Adobe Experience Manager and Adobe CQ at HealthNow New York
For HealthNow New York, its website is the primary communication channel between the company and the people it serves. But an inflexible legacy system made it difficult for the health benefits company to accomplish its goal of improving community health and well-being.
One of the biggest challenges was the time and resources required to update site content. Simply uploading a PDF file, for example, could take nearly 18 minutes, resulting in delays to push out large volumes of new content and high costs to maintain the site. The legacy system’s proprietary coding libraries also made it difficult to customize user experiences.
Allessandro Renzi, director of digital experience at HealthNow New York, says, “In the past, bounce rates on our homepage could be as high as 75% because site visitors couldn’t easily find the information they wanted.”
The company wanted a centralized Web content management and digital asset management solution that enabled modular, rapid development. That’s why it chose Adobe Experience Manager, part of the Adobe Marketing Cloud, and its key components, Adobe CQ Web content management and Adobe CQ Digital Asset Management. In less than 12 weeks, HealthNow New York updated more than 2,000 web pages.
The revamped site easily guides users to the information they need. The Adobe technology helped integrate front- and back-end processes, meaning both health plan enrollees and employers get custom information immediately when they log in. Homepage bounce rates dropped to 35% and the site’s overall exit rate dropped to 33%.
To learn more, read HealthNow New York’s full story here.