Located in San Luis Obispo, California, Etna Interactive is a full-service medical marketing agency. My responsibilities as a remote design intern included designing responsive, SEO-optimized, user-friendly websites, creating engaging infographics and maintaining existing websites with visual engaging content. Our UX initiative aimed to overall improve the experience of our landing pages and websites and increase leads on our PPC Landing Pages.
engaging landing pages that promote passion and commitment for our client's brand.
- Landing pages are crucial for our clients to gain leads and overall improve their business.
- With the goal of increasing conversion rates for clients, we researched, strategized, and designed landing pages to help encourage new patients request a consultation.
Our Audience
This was a company wide initiative aimed to improve the performance of our landing pages and also increase potential leads for our clients. We focused on on the pain points of new patients when entering the realm of cosmetic surgery but also our marketing team and how they might convince our current clients to utilize ppc landing pages to achieve their business goals.
My Role
Our senior developer created this initiative, and I reached out to see how I could assist with the project as an intern with a strong interest in user experience. During my time with the team, I:
- Collected both quantitative and qualitative data
- Helped strategize a solution for our clients and our marketing team
- Designed a solution to our landing pages used for A/B testing
We ended up being a team of 4 working remotely on this project: Myself, the senior developer, our principal web architect, and our creative service manager.
Timeline
The only specific deadline we had to work with was our senior developer going on maternity leave, therefore we wanted to make sure we strategized a solution that could be implemented while she was away within a couple of months. This is an on-going project to see what our team can do to perform better for our clients.
What Was Done
We began researching our previous work and gaining insight into the current experience:
- We examined our already live landing pages to see if there was any specific visual treatment or content that was allowing some pages to perform better than others.
- Our senior developer implemented a survey to gain a better understanding of our users when it comes to landing pages and I pulled responses to learn more about any potential pain points.
Turning Data Into Actionable Insights
After collecting all our user data, I suggested to our developer we build an affinity diagram as a way to make sense of this large volume of mixed information. We began grouping similar pieces of data to draw connections, build our problem statement, and develop potential ideas for solutions.
High Level Learnings
Independent Research
Prior to committing to a consultation, users will still want to find additional information about the doctor and procedure such as safety, credentials, and reviews. A quick google search can help them find the information they are looking for which means they fall off our landing page.
Image = Status
Users had a hard time connecting with the real or stock images used throughout the pages. Models faces would be cut-off and/or poor resolution images were used.
Time
Pages that contained too much copy information create a time limiting situation for users. Content would be much easier to digest if it was skimmable and only contained the necessary info.
Scarcity
The less available the resource the more users tend to want it. Using language such as "As seen on TV" take away the value of the procedure or treatment.
Solution: User-Focused Content Creation
As a team, I, our creative services manager, principal web architect, and senior developer voted on improvements to our landing to improve user experience and conversion rates.
• Give users a sense of how their results might look by including before and after photos
• Place content higher up on the page so users don't fall off the page and do their own independent research
• Provide doctors' credentials so users can feel confident they're receiving the best treatment
• Ensure a frequently asked questions section is included so users don't fall off the landing page and do their own research
• Ensure the visuals on the page reflect the quality of the care the user will receive by using high quality images and models.
• Testimonials from patients encourage users to trust the procedure and doctor, and retain interest.
Analyzing our strengths through A/B testing
This UX initiative is currently undergoing a/b testing. Using existing PPC landing pages, myself and other designers have created copies of each and added at least one feature (patient testimonials, FAQ section, etc.) and then compared conversion rates.
Outcomes
I loved helping out with this initiative! Through this experience, I was able to network with team members from other departments and introduce ideas they were unfamiliar with, but found to be extremely valuable for the research process. We are still working on this initiative, so we will continue to incorporate these features into every landing page we build. Using the data we gather, we plan to implement best UX practices in other company projects, including website design, new features, redesigns, social media campaigns, and more.
Thank you!
About
Hi there! Starting my career in UI/UX Design has been such a rewarding experience for me because I enjoy problem-solving and creativity. I transitioned from being a flight attendant to a UX/UI Designer and as part of my journey, I have learned some front-end coding in order to bridge any potential gap between developers and designers. Visual design and content strategy have been my favorite subjects to study.
My interests aside from traveling include snowboarding, photography, reading, hiking, listening to music, and wine tasting. I am currently available for part-time work and am always happy to assist with innovative projects. If you'd like to contact me, I can be found on LinkedIn or via email.
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