Website Design for Healthcare: Solving Problems with UX

User experience design is intended to solve problems. Many associate it with sales, and conversion rate optimisation (CRO). Aiming for UX focused solutions within healthcare website design is no different. Whenever we encounter problems such as low conversions, poor quality traffic, or a high bounce rate, we focus on understanding the nature of this problem.

After delivering a new website, we continue to monitor and analyse data from it. If there is an opportunity to improve upon performance, we design a solution to this problem, and continue to test its performance.


UX in Healthcare Website Design

The problem

CRGH are a fertility clinic, for whom Crucible designed and developed a new website. Performance across the site, in terms of metrics such as bounce rate and conversions (measured by fertility test bookings) were good, and had improved substantially on their old website. However, bookings for their online open evenings hadn’t had quite the same boost as other areas.

These are a crucial metric, because of the high levels of intent required to book a fertility test. For many early on in their fertility journey, opportunities to convert with a lower level of commitment are key.

An open evening is an opportunity to find out more without feeling obligated to proceed. As such, it is an important marker on their fertility journey and a key part of CRGH’s customer lifecycle.


UX Roots

A user’s failure to convert in these contexts is usually a problem with one of two causes. Either, users are finding the open evenings on the website but not booking them, or they aren’t able to find this option on the website at all.

Using data and analytics, we were able to determine that the issue was due to these sections of the site being rarely found. The team was able to share anecdotal information to validate this. The opening offer was well-received in conversations their team had with users and customers.

The site’s navigation of the site has a level of complexity to allow appropriate user segmentation. This is often the case with healthcare website designs. It offers different fertility journeys and treatment types, and there is a lot of content which needs to be conveyed. We determined that the open evenings were being lost amid the other vital information.


The solution

The offering of an open evening is fairly unique in the fertility sector. What we needed was a means of signposting the open evenings without the users necessarily knowing that they were an option.

However, we had to balance this with protecting the brand. We needed to ensure that the solution we designed was not “shouty”, or overly “salesy.” For many, fertility care is an important clinical intervention, and people may be uncomfortable with anything that feels like a sales pitch.

Splash banner

Crucible designed a “splash banner” to draw attention to the open evenings, visible at the bottom of the below screenshot.

A splash banner, demonstrating the UX Optimisation for a healthcare website.

It aims to be non-intrusive in its design. It borrows from the same colour palette and call-to-action (CTA) styles as the rest of the site, and the text is not overly aggressive or assertive.

However, by being visually distinct from the rest of the site, it calls the users attention to the open evening. In its functionality, the same principles are true. It can be dismissed by the user, and disappears after a period of scrolling. It will not appear again in the same session once a user dismisses it.

The Results

Bookings increase by 103.7%

The results came immediately. Conversions more than doubled in the week after introducing the open evenings banner, rising by 103.7%. This set new standards for the amount of bookings which CRGH could expect and fed their lead generation substantially.

We could also be sure that this was not as a result of separate marketing efforts. There were dramatic increases in conversions across all sources. When analysing the data by source, we saw that Organic Search conversions rose by 77.8%.

That means conversions by users who had searched for CRGH or related keywords and arrived on the site, not by way of any advertising campaigns. Direct traffic (users who travel directly to CRGH’s website without searching) saw an increase of 266.67%.

Need Help on Your Own Enterprise Website Project?

At Crucible, we are specialists in healthcare website design. Some of our strongest design and build projects, like this website for CRGH have made a transformative impact on our clients’ digital outcomes. Get in touch today for a quotation or a no-obligation discussion of your project.

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