Surfacing B2B content on a healthcare homepage

Jan 14, 2026

One experiment that shows how surfacing the right content for the right audience can significantly increase engagement and lead capture.

  • WHO: Digital, growth & CRO teams
  • INDUSTRY: Healthcare
  • IMPACTED PAGES: Homepage

Experiment 1: Improving B2B content on the homepage

Hypothesis: If we elevate and enhance content that interests the B2B audience, user engagement metrics will increase, which enhances lead capture.

Healthcare homepage testImage source: Optimizely

Results:

  • +103% Increase in CTA clicks
  • +2.65% Increase in qualified leads

Takeaways:

  1. Including entry points on the home page to important content pages increased engagement.
  2. The variation saw a slight increase in lead generation (13.7%). However, the results were not statistically significant.

A landing page that does not convert is already telling you something

The question is whether you are listening. The Experimentation Ideation Agent 

surfaces content placement and entry point test ideas for B2B audiences, so the right information reaches the right visitor before they decide to leave.

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