Case Study - Optimum Health and Management Services
July 10, 2009
Project Brief
Provide website design and development services to allow for the roll out of the following:
- eCommerce
- Search Engine Optimisation
- Content Management Systems
- Articulate – Health Article Management
- Email Marketing Tools
- Membership Management Tools
- Flash Animation
Project Outcome
The Loft Group completed a case study, analysing the online activity and performance of the OptimumHMS website. After installing Google Analytics and reviewing incoming traffic and ROI figures, it was established that not only was the website suffering from poor organic search engine rankings, but a lot of the site content was dated and website sections that were aimed at existing OptimumHMS customers had very little intrinsic value or merit.
Google Webmaster Tools and Yahoo! Site Explorer also showed some indexing anomalies. The website itself had been originally developed using dated coding techniques, which influenced the way in which search engines were indexing the site. With an understanding of the latest search engine algorithm updates, the new website was redesigned and redeveloped using search engine friendly code.
A new website concept, revised information architecture and a rejuvenated website business model was created, focussing on Web 2.0 trends. Web 2.0 online applications and websites revolve around the participation of users, and websites that encourage participation are revisited by clientele.
Email marketing campaign software was setup and an email campaign sent out to OptimumHMS clientele advising them of the website upgrades, and also included teaser content encouraging users to login and make use of the improved online features and content. Scientific weight loss and metabolic based literature was added to the site from contributors all over the world creating a sense of ownership amongst OptimumHMS contributors and clientele.
Attracting new clients to the website was handled by The Loft Group reconfiguring and optimising Pay-Per-Click search engine keyword campaigns. Banner advertising and reciprocal links on affiliate business websites were setup along with general website promotion in health related magazines. Discount membership promotions were advertised on the homepage and a few paragraphs of weight loss article teaser content added to the public areas of the website, enticing members to sign up to read the entire article.
The secure online membership system was created for clients to access weight loss related literature and receive discounts while shopping for health foods and products.
The Loft Group will assist OptimumHMS in their continuous assessment of client feedback, suggesting additional website features and functionality enhancements and amendments. OptimumHMS have some market niches that allow them to offer services that their competitors cannot. Metabolic rate profiles will be implemented into the site and will be promoted as a ‘members only’ facility.
