WorkSafe’s WorkWell Toolkit

CHALLENGE

Worksafe had an impressive WorkWell Toolkit with over 5,000 users. But they were struggling to keep people engaged.

INSIGHT

WorkSafe was promoting a proactive, long-term approach to mental health. Which is great, but we found most users were responding reactively to issues that arose or seeking information on specific topics.

SOLUTION

We developed user-focused recommendations that changed the way WorkSafe promoted the tool and optimised the end-to-end user-experience to ensure value was provided at every step.

Making sure WorkWell worked well.

The WorkWell Toolkit is WorkSafe’s online resource hub to guide employers through the process of building a mentally healthy workplace. It had 5000 users, but engagement was falling.

Our analysis showed that employers were only responding reactively to issues, and the online toolkit had practical usability and UX issues that were making the site harder to use.

We worked with WorkSafe to map the user journeys and identify gaps in the current user experience. We then modelled which tactics would have the greatest impact on user retention and identified the different user personas of those actually engaging with the tool.

Armed with this knowledge we developed a strategy that was focused on moving more people through the sign-up process, and increasing the number of active users on the platform through effective onboarding and retention. We took an audience-first approach to ensure the strategy would be grounded in the real world issues of managers and employers.

Services used:

  • Digital strategy
  • Growth strategy
  • Marketing technology strategy
  • Customer journey mapping
  • Digital performance audit
  • Creative, design & video
  • Email marketing & automation

Results

40%
increase in conversion rate of new users
43%
average monthly growth on “actions” taken on the WorkWell toolkit
34%
average monthly growth rate on retention rate with users
40%
increase in conversion rate of new users
43%
average monthly growth on “actions” taken on the WorkWell toolkit
34%
average monthly growth rate on retention rate with users
ntegrity’s digital retention strategy has transformed the way we work. They worked with us to identify and offer a unique insight into our customer’s journeys and needs, and then crafted a customer-centric solution that was uniquely tailored to the limitations and opportunities of our website infrastructure.
Darcy Cooper
Senior Marketing and Communications Advisor, WorkSafe

Contacts

2/482 Bourke Street Melbourne, VIC 3000 Australia

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