Healthspan Nutrition Expert Sitecore Site

Healthspan Nutrition Expert Sitecore site

All case studies

How we used Sitecore to build the Nutrition Expert Site for Healthspan

70% 

Search

Organic search traffic is up

Halved

Ping Pong

Bounce Rate

30%

Watch

Time on Site is up

+50%

Hand

Views are now from mobile/tablet

Healthspan

Healthspan is the UK’s leading direct supplier of vitamins, minerals and health supplements. Founded in 1996 they now supply 150 products to over two million customers. Online is their dominant channel, supported by over 100 phone advisors.

We worked with Healthspan to build their Nutrition Expert site, which launched in July 2013.

Our solution needed to be very ‘lean’. We wanted to keep the site structure very flat and simple to focus on the key requirements and tasks for different users. We also need to deliver the most relevant information to these users.

Kirk Hullis Digital Manager Healthspan

The Challenge

By profiling their online customers Healthspan found three distinct customer segments that Nutrition Expert needed to engage:

  • 45+ Health Concerned – Aware of their poor lifestyle, wanting to do something about it and searching for information on a specific ailment or more general topic
  • Active Retired – The effects of ageing are beginning to throw up the odd complaint. They are searching for reliable information and suppliers of the supplements their friends are recommending 
  • Serious Health Researcher – High-volume researchers of supplements, medecines and research so they can self-diagnose. They interact with sources that provide clear relevant information.

These customers were increasingly using tablets and mobiles to browse.

Nutrition Expert needed to give expert content contributors the opportunity to promote their professional credentials through community profile pages, contributions, LinkedIn, Twitter, Amazon and G+ pages.

Heathspan use Pluck, a third party community platform, to power reviews, blogs and discussions. They wanted this included in the solution. 

Our solution needed to be very ‘lean’. We wanted to keep the site structure very flat and simple to focus on the key requirements and tasks for different users. We also need to deliver the most relevant information to these users.

Kirk Hullis Digital Manager Healthspan

The Approach

Ease-of–use for Healthspans rapidly growing mobile and tablet user-base was a priority.

We decided the best approach was to develop for the mobile user first and then scale up for tablet and desktop. This was a very different philosophy to the traditional desktop-first approach.

‘Mobile first’

Because tablet users are not always PC users the design had to be aware of interaction differences. Every process needed to be clear and simple, taking advantage of the characteristics of each device:

  • Interactivity – different mind-sets for ‘touch’ rather than ‘click’
  • Slideouts – using functionality the user expects
  • Dropdowns – using the platform’s native functionality 

We worked with Healthspan on designs and wireframes. Through workshops focused on user experience (UX) and business goals we finalised personas, usability approaches and the Sitecore design.

‘Build’

We wanted to give Healthspan the ability to test content throughout the site, at a granular level. To achieve this we spent significant time on the Information Architecture (IA). We built the site in a way that content can be reused and moved around the site. Every aspect of the site can be changed very quickly and A/B or multivariate tested.

‘Content personalisation’

Driving intelligent recommendation of further content was fundamental for creating a dynamic digital community.

We used Sitecore’s Digital Marketing System (DMS) to instantly link authors to their content and wider social platform to promote further discussion and real-life stories.

Each time new content is added to the site it’s scored. This increases the ability to personalise and present relevant content to visitors. This underpins targeted promotions and drives a more relevant service.

‘Pluck integration’

We had to work out the best way to integrate Pluck – the third party community platform Healthspan use – with Sitecore.  We met with developers from Pluck to figure this out.

We managed to achieve a good, robust connection with Pluck using the Sitecore data integration layer.

Healthspan Nutrition Expert project timeline

  • Wire-framing

    With tablet and mobile a priority we kick off the project by creating lo-fi wire-frames for Healthspan to approve the device layout.

  • Design

    Healthspan produced hi-fi designs which provided the build assets for our developers to do their magic.

  • Build

    We buckled down to six weeks of build focusing on tablet first. We supported tagging for the crucial content aspect of the site

  • UAT

    One week of UAT, to make sure everything was pixel perfect and ready to launch

  • Go Live

    Celebration time as the site launch is relatively simple and pain free

Summary and next steps

Nutrition Expert site visitors now have an uncluttered and trustworthy resource to research common health topics.

The site successfully merges expert articles with user-generated content to suggest the most relevant content based on the users searching and browsing.

Mobile/tablet visitors can easily navigate the site with clear controls, native menu commands and a clean layout.

Nutrition Expert generates new customers and revenue for Healthspan.

  • Merges

    Merges expert articles with user-generated content

  • Mobile

    Designed for tablet and mobile

  • Revenue

    Generates new customers and revenue

Kirk_Hullis

Kirk Hullis

Digital Manager Healthspan

The site was delivered on budget and on schedule – and results from the site are showing longer visits, better performance “The site was delivered on budget and on schedule – and results from the site are showing longer visits, better performance in SEO and increased organic traffic as a result. Each time we add new content to the site in terms of scoring content correctly, it creates huge opportunities for suggesting the most relevant content to visitors, underpins properly targeted promotions and will drive a more relevant subscription / update service.
Kirk Hullis Digital Manager Healthspan

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