All popular content from Bupa www
Including thousands of health factsheets
Convertible through click-to-call and request callback
Responsive design adapts to all mobile device form factors

The Brief

Bupa approached Steely Eye in late 2011 having observed, like many major brands, a sharp increase in traffic from mobile devices. Their existing mobile solution, a standalone site managed separately just for mobile, suffered from an out of date look and feel, and failed to convert into customer leads. So much so, that Bupa was no longer referring traffic to that site, preferring to serve the desktop experience to smartphone visitors despite its limitations.

The biggest draw of Bupa’s site is the comprehensive health factsheet database, pulling in search engine traffic from visitors already giving thought to their long term health. On mobile, the proportion of traffic for these pages was even higher than the rest of the site, especially for medical conditions one may want to keep private, or for childhood illnesses, where one imagines a parent with only one hand free needing to use their mobile to find advice.

Steely Eye was brought in to build an all new mobile user experience, but one that would be driven from the existing content and, without maintenance, feature all of the thousands of health topics and automatically stay up to date.

Delivering within a tight deadline of only 6 weeks to ensure the site was up and running in time for New Year’s Resolutions, the site now offers click to call and request callback features.