Cardinal Innovations launched a new website in 2018 built on Kentico. From there, they wanted to gauge whether the digital experience and content strategy deployed were effective in boosting customer brand perception and UX satisfaction.
The results of their customer segmentation study and roadmapping study prior to the website build had revealed that customer loyalty was at an all-time low for many of their audience segments. Therefore, the goal of the website was to be helpful, personable, trustworthy, and transparent. But how do you measure whether the strategy was effective?
To determine if we had positively impacted the user experience, we took a multi-faceted approach to our data strategy.
Step one was setting up a thorough tagging strategy to track all user behaviors on the site via Google Analytics.
Next, we setup interactive questions to collect data about users while they were interacting with the site: Are you a member or a provider? What are you looking for? Their answers illustrated what different audiences needed from the site.
Lastly, we implemented an optional UX satisfaction survey to measure Net Promoter Score over time.
Cardinal Innovations now has a complete view into the user journey from entry point, to pages visited, to where users bounce. And they have real user input regarding what could improve UX satisfaction moving forward.
This comprehensive analytics strategy allowed us to continuously gain insights about customer segments over time, informing continuous optimization and site improvements. Most importantly, we collected evidence backed by data that the redesign and optimization strategies improved UX and user satisfaction.
By the numbers
point increase in average website satisfaction (NPS)
increase in response to “Did you find what you were looking for?”
increase in site usability
About the client
Cardinal Innovations Healthcare is a Medicaid managed-care organization (MCO) that serves members and families with intellectual and/or developmental disabilities, mental health, or substance use disorder (IDD/MH/SUD) diagnoses across 20 counties in North Carolina.