Published: 08 October 2020
We all want the best for our clients right? But how do we actually (and tangibly) deliver on this?
Investing the time to truly understand the business wants, needs, and expectations will give you the foundations to gain traction.
We also know there are always unplanned external and internal influences (enter Covid-19 - which I won’t mention again), so trying to design a plan to deliver upon the wants, needs, and expectations must never sit in a vacuum where success can only be guaranteed without variables.
As an agency, we deliver an ‘always-on’ approach through a Business Transformation Retainer (BTR) framework. Allowing our many marketing services to concurrently run alongside engineering and development empowers the agency and client to be reactive to change and to continually strive forward hitting new targets. Our framework provides an opportunity to integrate our talent with the client staff and create a genuine client team with a strong relationship.
Sunrise Senior Living is a leading UK care home provider, with their status being recognised and commended by carehome.co.uk having been included in the Top 20 Care Home Groups for a consecutive five years. Customer experience lies at the heart of all their care homes as the company is passionate about care, physical and mental wellbeing, professional nutritious home-cooked meals, and stunning community spaces.
Yet, the experience should not stop there and digital has to play a key part in that. Sagittarius has worked closely with the Sunrise Senior Living team to reflect and embrace the physical experience online through their two leading brands, Sunrise and Gracewell, websites.
Like many of the new clients we win, the brief and start-point revolve around the poor condition of the inherited code and the client’s frustrations around slow progress with the outgoing agency. Nonetheless, we thrive on giving brands the service they deserve and great progress has been made since working together.
The results achieved so far and fascinating user behavioural insights shows what can be accomplished through a close agency and client relationship and a solid resource framework;
- Our comprehensive SEO strategy has achieved great YoY results. Comparing 2019 vs 2018 to allow for seasonal fluctuations to be compared;
- Increase in user numbers by 3% for Gracewell, and 18% for Sunrise
- Last-click conversion up 6% for Gracewell, and 7% for Sunrise
- The assisted conversion has risen by 18% for Gracewell, and 11% for Sunrise
Our Conversion Rate Optimisation experts are also part of the retained team and have been gaining further insights into user behaviour. One test we ran was to surface the luxury nature of the brands strictly through subtle changes to written content. Sunrise users barely reacted because the test simply played to their expectations of the brand however, Gracewell users responded really positively with form submissions increasing, bounce rates dropping, and time on site increasing.
This work has seen superb results. Based on the net operating income the direct web conversions for 2019 achieved and ROI of:
- 392% for Gracewell
- 1,831% for Sunrise
The inherited structure of the site meant there were limitations in the optimisation that was possible so by working as an integrated agency/client team we decided to rebuild both sites and fully embrace the Sunrise Senior Living experience as the best option for the future.
Alongside this, the Sunrise and Gracewell brands have recently completed a rebranding project with outputs including new imagery, tone of voice, logo, colour and pattern schemes. To ensure the seamless connection between the rebrand and the website rebuild, we collaborated, as usual, to fulfil the wants, needs, and expectations of the Sunrise Senior Living team.
Our toolkit included a comprehensive User Experience Discovery and meticulous Content Audit.
The UX Discovery phase presented the opportunity to interview a range of people who interact with the brands to gain a detailed and thorough understanding of user needs and flows. We illustrated this in an Experience Map detailing;
- stages a user goes through from researching to comparing care homes to coming to a decision and selecting Sunrise Senior Living
- the multiple objectives, within each stage, that a user will typically complete, from assessing the lifestyle available in the Research phase to open advocacy in the use stage
- a number of oscillating behaviours and emotions a user feels during the various stages and objectives are completed
Our Content Audit candidly reviewed each page within the sitemap by understanding;
- high-level information including title, metadata, current organic SERPs positions, and CTAs
- stats from Google Analytics to understand levels of user engagement and popularity of pages
- where the page sits within the customer journey by categorising the theme, type of content, the purpose of the page, the type of user to interact, where the customer sits within the Engagement Map, and the customer's behaviour/mindset
The Content Audit gave us the full delineation of both the Sunrise and Gracewell sites.We had the information to see pages at a granular, almost siloed level, but also observe how the pages link and slot together to provide a cohesive journey.
As expected the audit did throw out areas of improvement, but our immediate focus was on the rebrand and rebuild elements. As an agency and client team we tagged each page to be “kept, improved, or binned” for the rebuild projects and this gave us clarity and focus.
Latest progress is working through the pages to reflect the rebranding and weaving in the new narrative and tone of voice that is expected across all marketing touch-points on and offline.
We are still in the midst of the rebuild, but with the in-depth work to date, we have been able to make sure Sunrise Senior Living’s wants, needs, and expectations are at the heart of the rebuild.
If you want to hear more about how we can tangibly deliver upon your wants, needs, and expectations using our expertise in CRO, SEO, Attribution Modelling and Sitecore Optimisation we’d love to hear from you!