Landing pages of a pharmaceutical company
Major pharmaceutical company
Three landing pages for a non-prescription drug were tested for general usability.
CUSTOMER CHALLENGES:
Visitors stay on the website for an extremely short time, suggesting a low quality of site content. This is outrageous given that a significant part of the traffic is paid for.
Research participants:
- 50 participants
- Live in large cities
- 35-45 years old
- With some specific health problems
- Middle to high level of income
Issues IDENTIFIED
- Poor quality of content in almost all sections. Basic rules of content writing for the web had been ignored, causing mistrust from the patients.
- Awkward site navigation.
- Page and menu titles.
- Important information, like questionnaires for self-diagnosis, was difficult to find.
Almost all of the content was rewritten and some removed from the landing pages. The design of some page sections was also improved.
Results:
+130%
Time spent on the website
+50%
Conversion rate
