400% increase in B2B sales
How NaviNet enjoyed dramatic lead generation results only 30 days after launch
The Story
NaviNet helps 60% of health plans in the United States address their goals of lower costs, increased efficiencies, and improved quality of patient care. The company offers products as well as a website, used in sales and marketing of the products and platform.
Frank Spillers having worked on improving usability of the companies products, was hired to improve lead generation and inbound marketing opportunities.
The Challenge
NaviNet’s website had to move from a brochure-ware approach to a robust and modern lead-nurturing site. In making the site speak to potential buyers, NaviNet was also planning on launching the site in line with the official launch of their flagship platform and value-based applications suite: NaviNet Open. The challenge:
- Increase conversion rate on landing pages used in inbound marketing.
- Increase click-throughs from the home page where most traffic bounces.
- Reduce the confusion between users of the product (doctors ’ offices logging into the product portal) and new prospects (making strategic decisions for their health plans).
- Make the new site responsive (viewable on mobile devices).
The Strategy
Leverage Frank Spillers User Centered Design methodology. Start by interviewing prospective buyers and understand their B2B content and purchase decision needs.
Next create rapid wireframe prototypes of the new design, and get that in front of prospective customers to vet out the design direction and conversion gaps. Finally, apply a visual design and develop the site (Frank Spillers provided visual design and Drupal web development for the site).
The Evidence
User verbatim: “The Quiz (content idea) is nice, but it doesn’t help me understand if my organization would benefit.” Conclusion: We’re off track with that idea, better reel it in.- The home page wireframe concepts performed at a 67% success rate. Conclusion: This stuff is too complex even for current customers to understand. We need something that makes it easy to understand: Create a video! (Frank Spillers created a video with actors, motion graphics and voice over that helps communicate the value proposition crisply and succinctly).
I love the site! It represents my brand more powerfully and helps me connect with my key audiences. Moreover it’s moved me into really being able to use my digital channel effectively…and best of all i can see the results!”
Chuck Digate, SVP,
Sales, Marketing & Business Development.
The Result
Frank Spillers visual design for NaviNet.
More benefits NaviNet enjoyed. One year after launch, NaviNet was aquired by Nant Health. The success of the website in communicating their unique value proposition (Payer-Provider Collaboration) including developing infographics, a white paper and a custom video explaining the service were all insrumental in the sales of the company.
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