A fresh global experience for fertility care equity

The Opportunity

Carrot Fertility, a global leader in fertility care, recognized a critical need to transform its digital presence to better serve women and diverse audiences in making crucial fertility care decisions. Their website faced user experience, content organization, and compelling brand value communication challenges. Additionally, there was an urgent need to bridge the gap between marketing and sales efforts and to make the website a revenue-generating asset.

Approach

With an ambitious goal to revamp the website within a short timeline, we recommended a sprint-based approach. This approach enabled the team to work collaboratively and iteratively, allowing for changes and adaptations to be made swiftly as the project unfolded. One of the core solutions was implementing an improved content funnel strategy. We mapped and redesigned user journeys to guide users through a seamless, goal-driven experience. This involved a deep dive into the information architecture, resulting in a well-organized sitemap that enhanced content discoverability.

To overcome the challenge of disjointed marketing and sales efforts, the project team introduced clearer calls-to-action (CTAs) that guided users toward their intended destinations. The website’s design was visually appealing and optimized for search engines, addressing previous SEO limitations.

Outcomes

The website redesign bore fruit in numerous ways. The user search and filter experience for resources significantly improved, enhancing user engagement and satisfaction. The user-centered approach and a well-structured content funnel ensured visitors could easily find the needed information.

Lead generation saw a substantial boost, with the website effectively generating high-opportunity leads for employers, benefit consultants, and health plans. The streamlined user paths and clear communication of Carrot Fertility’s unique value proposition contributed to a notable increase in pre-qualified leads.

Moreover, the redesigned website successfully communicated Carrot Fertility’s global presence and inclusivity. The optimization for SEO led to a marked increase in both branded and non-branded search traffic, expanding the brand’s reach and visibility.

In conclusion, the Carrot Fertility website redesign project is a compelling example of a user-centered approach’s transformative impact on a digital platform. Carrot Fertility enhanced its online presence by addressing pain points, streamlining user journeys, optimizing content and design, and successfully creating an accessible and personalized resource hub for a diverse global audience. The project is a testament to the power of collaboration, agility, and dedication to providing meaningful, inclusive digital experiences in fertility care.