Case Study: Cigna achieves 132% organic traffic growth with Mad*Pow

Cigna boosts organic site traffic 132% with Mad*Pow

Cigna needed to overhaul its website, which suffered from a disjointed design due to decentralized processes and multiple style guides. Its information architecture was also based on an internal organizational perspective rather than a consumer-centric one. To solve this, Cigna partnered with experience design firm Mad*Pow.

Mad*Pow developed a single set of UX design standards focused on accessibility and health literacy, then completely rebuilt Cigna's website. The solution included a new consumer-centric information architecture, redesigned page templates, optimized content for organic traffic, and a responsive mobile design. The results for Cigna were dramatic, including a 132% year-over-year increase in organic site traffic, an 81% total growth in traffic, a 64% increase in mobile traffic, and massive rises in both branded and non-branded keyword searches.

Cigna