Fertility is a significant issue nowadays: 48 million couples and 186 million individuals worldwide live with infertility. In proportion to the demand, the supply also increases. As a result, competition among fertility clinics is growing
Today, it is not enough to provide quality services, have a high success rate and possess advanced technology. It needs to be stated loudly.A website has become a must-have attribute for almost any company as the dominant channel for attracting customers. To attract and retain a customer, you should consider the quality of a person's interaction with an online resource.
The impressions and emotions that the user experiences when interacting with the site is denoted by the term User Experience - UX. UX is essential to make the site or application as user-friendly as possible, which is easy to use and satisfies the customer's request. The objectives of UX design are to anticipate users' needs and simplify the decision-making process about using a service or buying a product.
Improving the User Experience helps improve performance, conversion rates, profitability, and other measures of strategy effectiveness as it is part of content marketing.
The concept of UX is directly related to the concept of the user roadmap. A Customer RoadMap or CJM (Customer Journey Map) is a visualization of a customer's interaction path with your service or product. The function of CJM is to predict touchpoints and potential interferences with those interactions. The aim of CJM is to understand the path customers take when they first encounter the service, optimize the UX, and eliminate the negative UX.
How can UX design be useful for a fertility clinic?
- Increase loyalty and positive impressions: A positive experience improves the perception of the clinic (company). The first interaction with the clinic: the customer can learn the information even before the direct contact.
- Transmission of the company's values and messages.
- Stand out among competitors: a user-friendly and beautiful design that evokes a positive user experience and brings them back to the resource.
Often the reason for a low conversion rate is due to a poorly organized websit
- The user quickly leaves the page;
- Leaves at one of the stages;
- The site does not lead customers to the endpoint: asking for a consultation or buying a service.
What does a negative UX design look like?
- Lack of link features;
- Inconsistent interface;
- Excessive information;
- Uncomfortable menu.
EXAMPLE 1
The Fertility Clinic website does not have a cue that the interface element is clickable.In this case, to detect the interactivity of the element, you need to check it.
The user will unlikely do so and, in most cases, will leave the site. One of the primary laws of UX design says that the visitor of the online resource should understand what this site is, where is the information that he needs, and how to find it.
EXAMPLE 2
The clinic site is overloaded with information: on the same page, there are several blocks of emphasis, as well as a supersaturated menu.
Why is this bad? Design should direct the user's attention to the desired information. If the page has several blocks of emphasis, the user's attention is overloaded, the necessary information is lost, and the experience of using the site remains negative. The same can be said about the menu, when it has many positions, and it is difficult to find the necessary information.The interface should be very concise and understandable to the visitor.
EXAMPLE 3
Uncomfortable menu: the menu is divided into two parts, which are not logical and confuse the user. The menu is not fixed when scrolling, that means you have to go back to the beginning of the page every time.
The stage of the design menu is fundamental in work on the site because it prescribes the site's structure. Good navigation has several components:
- Structural logic, which should be maintained throughout the project;
- Compact organization: use the principle from the general to the particular;
- The volume of content, when the information fits freely in both horizontal and vertical display.
So what kind of UX leads to an increase in the quotient? And what does an effective UX consist of?
Effective UX consists of the following:
- Target audience research;
- Design: high-quality visual content, clear and appropriate fonts, and navigational interface elements;
- Architecture: a clear system of content placement;
- Content: the information is satisfying the customer's search needs;
- Interaction and feedback: forms for registration, feedback, comments, and chatbots.
How to understand that the site needs to improve UX?
If the site does not bring customers to the clinic or rarely uses the "touch points" (registration through a form, an application for a consultation), it is worth thinking about analyzing and improving the online resource.
EXAMPLE 4
The site lacks buttons and other "contact points".
And to contact the clinic, the visitor has to look for a phone number or email. This is one of the main reasons for low conversion, because the user does not interact with the site.By making it easier to contact the clinic by filling out a short form or a "contact me" function we make the site more functional and shorten the customer roadmap.
- For the user to come back to your resource, you need it to meet the customer's needs.
- First of all, it is worth defining their needs. This can be done by creating a "Customer Profile". This will also help to determine the motivation and values of the target audience.
- The next step is to make the user roadmap, that is, to determine how the user interacts with the site.
- It is important to analyze the visitor's interaction with the page, heat maps clicks or scrolling.
- Technical implementation includes the rest of the components of effective UX design (read above).
HOW CAN WE HELP YOU?
- UX audit: we will help you to identify the obstacles in the user's way.
- Developing the user path and profile.
- Technical implementation.
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