Cadbury Dental, believed to be the oldest dental practice in the country, are based in the Bournville area of Birmingham, and are renowned as a high-quality provider of NHS and private dental treatment. Cadbury came to Creative Ideaz with the problem that despite a highly attractive website, they were struggling to get any enquiries online.
Our web design and conversion optimisation specialists took to the case with vigour, implementing tracking and analytical tools to diagnose exactly where this design was going wrong. Our investigation led to us identifying several key problems, and so we began to formulate a new design that would tackle these issues.
The Creative Solution
We began by carrying out persona development to get to the crux of what the website users would be searching for online, which we used to inform our design strategy and to create customer journey maps which allowed us to illustrate the customers thought processes throughout the website journey.
This led to the creation of individual pages for each of their treatments to target the maximum scope when it came to search engine optimisation, as well as to ensure that all users had as much relevant information available to them as possible when booking a treatment at the Cadbury Dental Practice.
The redesign of the Cadbury Dental website has been a major step forward in the online presence of the company – Not only have we modernised the website to reflect their forward-thinking ethos and comprehensive range of services, we have also ensured to retain their traditional branding to demonstrate their extensive history.
The various user experience and optimisation changes we implemented have had a dramatic effect on the performance of the website since launch, with online users and sessions increasing by an average of over 130%, and average session duration boosted by over two-thirds.