The ABCs of Post-click Optimization

Objective

HydroWorx designs, manufactures and markets water therapy and conditioning equipment for sports, healthcare, eldercare and fitness markets. The company sells pools and products across the United States and throughout nine countries. Their website, www.hydroworx.com, contains a wealth of information and images regarding the products, healthcare benefits, special conditions, client testimonials, design ideas and much more.

Due to the extensive information provided, the website had an almost labyrinthine nature—product pages connected to benefits pages, connected to special conditions pages, connected to testimonials and back again—and the majority of photographs and images were static or led to unrelated pages.

HydroWorx’s ultimate objective was to increase quality visitors—lengthen time spent on the site by users and decrease exit rate. Increasing usability would subsequently increase conversion rates.