With three different audiences, advisers, employers and employees, the existing site was complicated to navigate making it hard for each audience to access relevant content. We needed to simplify this, helping each audience navigate their way around the site.
The moreish Approach
To improve the user experience for their three audiences, we simplified the information architecture so visitors were able to easily identify who they were as soon as they landed on the site, therefore getting easy access to relevant content and information.
A secondary navigation via a hamburger menu provided access to any further generic product information, documents, reports and news articles.
Visually, the site was incredibly striking, with the home page featuring a large animation of the ‘Right Mix’ ellipses overlapping, creating the bright ellipse orange. This brought to life the new proposition the moment you visited the page.
The ellipse curve was utilised throughout the site to break up the on-page content, helping users to easily digest information. Together with the use of our brand colours, new illustrations, animations, videos, icons, bullets and tables, this really set the site apart from our competitors and gave the website a modern and distinctive look.
And of course, the site was fully responsive across all devices and all copy was written to aid organic SEO, with all headings and assets correctly tagged.
6 months following the launch of the site, website analytics showed increased visitors to the site with a lower bounce rate and a longer on-site dwell time.
When asked in Ellipse’s annual survey to advisers, the majority of responders confirmed that they felt the new website was to navigate and find information
The brand relaunch was so successful that within a year of the rebrand they were bought out by AIG in 2019. So sadly the website is no longer live, however you can see the original site here: https://ellipse.moreishmarketing.com/