Sims IVF is Ireland’s number one fertility clinic. A Webtrade client since 2004 they've always been conscious of their digital brand & messaging. Sims IVF need quality online delivery for current and potential new patients; highlighting that they are leaders at reproductive medicine in Ireland with best of breed facilities, and copper fastening their position as industry thought leaders with a wealth of IVF related information and patient resources.
User experience was the number one challenge for the new site. The old site offered a good experience for those that accessed it on a laptop or desktop, however the 40% of people accessing their website on smartphones or tablets were at a usability disadvantage as the site had designed for desktop users. Sims IVF needed their new website to appeal to their key demographic namely women, mid-20’s to early 40’s, who owned a smartphone and/or tablet.
We started out with making the site responsively designed meaning that no matter what device the website is accessed from, it will automatically recognise the device and display an optimised design accordingly. By having a responsive web design Sims IVF are now giving their target audience and any potential new customers an enhanced user experience with much simpler page design and navigation, without having them lose any of the wealth of content or patient functionality on the site.
The navigation of the new website was planned and structured to create a seamless journey throughout, allowing each visitor to access all the content of the website on any device.
Through Google Analytics and advanced video software which analyses user behaviour, we were able to identify the most important pages on the website, improve how they were displayed by creating four easily clickable calls to actions on the home page and greatly improve the user journey.
SIMS use our always up to date Siternity CMS meaning the responsive website redesign was an effortless process with no rebuild from scratch, no reload of content, or loss of Google ranking. It was a design “re-skin” effort with structural improvements to content and site architecture.
Finally, Sims IVF have an improved SEO rank now that their website is optimized for mobile and desktop from one place. Google sees Responsive Web Design as best practice and reward websites accordingly. There has been a measured improvement in user engagement from mobile users with a decrease in bounce rate and increase in the average number of pages viewed on the website.
"The team in Webtrade really do get digital. We’ve relied on them for the past decade to help us drive our digital marketing and keep ahead of our competition online. They’ve delivered yet again." - Steve McGettigan, CEO
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