A Transformative Digital Strategy
Finding a Mobility Scooter should be simple. We increased organic traffic by 72% by improving user experience.
Services
- Research & Strategy
- User Experience
- Web Design
- Development
- SEO
Industries
- Healthcare
- B2C
Year
- 2019
The Brief
Merits Health is a world leader in the development, design, manufacture and distribution of:
- mobility scooters
- power wheelchairs
- manual wheelchairs
- patient aids
The company is global, with over 500 employees and an annual turnover of over US$70 million dollars. They trust us to help transform their digital experiences in:
- Taiwan
- China
- Global
The Problem
Finding a Mobility Scooter should be simple.
The mobility scooter industry is growing fast and is competitive. The previous website was failing to gain traction and wasn't driving traffic to its dealer network. The marketing team also struggled to update its content. How can we use the web to drive brand awareness in Taiwan?
The Solution
Simplify and make the brand stand out in a noisy, complex, hyper-connected world. We partnered with the Merits Health team to create an immersive experience that responds to users across a variety of media from their desks to their phones.
Our site showed a 324% increase in organic traffic for Mobility Scooter (電動代步車), plus a 72% increase in overall traffic.
Mobile-First Mindset
Taiwan consumers are now mobile-first. 60% of APAC consumers conduct pre-purchase research on smartphones. Their phones are a catalyst to research at any moment, and this often triggers a store visit. Online research is driving offline sales.
In our strategy phase, we learned that choosing a mobility scooter is a significant step in anyone's life. We addressed how we could make the buyer's journey as simple and seamless as possible. We made the journey frictionless by:
- making it easy to sort numerous/ large numbers of products on the category page, and this has reduced the bounce rate
- incorporating a fixed dealer link on each product page, and now the dealer page is the 4th most trafficked
- a highlighted dealer locator button in the top menu to drive offline sales
WE DELIVER
Better Mobile Experiences
1Fast
2Seamless
3Engaging
Site Speed
Consumers have high expectations, and site speed is critical in their buying decisions. 53% of consumers abandon a mobile site that takes more than three seconds to load. Now, Google uses page speed to rank websites.
So - we incorporated technology to keep the average page within a two-second load time. This focus has resulted in a 43% increase in organic search traffic, and page views are up 76%.
The Results
+75% Mobile Traffic Increase
+72% increase in organic traffic
+63% increase in site visits
International Versions
After launch, we rolled out international versions of the site for China and also a global English site. Guiding and supporting people through the process was key to the project's success. Merits are able to add new content by themselves.
