Case Study: Web Checkout A/B Test
In 2022, I helped a telehealth brand increase the completion rate of a mandatory medical form by rethinking their purchase confirmation page.
THE CHALLENGE
To be prescribed medication online, you need to go through a medical consultation of some kind that can be reviewed and approved by a doctor. For this telehealth brand, the consultation process was an online form that customers filled out after making their purchase so that their order could be approved and shipped out, but some customers never completed the form.
This drop-off was problematic for several reasons. First off, customers were paying for a product they would never receive, leading them in many cases to request refunds, a negative impact on the business. But it was also a poor user experience, and for a company that prized itself on its ability to help their customers solve the often shameful and embarrassing problem of hair loss, these "ghost" users who never received any of the benefits of the product they tried to order were a significant sticking point.
MY ROLE
As the UX writer on the project, I worked with the product team to redesign the purchase confirmation screen to more clearly indicate this was not the final step of the customer journey. My role was to determine what content should or shouldn't be on the page and to rewrite the copy to help drive an increase in consultation start rate.
THE PROCESS
The original version of the purchase confirmation/consultation start screen looked like this:
The purchase confirmation page for a telehealth company focused on hair loss, which also requests that the user start a virtual medical consultation
The product management and design teams decided to remove the bulk buy upsell information from the bottom of the page since the opt-in rate for bulk buying was fairly low and that information could be distracting customers from the necessary action of completing the consultation.
My goal with the UX copy was similar—eliminating whatever language might be confusing or misleading customers in order to keep them moving through the full user flow.
After taking a deep look at what information the customer actually needs to have available to complete this step and what details they have already been exposed to earlier in the purchase journey, I stripped this page back to the essentials: what the user needs to do to get what they want and how long it will take.
I also removed any language that may have misled customers into thinking they were done, like that "Thank you" headline, and changed the CTA from "Start Consultation," which set the expectation that they were starting something new that could take significant work, to "Continue."
Originally, I suggested that we include a reference on this screen to the fact that users would need to take and upload a few photos of their head as part of the consultation process, as that was another key point of drop-off during the user flow, but other members of the product team argued for leaving that out.
By making the consultation step sound as easy as possible, they believed we would get users through the flow at a higher rate, and then other changes could be made to later screens in the flow to help prep users for the photo step.
After these internal negotiations, we put together a new version of the page copy and design for final approval.
THE SOLUTION
With some additional design improvements, this is what that final version of the page looked like:
The updated consultation start page for a telehealth company focused on hair loss
THE OUTCOME
The new version of the purchase confirmation/start consultation page generated an 8.5% increase in consultation starts, and while the removal of the bulk buy option did slightly decrease average order value, the overall revenue effect was still positive as customers need to complete the consultation in order to be charged for future refills.
With the improvement in user experience as well, the team considered the experiment to be a success.