Improving Website Engagement and Usability
How Orases helped PTCB put customers first with a new website and a better user experienceThe Pharmacy Technician Certification Board (PTCB) serves a diverse community of pharmacy technicians, employers, educators, and state organizations committed to providing safe and quality patient care. It has over 280,000 active Certified Pharmacy Technicians and stakeholders who rely on PTCB to provide certifications and efficient avenues to obtain pharmacy technician credentials.
The Challenge
A complete website infrastructure overhaul.Last updated in 2012, PTCB’s website was outdated, confusing, and unresponsive. It was past time for a complete overhaul of the website’s infrastructure and content in order to support the organization’s mission and growing portfolio of credentials. PTCB’s website needed to feel both approachable and also official to the audience they serve, who play important roles on the healthcare team. Paramount to what PTCB does is their ability to fulfill their mission to credential technicians to advance patient safety and their website plays an important role in supporting that mission.
Solution
A more responsive, flexible, and user-friendly website design.To solve the website challenges PTCB was facing, there were four main points that needed to be fulfilled:
- A better user experience was paramount to PTCB’s success. This led to the creation of two pathways on the website: the first presents all the credentials in one space, while the second identifies specific credentials based on whether they are an organization or technician and sets a defined pathway for that user.
- A responsive design was necessary to give pharmacy techs the ability to access their information on the PTCB website from their mobile devices.
- Knowing that PTCB would be growing their credential offerings in the future, a flexible infrastructure was needed to allow the organization to grow and provide more certifications to its technicians.
- Removing the previous PDF style Candidate Guidebook into an interactive guidebook that is flexible for future updates and easier to navigate was crucial to improve the official policy document of the organization and customer experience.
Results
A better website produces more credential applications and user traffic.Through a total overhaul of the infrastructure, graphic design, and content of PTCB’s website, they were able to see a major upwards shift in site traffic and incoming applications. From Oct-Dec 2018, there were just over 10,000 applications. After the new website launch, the same time period for 2019 produced over 16,000 applications - over a 30% increase. All credential programs are currently exceeding initial target goals.
Increased sessions, page views, and mobile users, also indicate the new website is functioning better and providing a more user-friendly experience to customers of PTCB. The website’s new CMS has also allowed PTCB to streamline updates and reduce the time involved, which were previously cumbersome to implement.
30%
28%
125%
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