Website Redesign Case Study: Membership Website
This client came to us with a variety of dilemmas, all of which she thought could be solved with a website redesign, including:
- 92% + bounce rate
- 0 new membership signups in months
- Low member engagement rate
But what we quickly realized was that she needed direction, specifically strategic help with locating and communicating with her target audience. While she could identify them, her brand and marketing were in no way geared toward reaching them. As a result, her memberships, her primary revenue source, had flatlined.
Before we would move toward the visual / structural redesign project, the client signed up for three months of strategy sessions, which helped us to learn her business, address her unique needs, and figure out how to better serve her users.
While her website seemed focused primarily on job seekers, our strategy sessions unearthed that the primary goal was to attract new members—career coaches and resume writers—since she made no commission off connecting job seekers with these members.
The website didn’t make clear these key factors:
Once we’d gotten a handle on repositioning the brand’s message and helped the owner to understand who she was targeting (and how she’d been targeting them wrong), we then set out to begin the website redesign process. These initial strategy steps allowed us to do both user experience design and visual design. (What are the differences? Check out this infographic.)