Experiments that improve homepages in Healthcare

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.

Image source: Optimizely

Results:

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 form design, field count, and layout test ideas for your demo and landing pages.

The Experiment Summary Agent connects results to what to do next, not just what won, but why, and where to take it.

A test that wins is useful. A program where that learning carries forward is how you build on it.

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