Through comprehensive form optimization focused on trust signals, user experience, and mobile responsiveness, we conducted strategic A/B testing over 45 days to transform their digital patient acquisition process.
Key achievements:
When we analyzed their conversion funnel, we discovered a critical bottleneck. Despite having quality traffic and excellent services, their contact form was creating friction in the patient acquisition process. The clinical design and poor user experience were preventing potential patients from taking the first step.
Their contact form was the primary channel for new patient acquisition, but it wasn't performing:
After diving deep into user behavior data and healthcare conversion principles, we developed a hypothesis: creating a more welcoming, trust-focused experience would significantly impact form completions. Here's exactly what we implemented:
Our approach centered on reducing patient anxiety during the initial contact process. Women's healthcare involves deeply personal concerns, and our research showed that creating psychological safety through design was critical. By transforming the clinical feel into a more empathetic experience, we aimed to mirror the actual care patients would receive at the center – professional yet compassionate.
To ensure accurate results and maximum impact, we set up a thorough A/B testing environment with specific parameters to measure our optimization efforts:
The implementation followed statistical best practices for healthcare marketing, incorporating the higher conversion threshold standards required in medical contexts. Rather than using rapid testing with minimal sample sizes, we prioritized longer-term analysis to account for weekly fluctuations in healthcare inquiry patterns. This approach ensured our results were not just statistically valid but also reflected the complex decision-making journey prospective patients undergo when seeking specialized care.
Results Table:
| Metric | Control | Variation | Lift |
| Users | 2,583 | 2,490 | - |
| Conversions | 56 | 70 | 29.7% |
| Conversion Rate | 2.17% | 2.81% | 29.7% |
| Revenue Lift | - | - | 25.% |
Our data showed three key success factors:
Running a healthcare practice? We'd love to show you how we can optimize your patient acquisition funnel. Book a call to discuss your conversion goals.
Appendix: Detailed test parameters and statistical analysis
Test Parameters
| Parameter | Value |
|---|---|
| Device targeting | All devices |
| Browser targeting | All modern browsers (IE 11+, Chrome, Firefox, Safari) |
| User segments | New visitors |
| Page scope | Contact form page |
| Duration | 45 days |
| Participation rate | 100% |
Statistical Analysis
| Metric | Value |
|---|---|
| Confidence level | 95% |
| Standard Error | 0.00286556 |
| Z-score | 2.1 |
| P-value | 0.049 |
| Conservative lift estimate | 14% |
| Sample size | 5,073 |
Field Notes
