Caring for Carers SA
The Challenge
Carers SA provides support to unpaid family carers across South Australia and with a recent change in the Government’s new carer support model, Carers SA will be the main provider of services for South Australia’s 250,000 unpaid carers.With this change in the support model came a shift in the overall business goals. Their website needed to be updated.
We facilitated a workshop with Carers SA, breaking down the current user flows and data of the current website and where we needed to be in order to meet the goals of this shift. After the session we concluded, our end goal was now to drive more engagement from users to online enquiries. We also want to lower bounce rates overall, a bounce occurs when someone visits your website and leaves without interacting further with your site.
The Solution
Our first order was to simplify. The reason that clean and simple websites are considered more appealing is because they don’t require the eyes and brain to physically work as hard to decode, store and process the information. Today, people don’t read, they skim! We audited the site and asked, could two long paragraphs become dot points? Could some text even become an image?
Our second order was to create more hierarchy in design. Users should be guided to where you want them to go, and we can do this by using colour, layout and text sizing. Again, we simplified the design language of the website so it’s super clear, here’s where a user should go, here’s what they should click, and here’s a nugget of useful information.
The Result
In 2022 Carers SA reengaged us to do the third reiteration of their website. We took the same strategy, and by trimming the fat and making major call-to-actions really pop, the site navigation cleaner and less cluttered, and content as concise as possible, we’re setting ourselves up for success to meet our goals. We implemented monthly analytics dashboards to track website performance, enabling real-time insights into user behaviour and trends. We conduct quarterly strategic reviews, providing a platform to analyse insights and formulate data-driven strategies to optimise user experience and overall website performance. Carers SA witnessed a remarkable surge in their online presence, marking a pivotal turning point in their digital journey. The implemented strategies amplified their website’s visibility and significantly enhanced user engagement.
