International Surrogacy Center /

IA/UXD, Web

International Surrogacy Center

 

Challenge

Identify and acquire highly qualified leads as ISC was receiving approximately one unqualified lead per week. Website content was not being tailored to specific user types that would be interested in surrogacy or egg donation and researching on the web.


Approach

First, we identified 3 user types/mindsets to target and develop content for surrogates, egg donors, and intended parents.

Prove then developed IA designed to funnel visitors through new targeted content areas of the site, increasing the likelihood of a user self-selecting the correct user journey and submitting their information.  


Results

Changed acquiring nonqualified leads to identified and acquiring new qualified leads

  • Surrogate Leads:

    • 100s of HIGHLY qualified leads generated per month

    • Visit to Conversion Rate: 20%

    • Average CPL Below Industry Averages

  • Egg Donor Leads:

    • Multiple HIGHLY qualified leads generated per week

    • Conversion Rate: 8%

    • Average CPL Much Lower Than Industry Averages

 


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