After doing a Google search for “retirement community in Florida”, On Top of the World Communities showed up in our results. We clicked on the link and we were taken to http://ontopoftheworldcommunities.com/on-top-of-the-world-at-a-glance/.
On Top of the World Communities is a family-owned company that runs a retirement community in Ocala, Florida. After spending some time on the page and site, we decided this would be another great opportunity to show you our Deconstruction process.
Watch our video below to see our process in action or continue below for a written version:
One of the first things we noticed about the On Top of the World Communities page is that it contained a lot of information for one person to consume at once. In other words, there was too much cognitive load. It seems as if this page is trying to appeal to every type of visitor at once. However, this puts the responsibility on the visitor to search through the page to find the content that matters to them. If they’re not a golfer but love being active, they’ll have to scroll through all the golf information before seeing the fitness information. Why are we forcing shoppers to do this?
On the other hand, one of the things we love about this page is that they offer a 3 day/2 night stay for $99. This means shoppers can essentially try out the retirement community before committing to it. This is a great way to convert those on-the-fence shoppers who aren’t fully sold yet. The problem, however, is that the call to action for this “trial” is at the bottom of the page, meaning not many shoppers will see it:
Notice in the screenshot above that there is a red arrow pointing to the vertical scroll bar. We’re almost at the bottom of the page.
Elsewhere on the site, we discovered what we call a “hidden asset”, which is essentially something on a site that we believe can have an impact on conversions but isn’t being used to its full potential. What we found was a form that allows shoppers to ask actual residents questions. What a great way to build credibility!
Lastly, we believe there is an opportunity to personalize this page more. Think about the types of shoppers that may come to this page. Some of them are looking for retirement communities for themselves. Some of them are looking for retirement communities for their loved ones. Should we treat them the same even though they’re different types of people?
With all that being said, we’ll show you our concept.
The first thing you’ll notice in our concept is that we’ve added an intermediate page:
We are asking shoppers if they are here for themselves or here for a loved one. If they are here for themselves, the next page will look like this:
If they are here for a loved one, the next page will instead look like this:
For shoppers who are here for themselves, the page heading will use geotargeting to determine which state they are from. This creates a more personal connection between the shopper and the site, and over the past 9 years our tests have shown that this sort of messaging (when done subtly) contributes to higher conversion rates.
The next change you’ll notice in the two above screenshots is that we’ve added the 3 day/2 night “trial” to the top of the page. We did this to increase its visibility and ensure that most shoppers are seeing this great deal and point of assurance.
Lower on the page, we’ve hidden all the content behind collapsible dropdowns. This compresses the page, allowing the shopper to see all the section headings at once. They can then choose to learn more about the benefits and activities they actually care about:
Here’s an example of an open dropdown:
The last change we’ve made is adding the “ask a resident” form we mentioned earlier. We’ve added this below the collapsible dropdowns as another point of assurance:
For shoppers who need a bit more of a push, this “ask a resident” form can help address any additional questions or concerns they may have.
We hope you enjoyed seeing our Deconstruction process at work for On Top of the World Communities. We look forward to having you back for our other Deconstruction examples.