The Challenge
Radar Healthcare provide award-winning integrated software that underpins business and regulatory processes in the healthcare sector.
Their product modules allow public and private health and social care services across the UK to manage risk, quality and compliance processes in one centralised area, increasing organisational collaboration, communication and learning.
However, the website and its integrations, including the CRM, were in need of a comprehensive overhaul to improve onsite performance, conversions and security. Radar Healthcare’s Senior Digital Marketing Manager Nazish Saleem brought in Ascensor to support the integration of various platforms such as the CRM and Force24, resulting in a more streamlined and effective system with much less manual input.
Ascensor’s integrated agency approach meant we were able to quickly offer full service support - and our work really paid off.
- Healthy returns from organic sources
- New design outperformed original site
- Desktop first now match PPC leads
What we did
Ascensor initially oversaw a domain and site migration and supported Radar in transitioning from Universal Analytics to GA4 to allow them to report site data accurately. We implemented new lead automation processes, then, as part of a wider UX roadmap, proposed a redesign of their Book A Demo page, developing a cleaner, more user-friendly layout.
The new page design uses UX copywriting techniques and helps tell a story to the user, incorporating social proof with statistics, partner organisation logos and client testimonials at every stage.
A sticky contact form also means that users are incentivised to leave their details, with the box in view no matter where they’ve scrolled to on the page. As a B2B organisation it made sense for Radar to adopt a desktop-first design instead of the now standard mobile-first approach, as the vast majority of users are accessing the page through a desktop device.
A month-long A/B test validated our proposals, with the new page design significantly outperforming the original. The new version was rolled out to all users and quickly proved its value.
The Results
Since we began work, we have achieved the following:
- The Book A Demo page conversion rate was boosted by 571% after the new design went live.
- Site-wide conversions have increased by 49.7%.
- September 2023 was the first time that organic site leads matched those coming from PPC ads, allowing Radar to re-assess their paid ad strategy.
We’ll also be supporting Radar as they digitally transform their lead nurture process and eliminate manual steps.
What Radar Healthcare said...
Since teaming up with Ascensor in May, I've been genuinely impressed with their knowledge and support on all things digital.
When it comes to CRO these guys really know what they’re talking about! Embracing a data backed, test-and-learn approach has been a game-changer for us at Radar Healthcare, allowing us to base decisions on user interaction rather than guesswork.
Our account manager keeps us in the loop on every front. The results speak for themselves – from our revamped Book a Demo page to various site changes, our conversion rates are constantly on the up!
Ascensor's hard work is making a noticeable impact, and I'm really excited about the positive direction we're heading in. A big thank you to the Ascensor team for making our digital journey smooth sailing!
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