Established in 2010 to cater to the overwhelming need for egg donors in the UK, Altrui is a fertility clinic that prides itself on upholding its core values: Integrity, Honesty, Determination and Kindness.
Altrui believes that couples who are searching for egg donors deserve the best service and more practical help at an emotional time in their life. For egg donors, they are entitled to the best care, kept well informed through the process and are fully appreciated for the gift they are giving.
Partnering with sister company Apricity in 2019, Altrui was able to extend its offering to donors and recipients. Apricity brings in extra support with a 7 day fertility advisor and a personalised app for both donors and recipients. Looking after clients throughout their entire experience and offering a dedicated level of support streamlines the egg donation process for all stakeholders. The partnership aims to maximise the chance of a successful outcome.
Altrui wanted a website that would enable them to provide detailed information for both egg donors and recipients. Having two very distinct target audiences with niche needs, the website needed to convey a lot of information in an easily digestible way to help with lead generation. Raising awareness of Altrui’s differentiated offering was also a key interest of the brand and how to pull this through in the marketing mix.
Starting out with a user journey workshop, we considered both customer profiles and any touch points they have with the brand. Wanting to optimise the digital journey, we immersed ourselves in the audience’s worlds and considered their pain points. We were then able to design a comprehensive user experience that would capture audience attention and address their needs no matter what stage they are at in their journey.
Altrui’s new WordPress website is content driven and easy for them to update, ultimately becoming a platform that all online marketing is directed to and designed to generate conversions. To capture relevant searches, Altrui wanted support with ongoing Google Ad campaigns. To build brand awareness further, we launched a Facebook ad campaign directed at key demographics, fitting the user profiles we created. To maximise conversion rates, we did A/B testing on a range of landing pages, knowledge gathered then informed the choice of page.