The Challenge

Our team identified a CRO opportunity for the STDcheck.com website aimed at improving the conversion rate for mobile users. Historically, mobile users accounted for roughly 85% of all traffic on the site, so we knew any successful optimizations we could run would have a significant impact on the business as a whole.

As the mobile homepage call-to-action existed prior to our strategic implementation, there were too many primary prompts:

  1. Calling a representative
  2. ZIP code / Lab Search
  3. Browsing all tests (products)
The Client HealthLabs - STDCheck.com Visit Site
Our solution.

CRO Strategy Creates Clearer Conversion Path

Our data analysis indicated that the optimal user flow began with selecting a lab (via ZIP code search). In an effort to streamline the mobile user’s journey and provide a clearer path to conversion, our recommendation de-emphasized the phone number and removed the browse CTA altogether, thus driving users down the optimal path.

We implemented our strategy as an A/B Test via Google Optimize to measure the results of this change. Over the course of the experiment, our variant saw a $0.66 increase per session and marked a clear improvement. After making the change permanent, the improvement generated over $94,000 in additional revenue per month (estimated based on expected sessions), or a staggering $1.1MM per year. 

25xreturn on investment
What Makes This Solution Great
$94k+ increase in expected monthly revenue
4.23% increase in conversion rate
$+0.66 increase in revenue per session
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