Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition
公司规模
1,000+
地区
- America
国家
- United States
产品
- Axure RP
- NaviNet Open
技术栈
- Axure RP
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
- Revenue Growth
技术
- 分析与建模 - 预测分析
- 功能应用 - 企业资源规划系统 (ERP)
适用行业
- 医疗保健和医院
适用功能
- 商业运营
- 销售与市场营销
用例
- 补货预测
服务
- 软件设计与工程服务
- 系统集成
关于客户
NaviNet Inc. is a leading healthcare communications network in the United States, serving over 420,000 doctors and healthcare providers. The company supports 60% of health plans in the U.S., helping them lower costs, improve efficiency, and enhance patient care. NaviNet offers a range of products and a website used for sales and marketing. Experience Dynamics, a usability improvement firm, was hired to enhance lead generation and inbound marketing opportunities through NaviNet's site.
挑战
NaviNet Inc., America's largest real-time healthcare communications network, needed to transform its website from a brochure-ware approach to a robust lead-nurturing site. The primary goals were to increase conversion rates on landing pages, boost click-throughs from the home page, and reduce confusion between existing users and new prospects. Additionally, the new site launch had to coincide with the release of NaviNet's flagship platform and value-based applications suite, NaviNet Open.
解决方案
Experience Dynamics employed a User Centered Design methodology, starting with interviews of prospective buyers to understand their needs. They developed detailed customer personas and created concept wireframes in Axure RP. These wireframes were tested with prospective customers to identify conversion gaps. The usability tests revealed that buyers responded positively to larger text, long scrolling pages, and visual design elements but were confused about the flagship platform, NaviNet Open. The team iterated the page design in real-time using Axure, testing various scenarios to streamline the site and clarify the message about NaviNet Open. They also tested different approaches to explain NaviNet Open, including a quiz to help prospective customers determine if the product was right for them. The language, presentation, and experience were reworked to be more informative and approachable.
运营影响
数量效益
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