Redesign and Conversion Rate Optimization

Lead Generation Website • Medical Care • Conversion • CRO

The Goal

Background

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

Discovery

What we discovered

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

  • Lack of a recognisable CTA on the first fold of the platform
  • Placement of the lead form below the first fold was a blocker to discovery
  • Treatment information was tucked away leading to lack of engagement
  • Weak affordance of links on the first fold
  • Most people are looking to avoid surgery if they can
  • It was important for the clinic to be accessible

Key Takeaways

01
02
03
04
05

Design Principles

The building blocks

Keeping in mind that our target user group was looking for critical and urgent solutions for their problems, it was important to design a process that helped them move forward with ease.

01
Personalisation of the experience to accommodate a user’s intent.
02
Provide full transparency to build trust
03
Educate and provide answers at the right moment
04
Engage with users to help them along with the conversion process.
05
06
01
Personalisation of the experience to accommodate a user’s intent.
02
Provide full transparency to build trust
03
Educate and provide answers at the right moment
04
Engage with users to help them along with the conversion process.

Intervention

Answering that first question

Will it work? To add credibility to this answer, we featured a quote from a real QI Spine patient, who had successfully avoided surgery, as the banner image. It was supported with a CTA to request an appointment for immediate conversion.

Easy Access

Knowing the proximity to the nearest clinic had direct implications on the decision making process. We displayed the addresses higher up on the homepage, curated based on the user’s location, just 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.

Active medical resources

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.

Arrow Left Slider
Arrow Right

Interventions

Answering that first question

Will it work? To add credibility to this answer, we featured a quote from a real QI Spine patient, who had successfully avoided surgery, as the banner image. It was supported with a CTA to request an appointment for immediate conversion.

Easy Access

Knowing the proximity to the nearest clinic had direct implications on the decision making process. We displayed the addresses higher up on the homepage, curated based on the user’s location, just 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.

Active medical resources

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.

Interventions

Answering that first question

Will it work? To add credibility to this answer, we featured a quote from a real QI Spine patient, who had successfully avoided surgery, as the banner image. It was supported with a CTA to request an appointment for immediate conversion.

Easy Access

Knowing the proximity to the nearest clinic had direct implications on the decision making process. We displayed the addresses higher up on the homepage, curated based on the user’s location, just 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.

Active medical resources

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.

Visual Design

Impact

Here’s the impact our
 design provided

Not only did we increase conversion, we also got users to spend more time on the website

Conversion

+ 88%

Time Spent

+ 50%