AORN
Services we provide:
- Digital strategy
- Website data tracking & analysis
- Website design & development
- Progress Sitefinity implementation
About AORN
AORN is the Association of periOperative Registered Nurses, a community that started in 1949 in order to share best practices for operating room nurses. AORN is celebrating 75 years of being the largest family of organizations dedicated to supporting nurses and surgical teams with over 44,000 members nationwide. AORN shares information with its members through their digital assets, including the website. AORN came to the experts at SilverTech wanting a new digital member experience across all the AORN websites.
The Process
SilverTech’s strategy team reviewed the most current data from AORN and provided recommendations for enhancing components of all the websites for optimized data accuracy and clean data collection going forward. With this project, SilverTech met the challenge of moving seven websites from Sitecore to Sitefinity. Progress Sitefinity was the newly chosen platform for its ease of use, rich functionality and fully customizable features. This project required a design of seven unique styles and brands, creating widgets and content types that would accommodate their content needs for each of the seven entities. This includes the Outpatient Surgery magazine which had more than 12,000 articles. Other challenges with this project included the incorporation of ad space throughout the sites, SSO and member login functionality, custom search, scripted content migration and more.
RESULTS
Increasing Website Conversions: Best Practices
8/1/24
What Does a Website Conversion Rate Tell You?
A website conversion rate reflects the performance and effectiveness of a website’s user experience. A website must be built in a way that caters to an audience’s preferences and goals during each session. Factors like the amount of time it takes to complete a task, the simplicity of the steps involved, and the accessibility of relevant information affect the ease-of-completion, and therefore, conversion rates.
Tips for an Optimal Conversion Rate
- Improve site organization – Make sure people are finding what they need. If users are unable to efficiently find information on a website, they are less likely to stick around to try and figure it out. At least 89% of users will shop with a competitor after poor user experience. Maintaining clear and organized navigation to link text, buttons, and menus creates an easier experience for users to find the information they need.
- Optimize paths to conversion – Strong Calls to Action (CTAs) guide user behavior and drive action on a website. The clarity of instructions such as “Buy Now” and “Read it Here” will help users understand exactly what they should do next and reduces hesitation and confusion. For increasing conversion rates, its best to place CTAs in obvious areas of a webpage, such as above the fold.
- Create a personalized experience – Curate a user experience with relevant content that appeals to users. It’s no surprise that people want to spend more time on a website that is tailored to them. Greater personalization extends site visit time and builds trust so users will want to keep coming back to the website.
- Stay in the know – There are multiple conversion rate metrics you can use to measure your goals including Click-Through Rate (CTR), Cost Per Conversion (CPC), Average Time on Site, and Bounce Rate. It’s important to maintain necessary tracking to ensure your site is optimized and converting well. Some web analytics tracking resources include Google Analytics and Google Tag Manager. These tools make it easier to define and track key metrics such as conversion goals and KPIs (Key Performance Indicators).
As an established digital agency SilverTech is well prepared to help you reach your conversion goals. When it comes to website organization and navigation our team of strategists are experts. We get to know your brand and implement personalization to create a better user experience. By using web analytics and tracking, our strategists can help you drive results and stay on track.
