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Nosco is a full-service packaging solutions provider focused on the healthcare industry. Nosco came to Duo in 2014 with a need to consolidate four different websites into one, without overwhelming visitors with too many options. Their goals included making their website more dynamic and turning into “a place of commerce," meaning they wanted a site that facilitated education, marketing, and ordering. They wanted visitors to be able to register for webinars, use a cost savings calculator, get online chat help, upload files, order samples, read blogs, and sign up for events.

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AN EXTENSIVE DISCOVERY PROCESS 

Duo dove into user research, stakeholder interviews, discovery exercises, user testing, and more. We also did usability testing on the current site to see where users encountered challenges. Here is what we learned:

  • Different Markets Have Different Needs

    Each market Nosco works with has different needs, uses different language, and are represented with specific brand colors. 

  • Build Trust and Communicate Clearly

    The site needed to build trust and quickly but effectively communicate the broad array of services offered by Nosco. 

  • Encourage Visitors to Convert

    The homepage needed to be all encompassing, encouraging people to dive further to learn more about products and services and fill out a contact form.

USING HUBSPOT SMART CONTENT IN A BRAND NEW WAY

We developed a solution leveraging smart content in HubSpot to combine Nosco's four separate sites into one without having duplicate content or multiple versions of the same content.

  • Content Based on Referral Codes

    We decided the content would change on the pages based on the referral source. The referral source would be a custom source with a custom campaign for each market, product, or service. Then we created tracking URLs associated with the campaign source to trigger the smart rules. 

  • Mapping Smart Content

    After creating campaigns for all of the markets, products, and services, we created pages for each product and service and used relative URLs to create tracking URLs associated with the proper campaigns. We then created smart versions of the content on each page with the rule being referral source of "other campaigns."

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How Did It All Work Out?

The average site visits at our initial benchmark analysis was 2,135 visits per month. This number comprises visits from the multiple sites that existed for Nosco at the time. Now, the monthly site visits have already increased to over 3,200. In addition to this, we increased visits from direct traffic from a monthly average of 800 visits to 1,300 visits.

Furthermore, the bounce rate on the primary site was about 50% but the bounce rate on the digital printing site was nearly 80%. We wanted to reduce this bounce rate as part of our consolidation of the multiple sites. Now, the overall bounce rate of the site is holding steady at 57%. The average session duration has also increased from 1:38 to 2:34. We also nearly doubled pageviews; before launch there were 5,900 pageviews on average per month. After launch Nosco is averaging 10,780 pageviews per month.

Beyond the metrics, which speak for themselves, one of the most rewarding parts of this project was seeing how happy the Nosco team was with the new design of the site. In addition to increasing visits to the site, by providing more targeted ways for people to convert and connect with Nosco, people are more willing to submit forms with detailed information on their needs. This allows the Nosco team to reach out with more context and provide a better overall experience.

Before and After

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