Redesign and Conversion Rate Optimization

The Goal

About QI Spine

QI Spine is India's first spine care clinic dedicated to back & neck pain treatment without spine surgery. Their advanced treatment methods with the use of technology has helped many patients successfully avoid surgery.

Goal

  • Increase uniques to leads conversion ratio
  • Increase average time spent per page

Discovery

The Process

Where were they going wrong?

A detailed heatmap analysis of the site before redesign gave us an in depth insight of all the issues that was leading to lack of conversion:

  1. Lack of a recognisable CTA on the first fold
  2. Placement of the form below the first fold
  3. Information tucked away leading to lack of engagement
  4. Weak affordance of links on the first fold

What we found out

Users Perspective
People looking to avoid surgery through unconventional treatment methods have a single question: will it work?

From a set qualitative interviews, we understood that most users have tried other methods of treatment and are desperate for a credible second opinion. We did this by focusing on the following:

1. Defining the problem statement
2. Focus on surgery avoiders
3. Obvious over aesthetic
4. Clinics near me

Business Perspective
QI Spine is multi specialist team whose expertise is treating spinal damages without surgery. They have multiple outlets for easy accessibility, treating wide range of conditions.

Key Takeaways

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Design Principle

01
Personalise content based on intent
02
Create transparency to build trust
03
Educate and provide answers at the right moment
04
Create action through various means of engagement
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01
Personalise content based on intent
02
Create transparency to build trust
03
Educate and provide answers at the right moment
04
Create action through various means of engagement

Answering that first question

Will it work? To answer this question, we featured a quote from a real QI Spine patient, who has successfully avoided surgery, as the banner image along with a CTA upfront to request an appointment for immediate conversion.

Easy access

Knowing proximity to the nearest clinic had direct implications on the decision making process. We displayed the locations higher up on the homepage, curated based location detection and a click away from booking an appointment.

Always available

We introduced a Q&A with the doctors from the clinic, which provides another layer of reassurance and demonstrates support. It also encourages user engagement.

Knowing all about it

QI Spine’s unique approach towards treatment is what makes them different from other forms of physiotherapy. By including their four step process in the landing page narrative, users immediately get an insightful overview.

For conditions, we classified the content into three categories, allowing for reading based on need and intent.

Interventions

Answering that first question

Will it work? To answer this question, we featured a quote from a real QI Spine patient, who has successfully avoided surgery, as the banner image along with a CTA upfront to request an appointment for immediate conversion.

Easy access

Knowing proximity to the nearest clinic had direct implications on the decision making process. We displayed the locations higher up on the homepage, curated based location detection and a click away from booking an appointment.

Always available

We introduced a Q&A with the doctors from the clinic, which provides another layer of reassurance and demonstrates support. It also encourages user engagement.

Knowing all about it

QI Spine’s unique approach towards treatment is what makes them different from other forms of physiotherapy. By including their four step process in the landing page narrative, users immediately get an insightful overview.

For conditions, we classified the content into three categories, allowing for reading based on need and intent.

Interventions

Answering that first question

Will it work? To answer this question, we featured a quote from a real QI Spine patient, who has successfully avoided surgery, as the banner image along with a CTA upfront to request an appointment for immediate conversion.

Always available

We introduced a Q&A with the doctors from the clinic, which provides another layer of reassurance and demonstrates support. It also encourages user engagement.

Knowing all about it

QI Spine’s unique approach towards treatment is what makes them different from other forms of physiotherapy. By including their four step process in the landing page narrative, users immediately get an insightful overview.

For conditions, we classified the content into three categories, allowing for reading based on need and intent.

Visual Design

Impact

The Goal
Discovery
Design Principle
Interventions
Visual Design
Impact