Dental education homepage
& articles
My role: Lead UX Writer
The challenge: For customers and Sonicare-curious visitors not ready to commit to the high price-point of the smart toothbrushes required to connect to the app, it was important to provide 12 easy-to-find, easy-to-digest oral care articles, primarily geared toward education of good oral care habits, and secondarily guiding viewers to relevent Sonicare products. To drive traffic improvements, I partnered closely with the SEO team to help identify topics and keywords needing to be covered within the content.
The goal
SEO results showed a strong indication that the Sonicare brand excelled with mid-funnel engagement – as it pertained to product purchases – but lacked in top-of-funnel and post-purchase (nurture) engagement.
The goal of the homepage and articles was:
Develop an educational (but conversationally framed) home page, along with a series of SEO-led oral healthcare articles, intended to 1) introduce Sonicare to new customers in a compelling way, and 2) provide a data-driven (but easily comprehended) location for customers to find relevant, up-to-date oral healthcare information.
General UI
Content details
The homepage
Article snippet
The process
The content requirements
Educational home page copy and 12 comprehensive long-form articles
Each article needed to maintain 5%-7% SEO keywords
Each article should link to a topic-relevant Sonicare product
The stakeholders
Due to the healthcare aspect of the content
SEO and data science were identified as key partners to drive traffic and engagement
Frequent consult with Clinical and Legal to verify the efficacy and accuracy of the subject matter
Ongoing collaboration with Marketing, Design, and Engineering to align on experience design
The research
Ongoing rounds of testing for continued validation and opportunities for revision
Pre-launch: Collaborate with SEO to identify keyword strategy
Post-launch: 30/60/90-day SEO tracking with metrics focused on overall traffic, unique users, and time spent on article pages
The learnings
The metrics
An average of 15% increase in SEO traffic and UUs, but short times spent on the article pages
The relationship
Visitors are interested in learning about their oral healthcare, but don’t want to read (or interpret how generalized healthcare content is personally relevant)
The next steps
Develop a feature that fulfills the main takeaways (which led to the app's Progress Report)