Visual Metrics
Reimagining NSW's largest unions digital member experience

Generating a high volume of sign-ups from a conversion optimised website

The Challenge

The Health Service Union wanted a world class online membership experience. They knew this would involve a shift in how the Union operated and were keen to deliver incrementally over time.

The list of improvements to make included a new website and online registration including an updated payment gateway, building out a member's portal and new digital support over time and finally using the CRM's database to best serve members going forward.

What VM did

Using conversion optimisation best practices, we went on to create a detailed sitemap and wireframe solution - we wanted an information architecture which both drove enrolment and showcased the HSU's good work.

We defined a digital design system aligned with the HSU's branding to create a recognisable and consistent tone of voice for the organisation.

A large part of this was to work with the HSU comms team to help plan and create content going forward.

What HSU achieved

The new HSU site has increased the substantially increased the number of unassisted digital enrolments. We have reduced manual work within the HSU by 2 FTEs. The new payment gateway has resulted in a significantly better member experience and a major cost saving to the organisation. Finally, the new members portal serves members individualised content and will continue to build out functionality based on member feedback going forwards.