Healthcare Vertical Landing Page

Digital Analytics

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June 28, 2024 - last 60 days

Summary of findings

1. Messaging does impact digital engagement and conversion!
2. Reducing user effort (clicks needed) to consume content improves engagement on landing page
3. We saw no changes in SEO performance (we did not hit goals here)
4. Removed low performing sections (feature list, pain points) and replaced with outcomes messaging (features mentioned inside outcome statement blocks) - improved engagement by 10% ✅
5. Integrations block gets good conversion, even though it’s way down on the page. Consider an integrations block on every landing page for impact? (customized to persona)
6. FAQ section a huge hit, high conversion rate (12%) for bottom of landing page and people spending a lot of time reading who reach it.
7. In March 2024 - 60% of traffic came from USA Post Update Statistics: 40% USA, 13% UK, 7.5% India, 3.8% AUS

Key Statistics:

• 10-20% improvement in scrolling / engagement of landing page
• 1-5% improvement in conversion clicks on various sections

2

Details

Scroll heatmap - removing dead space, optimizing messaging

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85%

63%

March 2024

June 2024

80%

DEAD SPACE

Scroll heatmap - people are scrolling further down!

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March 2024

June 2024

55%

43%

75%

64%

Scroll heatmap - reducing user effort = more engagement

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March 2024

June 2024

55%

43%

58%

54%

Scroll heatmap - engagement on page has improved

March 2024

June 2024

33%

26%

47%

45%

Clicks on healthcare hero - about the same?

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March 2024

June 2024

Clicks on healthcare first section - hugely improved!

March 2024

June 2024

Reducing user effort (ie. needing to click) = more engagement

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March 2024

June 2024

Reducing user effort (ie. needing to click) = more engagement

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March 2024

June 2024

Integrations block getting good conversion

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March 2024

June 2024

FAQ section (net new) a huge hit, highly engaging!

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Improved relevance of last 3 assets (not targeted before)

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March 2024

June 2024

March 2024 Page UI

Current Page: March 2024

Current Page: March 2024

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