Challenge
Surviving and thriving in a highly competitive market
Healthspan started as a mail order business, and although still significant, it has been superseded by its online presence. But it needed to improve its website to keep pace with customer expectation and a highly competitive market. Navigation was difficult and finding products was based on company department rather than customer need. For instance, an A-Z search meant customers needed to know products beforehand. Because of the website set up, customers learned ‘bad’ behaviors—80% of MyAccount customers selected products based on purchase history, limiting opportunities to offer new products or cross-sell based on search criteria.
One of the main challenges, especially for new customers is trust. Elis Bebb, Change Manager at Healthspan, says, “When it comes to vitamins and supplements, the main thing is how do people trust them to make that purchase. Our brand reputation has been boosted by selling through well-known high street shops. But we want customers to buy direct, so as well as quality products and service, a smooth and efficient customer journey is essential.”
Healthspan’s websites needed to be mobile-first, support more channels, improve the user journey, and maximize marketing opportunities.