Though Hoveround was one of the world's leading power wheelchair providers - and the only company to directly manufacture as well as sell and service its mobility products - its Web presence was dated and out of touch with medical personnel, care takers and most importantly - the people most in need of their products. The site didn't scratch the surface of how people's lives were transformed with the independence Hoveround mobility products provided. It didn't depict the various features, components and options of Hoveround products. And it certainly didn't portray Hoveround's dominance in the global marketplace. Visitors struggled to find information within the jumbled framework. Hoveround needed an online presence and interface that intuitively directed visitors to the information they sought and revealed their product innovation.
We embarked on a complete brand overhaul to showcase the unique design and service that differentiated Hoverounds from other products in the cut-throat mobility industry. We began by repositioning the most vital content areas at the forefront of the site. We then tailored sections for each of the different types of visitors - patients, doctors and caregivers - audiences each seeking very different information. Each section's language, imagery and even library of resources were designed specifically to meet the needs and wants of their respective audiences. Then, a three-dimensional viewer was built for every Hoveround model so users could magnify any part of the wheelchair to get specific visual information about various components. Users could also compare the differences between the various power chairs and scooters through the At-a-Glance feature, which laid out the various product attributes side-by-side.
Visitor engagement with the new site was swift and strong. Sales leads increased by over 43 percent. And it wasn't just the volume of sales inquiries that increased, the quality soared as well. Finally, caregivers, patients and physicians had resources and tools specifically designed to their information needs. This dramatically increased the quality of leads pouring into Hoveround. In addition, visitor time on the new site increased over 10-fold because of the rich site experiences available through video demonstrations, product showcases and the assortment of relevant mobility resources.
