This PPC Campaign allows Medical Aesthetic industries to market their services to build lead generation per user click
Plastic surgeons, facial plastic surgeons, medical spas, dermatologists, and other businesses that may fall under medical aesthetics
Build lead generation
Patients and/or new clients can have the content they need to make an informed decisions about requesting a consultation about a particular procedure
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.
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:
We ended up being a team of 4 working remotely on this project: Myself, the senior developer, our principal web architect, and our creative services manager.
Timeline
Role
Tools
Project
Affinity Diagram
Visual Design
A/B Testing
User Surveys
Mind Map
User liked the before and after photos but think it would have been more compelling to have this higher on the page.
A big concern with booking a consultation is that user's would like to know the cost of the procedure beforehand.
Another was also the safety and expertise of the plastic surgeons. Often user's would want to conduct their own research and see patient reviews on Google or any other medical review platform to ensure they will receive the best care.
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.
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. Containing the correct information to prevent the user from falling off the page would be crucial for more conversion rates.
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. Use high resolution images that tell a story.
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.
The less available the resource the more users tend to want it. Limit language such as "As seen on TV" take away the value of the procedure or treatment.
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. We came up with at least 5 critical components that should be included in our client's PPC Landing Pages:
Ensure the visuals on the page reflect the quality of the care the user will receive by using high quality images and models.
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
Ensure a frequently asked questions section is included so users don't fall off the landing page and do their own research
Testimonials from patients encourage users to trust the procedure and doctor, and retain interest.
Provide doctors' credentials so users can feel confident they're receiving the best treatment
This UX initiative is currently undergoing a/b testing. Using existing PPC landing pages, myself and other designers have created copies of previous landing pages and added at least one feature (patient testimonials, FAQ section, etc.) and then compared conversion rates.
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 for watching
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.
VIEW MY RESUME