Lene Hansson knows her audience well. She has reached a position as one of Denmark’s most renowned health experts with various TV appearances, lectures and books

With a growing assortment of products ranging from recipes and lectures on weight-loss to diet products and wellness, the company Lene Hansson Wellness Center faced an important challenge.

The company’s website and online shop were both doing well with a growing product catalogue and increasing sales, but had at the same time turned into a complex and un-flexible platform. The website had a lot of pages, an increasing number of visitors and a lot of motivated clients. Despite of a high level of activity in the webshop, very few clients completed the order process.

A restructuring and a complete redesign of the web shop would help convert the motivated visitors into paying customers.
 

Fewer pages and a multi-dimensional design resulted in a massive increase in sales

The first step was to integrate the website and online shop in one common design instead of having two separate systems as before. As a central part of this process, they restructured the many different products, news items and health advice and hereby managed to reduce the number of pages from the previous 200 to less than 50.

The new design of the webshop offers a better overview of the different products and allows the customers to search the product catalogue and place their order a lot faster than before.

 

The effect is hard to overlook. Where only 4 out of 10 orders were completed in the previous shop, the new design and sales oriented product presentation now help to complete an impressive 8 out of 10 orders. This shows on the bottom line. Lene Hanssons sales on the website have doubled.

Another positive effect can be meassured from the many visitors, who now return to the website. While only 10% of the visitors retured to www.lenehansson.dk before, this number has now increased to 30%. 
 

An optimized and easy-to-use solution

For the webmasters at Lene Hansson Wellness Center, the increased integration and fewer pages have eased the daily administration and maintenence of the web solution. Since both the website and the webshop are handled in the same system, it is now possible to create new products, news items and send out newsletters all with the same  login.

Kristine Henriksen, Marketing Manager at Lene Hansson Wellness Center has a very clear opinion of the entire process:

The result is a nice graphical design and a high level of usabilty in comparison to our former website. Also, the number of completed orders has increased from 40% to 80% and we have only received a positive feedback from our customers. So we are very satisfied. Our certified Dynamicweb partner, Condurra, has been very professional during the entire process and given good advice and a high level of service

About Lene Hansson and her Wellness Center

Lene Hansson was originally trained as a fitness and aerobics instructor. She later qualified as a dietician. For 20 years now, she has been working as a dietician and today she is also behind the Lene Hanssons Wellness Center in Copenhagen. The wellness Center offers diet councelling, slimming courses, body treatments, VEGA health control and a gym.