AIM at Melanoma
Double-Digit Increases in User Engagement After Website Redesign
Arteric's restructuring, rebranding, and redesign of this patient advocacy website resulted in immediate improvements. In just a few months, the site saw a 14% decrease in bounce rate, a 21% increase in time on site, and a 29% increase in pages viewed. Our in-depth assessment & research revealed hidden opportunities for this patient advocacy group to achieve page 1 ranking for key terms.
Viewers Needed to Experience The Power of AIM.
The rebrand and website redesign for AIM redefined messaging and now clearly communicates the full breadth of offerings. Improved site architecture makes it easier for users to find patient-focused education, ways to get involved, and groundbreaking research initiatives.
Old AIM: a Search for Relevancy.
AIM needed to ensure its audience would find the information they want. Patients and loved ones need education, help, and comfort, while industry supporters want to see how financial aid is distributed across research, legislation, and global advocacy.
The New AIM: Efficiency at its Best
In addition to providing rebranding and redesign and updating the messaging, Arteric designed the Web site's content and workflow so that the advocacy group can easily and efficiently manage all site content.
The Insight to Rethink the Site. The Skill to Rank on Page One.
Arteric's research and analysis uncovered significant opportunities for AIM. Because of the way the Web site was organized, search engine page ranking was in conflict with keyword search. This new understanding helped us prioritize the audience's needs, to reorganize content and earn page-one ranking for targeted keywords. Now, more site visitors are quickly finding the information they need, and visitors are engaging for an additional 20 seconds on average!
The beauty of the execution isn't just in appearance to users or organization of content, but the planned input of content.
Accessibility for All
Website traffic for AIM is over one million visits per year, and more than 50% of these visitors access the site via a mobile device. Therefore, the new, responsive Web site needed to cater to a mobile-first audience.
Strategic Approach. Stand-Out Design.
Great website design extends from analytics to technology to graphic interface. Our review of the competitive space led to a distinctive design and color direction. We saw the opportunity to own the melanoma color (black) in a contemporary logo with the black dot over the purple “i” in AIM.
Out With The Gold.
By enhancing the color purple, Arteric was able to distinguish the branding and create a sense of evolution for AIM. Eliminating the old gold keeps the brand from feeling dated and improves how the colors work across multiple screens.
After - Core Logo
After - Walk Logo
The Value of Visual Cues
By creating graphic icons that align with the brand, we are also creating visual cues to help site visitors find what they need. The association between the icons and the words enables people to quickly scan information to speed their selection process.
Users quickly become familiar with icons that are repeated in various sections. These familiar icons then help them figure out where they are and where they want to go next.
It's so much more than simply finding information. Arteric made it easy to access relevant content on every device.
Technology Fuels Scalability
Having a real understanding of patient advocacy expenses enables us to plan for efficiency. When managing content for advocacy websites, instead of just designing page templates, we break down content elements and design repeatable forms. This allows AIM to maintain consistency and flexibility for scaling without code and without the high costs of a complete development team.
The Results of Elevated Online Advocacy
After just a short time online, the new website demonstrated immediate benefits.
In addition to migrating over 850 Web pages, creating a responsive Web site and generating an intuitive content-entry interface, Arteric integrated three additional third-party vendors to support donation management and CRM campaigns. That’s what makes Arteric the digital agency for patient advocacy organizations.
Are you missing opportunities to engage with your audiences? Contact us to ensure that your brand, its content, and its user experience is optimized for your audiences, for search engines, and for your business goals.