

Implementation

All changes were implemented in the Convert on Demand content management system. Existing content copy was significantly reduced, moving some copy to the ABOUT US page. Content was also edited to include keywords that could help with content scanning and search engine optimization. Emergency Room wait time information from the Emergency Department medical services page was added to the hospital landing page. New graphics were created/edited using Adobe Photoshop and added to the rotating banner. Right column call-to-action ads that led away from the website were removed. Maps were generated using Google Maps and added to the page, along with iOS links and contact information. Scripts were implemented using Convert on Demand tidbits and Google Tag Manager. Tracking would continue using Siteimprove and Google Analytics.

 

 

 

Results

Within 30 days analytics showed the bounce rate had improved, duration on site increased and visits to medical service pages increased. The information center also reported an increase in inbound phone calls. Regional marketing directors also report positive feedback from hospital CEOs and other staff.