Case Studies Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition

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	Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition

Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition

Technology Category	Analytics & Modeling - Predictive Analytics Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries	Healthcare & Hospitals
Applicable Functions	Business Operation Sales & Marketing
Use Cases	Predictive Replenishment
Services	Software Design & Engineering Services System Integration
Challenge	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. Read More
About Customer	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. Read More
Solution	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. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Healthcare & Hospitals

Applicable Functions

Business Operation

Sales & Marketing

Use Cases

Predictive Replenishment

Services

Software Design & Engineering Services

System Integration

Challenge

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.

About Customer

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.

Solution

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.

Impact #1	A month after launch, NaviNet's new site achieved all major objectives.
Impact #2	The new site design led to a 21% increase in visitors.
Impact #3	The landing page conversion rate increased by 23%.

Impact #1

A month after launch, NaviNet's new site achieved all major objectives.

Impact #2

The new site design led to a 21% increase in visitors.

Impact #3

The landing page conversion rate increased by 23%.

Benefit #1	21% increase in visitors
Benefit #2	400% increase in new customers
Benefit #3	23% increase in landing page conversion rate

Benefit #1

21% increase in visitors

Benefit #2

400% increase in new customers

Benefit #3

23% increase in landing page conversion rate

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Overview

Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition

Operational Impact

Quantitative Benefit