Kusadama Enterprises was tasked with helping Tonix Pharmaceuticals improve their website usability, as well as create a social media plan.
We started by performing a review of the website analytics, and having informational Q&A sessions with the current design team. We then reviewed the wireframes and made detailed recommendations on the features, functionality, layout, and engagement programs for each piece of content. Our work involved creating a detailed content matrix, and working with the internal teams at Tonix to map out all the new content for a redesigned site. Read the blog about our work here.
Usability & Information Architecture
Social Media Guidelines
Our recommendations helped streamline the top navigation (fewer items to click–so less paradox of choice), as well as implement a strong “hero”–the main area on the homepage. We helped reduce the overall places to click, reducing confusion, and we helped prioritize the most important content and calls to action.
The before homepage didn’t have a clear call to action, and neither the content or images were compelling. The analytics review mirrored what our team could have predicted from just looking at the site–high bounce rate (the amount of people who immediately leave from the page), combined with high length of time on site. Many people assume that when visitors spend a long time on a page, it’s always a positive thing. Not so when combined with a high bounce rate. That typically means 1) the people who leave didn’t like what they saw 2) the people who stayed couldn’t find what they were looking for. Neither of those is a good thing, when companies spend so much time and money driving traffic to a website. Our work was designed to help lower the bounce rate, and improve the click through rate.
The good stuff
Julie has a background in health, wellness, and pharmaceutical marketing, so she was able to dive into detailed content recommendations for the therapeutic and research areas on the website. Her recommendations included visually depicting the pipeline as well as breaking various content about the benefits, audience, and drug compilation into sections.