This document summarizes the results of an iterative process to improve the online user experience for DoMyCare case studies. Key results include reducing the exit rate from the information pages from 77% to 21% and increasing online contracts from 53 to 162 after the first revision. A second revision led to an even lower exit rate of 14%, and more contracts at 659. The analysis found that behavior reviews were successful at engaging users more by improving page structure and content.

1. DO MY CARE CASE STUDY
1

2. SITUATION
Electrabel Version Agency Version
Version 1 Version 2
22/09/2003-22/10/2003 22/10/2003-18/02/2004
Campaign
Visit on homepage Campaign
DMC only
Exit section: 77% Exit section: 21%
Exit website: 22% Exit website: 76%
This
is
Visit on information
pages DMC why
we
31% 14% contacted
53 online contracts 162 online contracts Netway
+247 offline contracts +106 offline contracts
300 contracts 268 contracts
2

3. NETWAY TOOK US THROUGH AN
ITERATIVE PROCESS
Understanding
What’s
the
user
Behavioural
Who
is
target
audience Flow
analysis
user
behaviour mo6va6on recommenda6ons
3

4. KEY RESULTS
Electrabel Version Agency Version
Version 1 Version 2 Version 3
22/09/2003-22/10/2003 22/10/2003-18/02/2004 18/02/2004 
Campaign
BEHAVIOR REVIEW
Visit on homepage Campaign Campaign
DMC only
Exit section: 77% Exit section: 21% Exit section: 14%
Exit website: 22% Exit website: 76% Exit website: 50%
Visit on information
pages DMC
31% 14% 145%
53 online contracts 162 online contracts 232 online contracts
+247 offline contracts +106 offline contracts + 427 offline contracts
300 contracts 268 contracts 659 contracts 4

5. ANALYSIS
• Ergonomic changes on the structure and the
content with less attractive design
 In average users are 10 times more
interested in the information presented (from
2,5% to 25%)
 Impact: 37% users visit the subscribe page
compared to 3%
5

6. ANALYSIS
• Analysis:
 Behavior review was a success, as the
number of sub pages visited increased
tenfold.
 The DoMyCare pages need cross linking
during campaigns to avoid drop off.
 The interest in the contracts remains low
(price setting problem?)
• Recommendations:
 Foresee cross linking on the DoMyCare pages.
6

8. ®
Do you want the same results ?
Contact us
Marc Van Rymenant Alain Dewispelaere
CEO & Founder Sales Director
+352 621 31 22 07 +352 621 31 22 04
marc@netway.eu alain@netway.eu
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10. Having the right elements is
not enough …
®
Simplifying interfaces. TM
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