80% Lift in Qualified Leads
Simple changes, major impact
Only 1% of website visitors became leads, far below expectations. The website had been redesigned based on user experience research with clinicians (the target audience). The client wanted to know why the redesign failed and how to fix it.
B2B selling medical devices
Add a new lead gen path which offers a consultation with a technical expert.
Add product content to the website, especially on device performance in clinical trial results and how this would help their practice.
Qualified lead generation increased 80% after the client implemented the recommendations. This also enabled the client to expand formerly marginal campaigns.
How Did We Do It?
Launched an arrival and exit survey. Adjusted the results for bias, since clinicians were less likely to take the survey than others.
Response rate was 6%.