Great Lakes Bay Health Center makes up the second largest of the 42 Michigan Health Center organizations.

These Michigan Health Centers operate over 250 sites across the state and help more than 615,000 patients each year access quality, comprehensive, affordable health care, regardless of insurance status or income level.

GLBHC’s website had evolved over the years and consequently the information architecture of the site had not been properly maintained which meant the visitors to their site couldn’t accomplish what they came to the site to do.

When we began our engagement with GLBHC they were facing a couple of hurdles. Their website’s navigation had grown so unwieldy that in some instances the navigation menu was actually cut-off by a user’s screen.

The second challenge that GLBHC faced was helping their patients find all of their locations. Because the majority of their patients are walk-in’s their ability to find a location close to them was critically important.

Finally, GLBHC wanted to be able to track the number of phone calls that they received that originated from their website.

Results

The results from our restructuring the website’s information architecture and developing a new mega-menu design was a 10.1% decrease in bounce rates. This showed that improving the usability of the navigation decreased the number of people that just left the site because they couldn’t find what they were looking for.

As for improving people’s ability to find GLBHC locations, in 6 months we have seen a 20% increase in people visiting the location finder page and decreased the exit rate on that page by 25%. Additionally, most of their location detail pages have seen an increase in traffic to them with the largest facility seeing an 18% increase in traffic.

Finally, by tracking click-to-call phone calls coming into their locations and know that they are now receiving over 1,000 calls per month and we are able to track which numbers are receiving calls so they can start to monitor performance based on location, source of website traffic, and more.