{"id":102566,"date":"2023-01-27T11:47:59","date_gmt":"2023-01-27T19:47:59","guid":{"rendered":"https:\/\/thegood.com\/?post_type=case-studies&#038;p=102566"},"modified":"2024-08-29T12:57:29","modified_gmt":"2024-08-29T19:57:29","slug":"medelita","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/medelita\/","title":{"rendered":"Medelita Optimized Their Homepage with a Digital Experience Optimization Audit\u2122"},"content":{"rendered":"<div class=\"c-case-study-topper\"><div class=\"c-case-study-topper__content\"><div class=\"c-case-study-topper__logo-holder\"><img decoding=\"async\" width=\"300\" height=\"40\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/medelita-300x40.png\" class=\"attachment-medium size-medium\" alt=\"medelita logo\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/medelita-300x40.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/medelita-1024x136.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/medelita-768x102.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/medelita-1536x203.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/medelita-600x79.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/medelita-260x34.png 260w, https:\/\/thegood.com\/wp-content\/uploads\/medelita.png 1616w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div> <!-- \/.c-case-study-topper__logo-holder --><div class=\"c-case-study-topper__quote\"><em>&#8220;We have tested the new homepage and it blew our existing one away&#8221;<\/em><\/div><div class=\"c-case-study-topper__quote-attribution\"><div class=\"c-case-study-topper__quote-attribution-text\"><strong><em>Dan Stepchew<\/em><\/strong><em>, Chief Technology Officer, Medelita\u00a0<\/em><\/div><\/div><\/div> <!-- \/.c-case-study-topper__content --><div class=\"c-case-study-topper__key-results\">\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\">\n\n<div class=\"wp-block-stackable-icon stk-block-icon stk-block stk-5d7844c\" data-block-id=\"5d7844c\"><style>.stk-5d7844c{margin-bottom:0px !important}.stk-5d7844c .stk--svg-wrapper .stk--inner-svg svg:last-child,.stk-5d7844c .stk--svg-wrapper .stk--inner-svg svg:last-child :is(g,path,rect,polygon,ellipse){fill:#000000 !important}<\/style><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg style=\"height:0;width:0\"><defs><linearGradient id=\"linear-gradient-5d7844c\" x1=\"0\" x2=\"100%\" y1=\"0\" y2=\"0\"><stop offset=\"0%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-5-d-7844-c-color-1)\"><\/stop><stop offset=\"100%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-5-d-7844-c-color-2)\"><\/stop><\/linearGradient><\/defs><\/svg><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"long-arrow-alt-up\" class=\"svg-inline--fa fa-long-arrow-alt-up fa-w-8\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 256 512\" width=\"32\" height=\"32\"><path fill=\"currentColor\" d=\"M88 166.059V468c0 6.627 5.373 12 12 12h56c6.627 0 12-5.373 12-12V166.059h46.059c21.382 0 32.09-25.851 16.971-40.971l-86.059-86.059c-9.373-9.373-24.569-9.373-33.941 0l-86.059 86.059c-15.119 15.119-4.411 40.971 16.971 40.971H88z\"><\/path><\/svg><\/div><\/span><\/div>\n\n<\/div><div class=\"c-case-study-topper__key-result__text\">Drastically improved mobile and desktop conversion rates<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\">\n\n<div class=\"wp-block-stackable-icon stk-block-icon stk-block stk-f2545ce\" data-block-id=\"f2545ce\"><style>.stk-f2545ce{margin-bottom:0px !important}.stk-f2545ce .stk--svg-wrapper .stk--inner-svg svg:last-child,.stk-f2545ce .stk--svg-wrapper .stk--inner-svg svg:last-child :is(g,path,rect,polygon,ellipse){fill:#000000 !important}<\/style><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg style=\"height:0;width:0\"><defs><linearGradient id=\"linear-gradient-f2545ce\" x1=\"0\" x2=\"100%\" y1=\"0\" y2=\"0\"><stop offset=\"0%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-f-2545-ce-color-1)\"><\/stop><stop offset=\"100%\" style=\"stop-opacity:1;stop-color:var(--linear-gradient-f-2545-ce-color-2)\"><\/stop><\/linearGradient><\/defs><\/svg><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"fas\" data-icon=\"users\" class=\"svg-inline--fa fa-users fa-w-20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\" width=\"32\" height=\"32\"><path fill=\"currentColor\" d=\"M96 224c35.3 0 64-28.7 64-64s-28.7-64-64-64-64 28.7-64 64 28.7 64 64 64zm448 0c35.3 0 64-28.7 64-64s-28.7-64-64-64-64 28.7-64 64 28.7 64 64 64zm32 32h-64c-17.6 0-33.5 7.1-45.1 18.6 40.3 22.1 68.9 62 75.1 109.4h66c17.7 0 32-14.3 32-32v-32c0-35.3-28.7-64-64-64zm-256 0c61.9 0 112-50.1 112-112S381.9 32 320 32 208 82.1 208 144s50.1 112 112 112zm76.8 32h-8.3c-20.8 10-43.9 16-68.5 16s-47.6-6-68.5-16h-8.3C179.6 288 128 339.6 128 403.2V432c0 26.5 21.5 48 48 48h288c26.5 0 48-21.5 48-48v-28.8c0-63.6-51.6-115.2-115.2-115.2zm-223.7-13.4C161.5 263.1 145.6 256 128 256H64c-35.3 0-64 28.7-64 64v32c0 17.7 14.3 32 32 32h65.9c6.3-47.4 34.9-87.3 75.2-109.4z\"><\/path><\/svg><\/div><\/span><\/div>\n\n<\/div><div class=\"c-case-study-topper__key-result__text\">Better user experience on the homepage<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\">\n\n<div class=\"wp-block-stackable-icon stk-block-icon stk-block stk-bc74e8c\" data-block-id=\"bc74e8c\"><style>.stk-bc74e8c{margin-bottom:0px !important}.stk-bc74e8c .stk--svg-wrapper .stk--inner-svg svg:last-child,.stk-bc74e8c .stk--svg-wrapper .stk--inner-svg svg:last-child :is(g,path,rect,polygon,ellipse){fill:#000000 !important}<\/style><span class=\"stk--svg-wrapper\"><div class=\"stk--inner-svg\"><svg 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128z\"><\/path><\/svg><\/div><\/span><\/div>\n\n<\/div><div class=\"c-case-study-topper__key-result__text\">Data-backed research to inform decisions<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n<\/div> <!-- \/.c-case-study-topper__key-results --><\/div> <!-- \/.c-case-study-topper -->\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-overview\"><strong>The Overview<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.medelita.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Medelita<\/a> is an ecommerce brand known for their premium lab coats, stethoscopes, and performance scrubs for medical professionals. They sell their products through select retailers across the United States, as well as direct-to-consumer through their ecommerce website.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge-nbsp\"><strong>The Challenge&nbsp;<\/strong><\/h2>\n\n\n\n<p>Medelita came to our team with the challenge of differentiating themselves from other competitors in the market. Their objective was to create a website experience that captured the uniqueness of their brand, while also focusing on the quality of their products.<\/p>\n\n\n\n<p>In the early stages of the engagement, we outlined several specific goals to help guide our approach to optimizing Medelita\u2019s site experience:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improve the homepage design to tell Medelita\u2019s story more cohesively<\/li>\n\n\n\n<li>Highlight clear product differentiation over competitors<\/li>\n\n\n\n<li>Streamline website navigation to provide a clear path to purchase<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-process\"><strong>The Process<\/strong><\/h2>\n\n\n\n<p>The <a href=\"https:\/\/thegood.com\/audit\/\">Digital Experience Optimization Audit\u2122<\/a> started with our team conducting a comprehensive analysis of Medelita\u2019s website analytics and user experience flow.\u00a0<\/p>\n\n\n\n<p>This process was a complete 360-degree qualitative and quantitative analysis of Medelita\u2019s website, which included:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reporting on data trends identified in their website analytics<\/li>\n\n\n\n<li>Conducting remote unmonitored user-testing sessions<\/li>\n\n\n\n<li>Analyzing eye-tracking heat maps of key pages<\/li>\n<\/ul>\n\n\n\n<p>In our analysis, we noticed that a majority of Medelita\u2019s audience was coming from mobile devices and that there was a significant conversion rate difference between their mobile site and desktop site.&nbsp;<\/p>\n\n\n\n<p>While it\u2019s not uncommon to see a variance in conversion rates across platforms, it presented an opportunity for our team to focus on optimizing their mobile site experience to promote an increase in mobile conversions.<\/p>\n\n\n\n<p>Additionally, user-testers visiting the site on both desktop and mobile had a difficult time identifying Medelita\u2019s unique product differentiators. Testers noted that they were seeking more details on the <em>functionality <\/em>of the products, while Medelita was focused on highlighting the <em>style and fit<\/em> of the products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution\"><strong>The Solution<\/strong><\/h2>\n\n\n\n<p>At the end of the audit process, our team delivered a comprehensive report of the findings in a detailed strategy session.&nbsp;<\/p>\n\n\n\n<p>We provided specific suggestions for improvements that could be made to their site and included an in-depth roadmap for the next steps that Medelita could refer to moving forward.&nbsp;<\/p>\n\n\n\n<p>In addition to the report, we also provided Medelita with wireframe designs for a series of pages, including the homepage.&nbsp;<\/p>\n\n\n\n<p>The wireframes were developed using the insights identified in the audit, and focused on establishing a strong first impression of the brand for first-time visitors.&nbsp;<\/p>\n\n\n\n<p>In the updated homepage design our team concentrated on clearly conveying Medelita\u2019s brand story through social proof, while also highlighting the quality and uniqueness of their products through testimonials and strategic content delivery.&nbsp;<\/p>\n\n\n\n<p>Here&#8217;s the end product post implementation: <\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" width=\"600\" height=\"501\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-11.gif\" alt=\"\" class=\"wp-image-102569\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results\"><strong>The Results<\/strong><\/h2>\n\n\n\n<p>After implementing our suggested wireframe designs to their live website, Medelita saw a drastic improvement in their mobile and desktop conversion rate.&nbsp;<\/p>\n\n\n\n<p>Their team had the following to say about the results of the wireframes:&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cSince our last conversation, we have tested the new homepage and it blew our existing one away \u2013 we have since implemented it for 100% of visitors. Everyone&#8217;s really pleased with the homepage design, and we&#8217;re moving onto implementing the other findings\/suggestions provided in the website audit.&#8221;<\/em><\/p>\n<cite>&#8211; <strong><em>Dan Stepchew<\/em><\/strong><em>, Chief Technology Officer, Medelita&nbsp;<\/em><\/cite><\/blockquote>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"featured_media":102570,"menu_order":150,"template":"","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":[]},"service-type":[10142,10143],"business-model":[],"industry":[10153],"class_list":["post-102566","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","service-type-cro-audit","service-type-wireframe-audit","industry-physical-goods"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured.jpg",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-300x174.jpg",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-768x446.jpg",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-1024x595.jpg",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured.jpg",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured.jpg",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-600x349.jpg",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-129x75.jpg",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured.jpg",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured.jpg",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured.jpg",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/The-Good-\u2013-Medelita-Case-Study-Featured-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>&#8220;We have tested the new homepage and it blew our existing one away&#8221;Dan Stepchew, Chief Technology Officer, Medelita\u00a0 Drastically improved mobile and desktop conversion rates Better user experience on the homepage Data-backed research to inform decisions The Overview Medelita is an ecommerce brand known for their premium lab coats, stethoscopes, and performance scrubs for medical professionals. They sell their products through select retailers across the United States, as well as direct-to-consumer through their ecommerce website.&nbsp; The Challenge&nbsp; Medelita came to our team with the challenge of differentiating themselves from other competitors in the market. Their objective was to create a&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Medelita Optimized Their Website Experience With The Good<\/title>\n<meta name=\"description\" content=\"How Medelita optimized their website experience with a Comprehensive Conversion Audit and Wireframe Audit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/results\/medelita\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Medelita Optimized Their Homepage with a Digital Experience Optimization Audit\u2122\" \/>\n<meta property=\"og:description\" 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