Case Study: Landing Page A/B Test

In 2022, I helped a leading telehealth business significantly improve their conversion rate from paid media advertisements by revamping their landing page.

THE CHALLENGE

This telehealth brand changed their pricing model and started accepting insurance, which required them to alter the way marketed themselves to focus on the value of medical care instead of just direct-to-consumer medication sales. The marketing team quickly threw together an initial landing page for paid media traffic, but they knew it wasn't the best way to represent the business, so they wanted to create a new version.

Because the page was our primary landing page for Facebook and Instagram ads, our goal was not just to increase lead rate and conversion rate, but ideally to also decrease our overall Cost Per Acquisition.

MY ROLE

As the brand's first dedicated copywriter, I worked with the growth marketing team to collect their ideas of what would make a more effective landing page, developed the content hierarchy of the page, wrote all the new copy, and collaborated with my graphic designer counterpart on the overall design. Because of technical limitations, only a simple A/B test was possible, so we pulled together all our various copy and design best practices for the new version of the page.

THE PROCESS

Before I joined the team, that initial landing page the marketing team put together looked like this:

A screenshot of a webpage belonging to a telehealth company. The page title is "Diagnosis and treatment from migraine experts" and there are several additional sections below. The page is marked up with annotations about potential improvements to make to the page.

The landing page of a telehealth company that provides asynchronous medical care to treat migraine

In the ideal user journey, prospective patients who found their way to this page through a social media ad would select the "Get started" button, which would lead them through an engagement quiz to a checkout flow. However, despite significantly less visual prominence, more users were selecting the "See all medications offered" secondary link instead.

Previous testing and user research had led the marketing team to group all prospective patients into two behavioral categories: "Choose Your Own Meds" and "Let the Doctor Decide."

Choose Your Own Meds customers came to Cove in search of a specific medication and a doctor who could prescribe it for them. They were a smaller proportion of the overall audience but converted at higher rates, and they typically made their way to the Cove website through search, organic or paid.

Let the Doctor Decide customers were less educated about migraine and wanted a doctor to select their treatment plan for them. As these users had lower purchase intent, they tended to come from channels like paid social, the traffic source for this landing page.

That quiz flow primarily existed for Let the Doctor Decide users; for Choose Your Own Meds users, there was a more traditional e-commerce shopping experience, which is what the "See all medications offered" link led to. But because there were so many medications available, we worried that Let the Doctor Decide users who selected that link would become overwhelmed by the options and leave.

Still, I believed the fact that more users were selecting this link anyway was due to more than just the fact that visual CTAs typically outperform language like "Get started." My hypothesis: This landing page in its current form did not provide enough context for prospective patients to understand what they would be getting by signing up for Cove.

That hypothesis guided my copy decisions throughout the page, from introducing the concept of an "online migraine clinic" directly in the hero headline to adding a "what you get as a Cove patient" section immediately below the fold. These additions, which focused on user benefits, replaced sections in the old version of the page that spoke to logistics—which I argued was less relevant at this stage of the user journey.

For CTAs, I decided to honor the user behavior by giving the two links equal visual treatment, but with two key changes:

I updated the primary CTA from "get started" to "take the quiz" as we knew that quizzes regularly drove engagement for the Cove audience.
Instead of sending traffic from the "See all medications" button straight to the full medication listing, I made it a jump link to a section further down the page that provided more context on the types of medications Cove offered, including naming a few particularly popular meds, but without providing the complete list. Only from this section could users who still wanted more information navigate to the more detailed view.

I also replaced the quote section at the bottom of the page with a component with statistics on patient outcomes, which had performed well in other marketing tests.

Once I wrote the new page copy, I worked closely with my design counterpart to ensure the new user pathways were clear and compelling, even as she made some refinements to the visual direction of the brand.

THE SOLUTION

After all that work and several rounds of review by marketing and legal stakeholders, this is what the new version of the landing page looked like:

A screenshot of a webpage belonging to a telehealth company. The page title is "Welcome to Your Online Migraine Clinic" and there are several additional sections below.

The revised landing page of the migraine care telehealth company

THE OUTCOME

The new landing page generated a 151.8% lift in leads, a 225.4% lift in customers acquired, and a 56.8% decrease in Cost Per Acquisition compared to the previous version of the page, as well as better aligning with the business goal of focusing on the value of ongoing medical care. Needless to say, the entire Cove team considered this A/B test a major success.

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