Landing page of a pharmaceutical company
Major pharmaceutical company
Three landing pages for a non-prescription drug are tested.
CUSTOMER CHALLENGES:
Visitors stay on the website for an extremely short time, suggesting the low quality of site content. Outrageous, given that a significant part of the traffic is paid for.
Research participants:
- 50 participants
- Big city dwellers
- 35-45 years old
- With some specific health problems
- Middle and high levels of income
identified Issues
- Poor quality of content in almost all sections. Basic rules of content writing for the web have been ignored, which caused mistrust from the patients.
- Awkward navigation on the site, page and menu titles.
- Important information was difficult to find, like questionnaires for self-diagnosis.
Almost all of the content has been rewritten and some of it has been removed from the landing pages. Changed design for some page sections on the landings.
Results:
+130%
Time spent on the website
+50%
Conversion rate
