The first benefit is the flexibility to market the site. As described above, having a unique product site, makes it easy to track all visitors, conversions, and marketing expenses directly to the efforts for that product. From a website perspective, 1/2 of the audience the client is trying to market to with the site is different than their visitors to their corporate site. So Clarity built a completely different UX designed just for this new group. Graphics, videos, wizards, forms and everything was completely tailored to this new potential consumer of their product. Another secondary UX was designed for the surgeons that would use this device for their patients. So their's a login, with additional access to unique information for this group. Finally, since more than 1/2 of their audience visits the site from a mobile device, instead of just making the site responsive, which Clarity did, for the mobile phones that can't gain the full wizard experience designed on the site, we created a mobile site just for them.