The Problem: Low Completion Rates on Patient Registration Phreesia's main product is a self-service check-in application that streamlines the patient intake process for healthcare providers. One of the app's main goals is to increase the average completion rate of patient registration, which was only about 58%. However, the variability of the check-in workflow made it difficult to see where people dropped off in the process. The company knew they were losing about 1 million people who never made it past the landing page.
The Solution: A Strategic Re-Design of the Landing Page We solved some challenges on the Phreesia landing page by restructuring the layout and information hierarchy, optimizing the messaging and text, and theorizing about standardizing the page across practices. These steps allowed us to increase completion rates by 10%, which translates to an extra 100,000 registrations per month.
Results: Increase completion rate by 10% The redesign of the landing page allowed us to make more confident design decisions and increase completion rates by 10%.
Even a small change can make a big difference. In this case study, we'll look at how a simple re-design of a landing page increased completion rates by 10%. This is an excellent example of how even a small change can significantly impact the user experience if done strategically and with the user in mind.
To start, our team looked into how other companies optimize their landing pages. We found that most companies used persuasive copy and strong calls to action to encourage users to convert. Second, we interviewed patients. People were motivated to check in before an appointment to save time in the waiting room but were confused about the ambiguous steps in the process. People were unsure of what was needed and when to check in. They were also concerned about security and having to pay the copay upfront. Based on our findings, we pulled together some potential solutions.
People were motivated to check in before an appointment to save time in the waiting room, but were confused about the ambiguous steps in the process.
We gathered information about the landing page by interviewing people and modifying the content based on their feedback. Then we looked at how people ranked elements on the page to understand better what was important to them when checking in for an appointment. Finally, we conducted a few small studies to measure the effectiveness of the call to action and found that many users preferred to press the appointment details or task list buttons. In the end, we aligned on the following recommendations.
1) Focus on patient's motivation for checking in ahead of their appointment 2) Reorganize the page content to align with patient expectations 3) Create clear instructions and add detail about tasks for patients
Our team came up with three different concepts for how we could optimize our landing page. The first concept was focused on optimizing the layout and information hierarchy. The second concept was focused on optimizing the messaging and text. The third concept was focused on standardizing the page across practices.
After doing some research, we decided to move forward with a hybrid of concepts one and two—focusing on optimizing the layout and information hierarchy and the messaging and text.
Once we had settled on a direction, our team got to work designing a high-fidelity version of the new landing page. We experimented with different layout options and tested various versions of copy before finally settling on a design we thought would be most effective.
Of course, no re-design would be complete without testing! So, we set up several rounds of usability testing to see how people reacted to our new design. After implementing some changes based on feedback from our testers, we were ready to launch with a small cohort of practices!
In just two months after launching our new landing page design, we saw a 10% increase in registration completion rates! We’re thrilled with these results and are excited to see how our new design continues to impact patient registration moving forward!
To better serve their patients, our team analyzed all available data and insights from our landing page experiment to identify areas of improvement. We found that returning visitors often had different needs than new ones because they had already filled out their medical history and verified insurance. Redundancy was one of the most significant barriers to the completion of pre-registration. So we designed a unique experience that allowed the patient to directly edit the information that needed to be updated. However, because of significant technical constraints, we could not quickly implement these changes in time for the full release, so they ended up being dropped from our final product.
Redundancy was one of the most significant barriers to the completion of pre-registration. So we designed a unique experience that allowed the patient to directly edit the information that needed to be updated.
This case study is an excellent example of how even a small change can significantly impact business goals if done strategically and with the user in mind. By taking a data-driven approach and focusing on critical areas for improvement —we were able to increase completion rates by 10%. We have tested the returning patient concept and are rethinking registration navigation for new patients. The results are promising, so we can continue optimizing our process for even better outcomes. The newly designed registration process is likely to yield improved results!