Kirk Hullis, Senior Digital Manager, Healthspan, comments:
“Nutrition Expert sets our business apart, providing our customers with as much information as possible to inform their health and purchase decisions. Building confidence in our content by highlighting the author of an article and linking directly into user generated content builds trust in our brand and demonstrates a quality of service that all our customers can expect.
Our site launched in July 2013; September saw our largest amount of traffic this year- 30% higher than the next busiest month and promotion panels within Nutrition Expert to the Healthspan product site are already visibly generating revenue and new customers for Healthspan.
Bounce rate is down 30% already, SEO performance and organic traffic is climbing steadily. Social sharing of our content is hundreds a month rather than single figures and our web customer service team are also beginning to field enquiries directly from the site.
We will integrate Nutrition Expert with our eCommerce site on Sitecore, and both will use the same profile data, allowing us to enhance experiences on both properties- personalisation of editorial AND product content based on what the customer has been looking at so far in this visit or a previous visit. Tablet- and specifically iPad- usage among customers and other site visitors is increasing significantly each month with double digit growth month-to-month.
The site was delivered on budget and on-schedule and early results from the site are already showing longer visits. Each time we add new content to the site in terms of scoring content correctly, it creates huge opportunities for suggesting the most relevant content to visitors, underpins properly targeted promotions and, in time, will drive a more relevant subscription/update service.”