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  • Harley Medical Group case study

Harley Medical Group - Conversion Rate Optimisation Case Study

Client: Harley Medial Group
Brand: Harley Medial Group

Challenge

  • The Harley Medical Group asked us to undertake a project to improve the customer journey on the website in order to increase the number of enquiries made on the website

Core Audience

  • Women aged 18-34

Approach

  • We conducted a variety of qualitative and quantitative research studies to gain a thorough understanding of user behaviour on the website. These included web analytics reviews; visual analytics – heat, click & scroll maps, form analytics and usability labs

  • Our User Experience team also performed a cognitive walkthrough of the website in order to identify usability and psychological barriers, and make recommendations for our A/B testing activity

Results

Ran a successful A/B and Multivariate testing exercise throughout the conversion funnel, delivering a number of strong results

These included:

  • Using persuasive messaging alongside the key calls to action (CTAs), leading to a substantial increase in the number of users visiting the enquiry form (+14%)

  • Redesigning and simplifying the enquiry form resulting in fewer opportunities to be distracted away from enquiring, therefore ultimately delivering more enquiries (+7%)

  • The implementation of a pop-up box to prompt users to make an enquiry after they have displayed intent to read on-site content (+20%)

  • A number of usability improvements on the mobile site, including improved signposting and CTA labelling

 

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