The brief
Seven Seas initially asked for a website refresh, but we quickly realised what they actually needed was something far broader in scope.
Although it was informative, their existing customer segmentation data needed to be reconfigured for the online market. So we set about searching for an alternative option, as well as investigating ways to make the customer journey more engaging and interactive.
The approach
It takes a brave marketer to ditch the demographics, but that's exactly what we suggested doing.
Our team realised early on that the key to understanding Seven Seas' audience was not to divide them up along the traditional socio-economic lines, but on how they behaved online.
By analysing keyword data and using Google Insight to breakdown the site's 769,977 visitor searches a month, we identified eight distinct mindsets that governed purchasing behaviour. These mindsets ranged from people who wanted to know more about Vitamin B, to those who had been diagnosed with a particular condition such as arthritis.
We were able to use these mindsets to inform the design of the entire website, ensuring that the content, architecture and delivery of information throughout the site was deployed accordingly.
Another key element of our approach was the creation of the Health Zone. This useful resource was developed not only to provide visitors with information on specific aspects of healthcare, such as women's health or a balanced diet, it also proved invaluable for maximising SEO and increasing the site's visibility.
The result
Consumer response to the new website has been immensely positive; the number of returning visitors has increased by 8%, the 'bounce' rate has reduced by 3% and the duration of the average visit has gone from 2 minutes 46 seconds to 3 minutes and 45 seconds.
Seven Seas were particularly delighted, since this approach also proved to be highly cost-effective and more accurate than traditional market analysis. Our innovative use of data sources led to the website being Highly Commended for Research Breakthrough of the Year category at the Market Research Society Awards.