Abby See, Director of Online Marketing, Sunrise Senior Living
Sunrise redesigned its website for responsive design in 2013.
It was a risk, according to See, but as the team was seeing mobile visits climb, they decided the site needed to be responsive if customers were going to start using tablets and mobile devices in greater quantity.
After adapting the site to be responsive, the team wanted to know how it was being received by customers, so they conducted a user test.
"In user testing, we selected our demographic [to be] our largest audience, which is the adult child who tends to be female, age 50 to 65," See said.
The team had this group use the website and share their thoughts about it, and the team asked questions as well.
According to See, examples of questions asked include: "How do you feel about it? Secondly, were you able to find the information you needed? Let's say you were shopping for your mom or dad or a loved one, did you find it easy to find what you needed?"
The team also had to ensure that users understood the next step after getting their care results, which was to validate these results through a full assessment at a Sunrise community.
What helped with this concern was tapping into another Sunrise audience of medical professionals. There are many instances, See said, of patients being discharged after an incident — like a senior falling and breaking their hip — where that person's caretaker is suddenly overwhelmed by their need for full-time care.
This was a way to ensure that a large portion of people taking the questionnaire could truly benefit from an assessment and were getting information exactly when they needed it. Right then and there, someone can reach out, set up their appointment and have a tour scheduled for the next day, where Sunrise can fully assess the senior's needs, See said.
Eventually, the team pushed it out on all paid search ads as a site link. They also added it to all community pages. That way, if a customer was at a specific touchpoint and wasn't sure if they needed Sunrise's services or not, they would have that immediate check.
The team also decided to follow up the Care Questionnaire with assisted living resources. To implement this, they sent out an email that gave specifics about what the journey might look like for each user. For instance, tips for downsizing and affording care.
They also offer assistance for the smaller percentage of people who qualify for independent living care, for which Sunrise has 12 to 13 communities that offer that.
Memory care is the service where Sunrise can be the most impactful, See said. It is especially helpful because many people don't know if their loved one needs this type of care or not.
"The email that we follow up with is chock-full of memory care resources. We've got things like a lot of great memory care videos. We also have top 10 warning signs of Alzheimer's disease. That happens to be one of the most trafficked pages on our entire website," she said.
With over 20,000 users completing the survey at a 63% completion rate, the results Sunrise achieved from this effort are:
For other marketers embarking on a similar journey, See said, "I think user testing is essential because analytics can't tell you everything."
MarketingSherpa Summit 2017 | Aria Las Vegas | April 10-13
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