Juniper

Juniper's website

Juniper, Eucalyptus clinic, is a telehealth provider specialising in medical weight loss, a stigmatised area in healthcare. The website serves as an acquisition gateway and primary educational platform for potential customers.  

Problems to solve
After its initial launch, Juniper needed to rapidly scale and doing so only via paid channels wouldn't be sustainable or efficient with rising CACs and increased competition. Medical weight loss is also a topic which had a lot of misinformation and stigma surrounding it, which meant that potential customers were seeking information online and wanted more from the brand than just a paid ad to get them to convert.

At launch the website was fairly simplistic with a homepage and a couple supporting landing pages, all directing the user to start the quiz and consult.

What I did

There was a huge opportunity to educate customers on weight loss via long-form , in-depth content on the website which would not only help drive greater brand awareness for paid customers coming through to the website but also generate their own new leads via SEO. This content also aligned directly with the brand's mission which was to help people lose weight via medically-backed and proven treatments.

We set up a content engine that would create a deep library of content that would serve existing Juniper customers, educate would be customers and dispel myths for critics. This content engine would be scaled up to produce more than 1 article a day for Juniper.

This long-form content was also supplemented with new and beefed up landing pages which helped explain to the patient what the difference is between Juniper's treatments and other weight loss treatments. Tools and whitepapers were also added to the website to help establish Juniper's authority as a leader in the weight loss space. As Juniper's brand identity matured, the content had already been paving the way.

Results

• 10x SEO traffic in a year. The traffic gains from non-branded searches was immediate and just compounded over time.
• CAC dropped despite increasing CPMs and auction competition. Brand awareness grew significantly too, even in periods of decreased paid activity.
• New market launches were stronger, being able to borrow content and messaging that was already proven to work in Australia.

Paylater travel

Paylater Travel's website

Background
Paylater travel is a travel/fintech brand that allows travellers to secure their flight without paying the entire ticket upfront, via a deposit and installments up until the date of departure.

The website needed to find a balance between inspiring people to travel but also provide all the details for how the payments work. As a direct to consumer product, the website also needed to be optimised for the user journey and maximising conversions.

Problems to solve
Paylater travel's website had not been updated in 5 years since it was first created. It was also built on custom react, coupled together with the rest of the app. This meant that the outdated content and design couldn't be easily updated without an engineer or crawled by bots.

The existing website content also didn't educate the users on the product with lacking FAQs, educational pages and clear UVPs. The flight search which was the start of every customer journey was not mobile responsive (as was most of the site) which significantly impacted conversion rates as over 70% of our traffic was mobile.
Customers bounced immediately after visiting the homepage due to this combination of insufficient/unclear content, poor UX and overall lack of brand credibility.

What I did
1. Immediately initiated the migration of the website out of the codebase onto a separate CMS (Webflow) which allowed for easier maintenance by the growth team as well as a better user experience.

2. A rebrand and complete rehaul of the Paylater travel website commenced after the migration was complete. I engaged a designer, copywriter and webflow developer and functioned as the project lead and facilitator between all external contractors and internal stakeholders. The roadmap was developed to meet tight deadlines with strict prioritisation as we were heading into a peak travel period.

3. As part of the redesign, the site structure and page content was also redone. Previously the supporting pages were an afterthought and a lack of unified brand messaging. There was a clear mismatch between growth acquisition efforts and the website experience. I developed a sitemap and wireframes based on user qualitative insights, quantitative data and SEO research and worked with the designer and copywriter to translate the new brand into a website which matched our aspirations.

Results
The new website and brand had an immediate impact on conversion rate and engagement across all channels. The rollout across the market was staged but overall:

• +24% flight search start conversion rate
• +19% organic traffic MoM
• Long term CAC reduction and increased performance ROI with stronger brand alignment and conversion rates.