80% Lift in Qualified HCP 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.
Client:
Medical Device Targeting HCPs
Website Goal:
Drive leads
KnowClick Insights
Visitors were far more likely to be clinicians than expected
What clinicians said in user research was vastly different from what they actually did. Despite suggesting that the website should be simple, clinicians abandoned due to the lack of in-depth information on the product (such as clinical trial results and patient outcomes).
Clinicians who recently started learning about medical devices converted far below their potential
Why? Because they wanted to talk to a technical expert about the product but the lead form only offered the ability to request a sales rep meeting.
Recommendations
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Add a new lead gen path which offers a consultation with a technical expert.
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Add product content to the website, especially on device performance in clinical trial results and how this would help their practice.
Impact:
Qualified lead generation increased 80% after the client implemented the recommendations. This also enabled the client to expand formerly marginal campaigns.
How We Did It
Optimized Surveys &
Bias Adjustment
Launched an arrival and exit survey. Adjusted the results for bias, since clinicians were less likely to take the survey than others
Matching survey responses to website behavior
Tracked and connected the website behavior of each person to their survey responses