Branding, Web Design
The client company provides nutrition coaching service. They help people cautious about their health to build a balanced, sugar-free diet. They offer a tailor-made nutrition coaching program. As a result, the participants of the program rapidly transit to healthier, more sustainable living.
The client came to us with a request to analyze and improve their website. The problem was that even though there was a consistent traffic to the website, the number of conversions was low.
After analysing the website and conducting the usability tests, we concluded that the cause of low conversions was likely to be:
Website design and UX
Load Speed & Lack of mobile optimization
We started off by analyzing the target audience. Company's consumers are mostly female, 35 to 60 yo, interested in healthy lifestyle, wellness and mindfulness.
Based on our customer research, we discovered that the major considerations for choosing a nutrition program were health benefits, changing unsustainable eating habits and search for more sustainable living habits.
The current design was not well suited to represent these values. It was too dark, didn't have a value proposition and included too much text. Visual content was not always well suited for the concept.
We selected a better suited color scheme, defined a unique value proposition and selected relevant visuals. We then optimized mobile version and restructure the content of the website to make it easier to follow