If you’re going through cancer treatment, you know it leaves you feeling completely worn out. Cancer therapies can be extremely painful, but there may be a simple way to help. Evidence suggests the use of specific acupressure protocols reduces the pain of cancer and cancer therapies. 5 Point App, Inc. is developing its first mobile health software, EnergyPoints, to mainstream acupressure—a science-backed strategy to help cancer patients self-manage their symptoms. With the high costs of cancer treatment, EnergyPoints offers instant, affordable access to pain relief.
But before EnergyPoints could do that, they had a problem: no one knew who they were. So, 5 Point App hired e9digital to create a modern, UX-centered website that showcased the powerful app, boosting online marketing and patient recruitment efforts. While the company had grant money to cover the study and design, app development, and website creation, they needed to raise additional income through crowdfunding to pay for launch-related costs such as marketing and salaries. Ryan Smith, the CEO of 5 Point App, Inc., knows e9digital President Conrad Strabone–who has a passion for helping companies improve the lives of cancer patients–so Ryan trusted our team of designers and developers with this project.
The number of cancer patients who could benefit is astronomical: of the 1.7 million Americans diagnosed with cancer in 2020, 90% will experience treatment fatigue, 30% may experience long-lasting fatigue, and up to 75% will experience sleep disturbances. The app also benefits caregivers, who give up so much of themselves to help their loved ones in treatment. They often struggle with Compassion Fatigue, so the app allows them to track their sleep better and improve energy levels. Doctors need to know as much information as possible to provide the best solutions for their patients–with EnergyPoints, they can access comprehensive data about their patient’s symptoms to deliver the best complementary therapies.
Research first, design later
With such an important product, our website design team wanted to nail the concept. As soon as the patient landed on the page, they needed to understand how helpful EnergyPoints is. So, our designers completed comprehensive research to understand best practices within oncology to deliver a competitive product that showed cancer patients how the app alleviates their pain.
After looking into app websites, we knew we needed to include:
- Concise targeted content
- Reliable data
- Relevant visuals
- Clear calls-to-action
“The goal for every app website is conversion–you want them to use it. You’re teasing them with information on the site to incentivize the download.” - Jesse Cohen, Creative Director | e9digital
App website design: creating a teaser of what to expect
Our creative director filled the homepage with simple, informative information to provide facts to cancer patients and give them courage to try something new–this is the solution to treatment pain that they’ve been looking for.
When the user first lands on the page, the phrase “reclaim your energy” greets them with a bold font, backed by a video of people of all ages and backgrounds looking at their phones, trying acupressure, and smiling. This immediately entices people to check out the rest of the content–videos increase the time spent on the page by 88%. The immediate CTA outlines “How it Works,” with a pop-up video explaining the basics of acupressure.
“I really like this. The video is so professional and modern, rather than a two-dimensional screen. They say a picture is worth a thousand words, and I think video is great. I love this landing page.” - Ryan Smith, Founder and CEO | 5 Point App, Inc.
As the user continues their journey down the home page, our website designer ironed out four key issues cancer patients experience with their pain and how EnergyPoints solves them.
- The negative symptoms people experience when they have cancer and how acupressure relieves them.
- Older adults may be uncomfortable using an app, so our designers outlined how it is easy to learn and implement.
“I love how you broke up the white with this gray wall, which looks like felt. There’s something soft about it, which I love, and it goes great with the brand features.” - Ryan Smith, Founder and CEO | 5 Point App, Inc.
- 25.3 million Americans do not have health insurance. EnergyPoints is an affordable and accessible solution for all cancer patients.
- Cancer patients consider every part of their lifestyle for symptom management. EnergyPoints seamlessly integrates with the wearable tech they already know and love, like the Apple Watch and Fitbit, to maximize results.
Throughout the home page, we sprinkled in reviews for social proof. 49% of website visitors trust online reviews as much as personal recommendations. It’s a proof of service for patients on the fence who can relate to the reviewer’s experience.
App website design: creating a teaser of what to expect
However, the home page will not persuade every visitor. The average online shopper visits three to five pages on a website before deciding. Knowing this, we created interior pages that would walk cancer patients through any questions to give them peace of mind and follow through with conversion.
When designing a website, no matter the client, our team creates a comprehensive sitemap that covers:
- About: who the company is, their mission, and how they cater to their target audience. For Energy Points, we included bios about the company leaders and their scientific advisory board to give the app credibility.
- News and Resources: Highlights updates and offers articles to help visitors understand the benefits of what’s sold–in this case, acupressure is the focus.
- Contact: Potential users can message the company and ask questions.
- Service pages: These cover services the company provides or items sold. We created a page highlighting detailed info about the app for every segment of the target audience.
App website design: creating a teaser of what to expect
“I think that the website looks really, really great. So often, you look at it from our perspective. I’m so impressed to have a marketer come in and extract such good bits of information from the heavy content.” - Ryan Smith, Founder and CEO | 5 Point App, Inc.
The app has launched on the Apple and Google Play stores, and the website has played a role in their fundraising. With help from a link to the crowdfunding page, 5 Point App, Inc. raised an additional $15k to bridge the gap between landing their first and second grants. Way to go!
“This is a much-needed app and it makes it so easy to do these things at home rather than go to a specialist’s office.” - Apple Store reviewer for EnergyPoints
While the company hasn’t heard back about their second grant yet, they scored an impressive 23 on their Small Business Innovation Research (SBIR) Phase II Grant submission–it’s very likely their grant will be funded. We are excited to continue to partner with them in any way needed to ensure this app reaches cancer patients in need.
Our website designers at e9digital are passionate about creating websites for start-ups and tech companies that are improving the world through their apps. We would love to talk to you about how a robust website design strategy can improve marketing, increase downloads, and change lives–contact our team to learn how today.
