Challenge - Vitalchek, a Choicepoint Company, is the leading provider of vital records in the US. With an outdated website, the online conversion rate of purchases was underperforming significantly.
Strategy - In analyzing the competition, we found that VitalChek was the only solution for most consumers. The previous site was extremely difficult to complete an online order. The strategy was to redesign the flow and business processes on the site to increase conversion.
Action - Through usability studies, we found that interested people first wanted to search by record, not geographic area. We began by redesigning the flow, then the website and purchase funnel, allowing for a seamless, simple online purchase process.
Result - The new site was implemented and online conversion increased significantly. VitalChek remains one of Choicepoint's most profitable subsidiaries.
