The Challenge

Metlifecare is one of New Zealand’s leading retirement village providers, delivering exceptional living experiences and care to nearly 7,000 residents. With over 80% of their high-quality sales leads generated via their website, the digital experience plays a critical role in supporting the organisation’s ongoing growth.

Following the launch of a new website in 2022, Metlifecare began the search for a digital services partner who could help them unlock even greater value from their digital ecosystem. Satellite was engaged to lead a robust conversion rate optimisation (CRO) strategy, focused on improving lead generation through design, content, accessibility, and user experience enhancements.

The Solution

Satellite and Metlifecare collaborated closely to build a customer-first digital optimisation strategy grounded in behavioural insights and a clear understanding of visitor needs.

Defining Customer Needs

We applied the Jobs-to-be-Done framework to understand what site visitors were trying to accomplish, ensuring every optimisation aligned with real user intent.

Data-Led Usability Insights

We conducted a detailed review of analytics, examining bounce rates, page engagement, conversion paths, and user drop-offs to pinpoint friction points in the journey.

Landing Page and CTA Optimisation

Landing pages were refined to ensure relevance, clarity, and focused calls to action that effectively guided users through the decision making journey, without overwhelming or distracting them.

Accessibility and Content Quality

We reviewed and refined content to ensure it was trustworthy, accessible, and genuinely helpful, speaking to users at all stages of their retirement living research.

Mobile-First Design and Performance

All improvements were approached with a mobile-first lens, and performance enhancements were implemented to optimise page load speeds and overall responsiveness.

Iterative, Data-Driven CRO

The strategy has been designed to be continuously evolving. Ongoing analysis and iteration became part of a weekly optimisation rhythm with Metlifecare’s digital team, enabling agile improvements based on real-world usage.

The Results

Early in the engagement, Satellite identified opportunities to streamline Metlifecare’s Sanity Studio solution architecture. One of the most impactful early wins was developing live content previews within each environment, giving CMS users real-time visibility into updates, improving publishing confidence and reducing bottlenecks.

We also improved the security and management of test environments, making them more robust and less exposed. These foundational improvements enhanced internal workflows while supporting a more responsive and flexible development cycle.

The partnership between Satellite and Metlifecare’s digital marketing team has been instrumental to the project’s success. With regular collaboration, we’ve built a CRO strategy that is not only improving the end-user experience, but also supporting the digital marketing team’s ability to drive ongoing performance. The website is now a continuously optimised platform that balances marketing effectiveness with user needs, delivering better outcomes for both Metlifecare and its prospective residents.