Jervey Eye Group: Discovering Opportunities to Convert Web Traffic

Client

Jervey Eye Group

Category

Web

The Situation


In the course of working on media campaigns for Jervey Eye Group — a well-established medical group with four locations in Upstate, South Carolina — the Infinity team noticed that mobile traffic to their website was not converting. After running a User Experience (UX) exercise, the team concluded that mobile users weren’t scheduling appointments once on the site. This meant tracking capabilities needed attention. A “facelift” to their website was recommended to better represent their brand.

The Solution


Infinity’s web, creative, and SEO teams worked on the site architecture, making sure search engines could easily crawl the site and users could find the site organically. To build a better inventory of imagery, our creative team shot photography and videography to be used both on the website and in paid media creative that showcased patient/physician relationships, state-of-the-art technology, and Jervey’s extensive retail collection of frames and contacts.

 

The Results


Comparing the Jervey Eye Group website performance from the year before the site “facelift” to the year after, we saw:

  • Total events increased from 194 to 10,378 pre vs post new site launch. This includes:
    • Portal logins on mobile devices increased 100%
    • Click to calls increased over 100%
    • Request an Appointment from a mobile device increased almost 100%
  • 20% increase in sessions
  • Over 18% increase in both total and new users
  • A 9.3 increase in average session duration – a testament to the more engaging design and content

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