DANONE HEALTH / BE
Making a content loaded website into a sleek and useful tool
How do we make online content relevant for dieticians and medical professionals?
Danone Healthcare’s website offered dieticians and medical professionals a wealth of specialized content, including articles, white papers and tools. All there for professionals to use and peruse. There was just one little downside: because of its ever-expanding character, specialists found it difficult to find their way through the website and to the content they were looking for. As some of the content was almost impossible to find back, the bounce rate was high and the session duration low. It was time for a healthy clean-up…
We turned a slightly obese website into a lean & healthy tool
We turned the website inside out, organized workshops to find out what information is most relevant for the target, restructured the content and streamlined the user experience. Needless to say, our patient recovered nicely. The new interface now allows professionals to find relevant info in no time thanks to a simple filter and a user-friendly navigation.