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Location-awared landing page + API integration
Find the nearest location & time for your appointment!
Problem:
Even though we are driving traffic to our page with paid media, our conversion rate has slowed. We hypothesized that our messaging on the page were too generic and not speaking to our customers based on their location and thus our paid media and go-to-market strategy are not as effective.
User Research:
Based on a user research study on how customers find a doctor's appointment, we discovered that proximity is the most important factor, followed by provider information and reviews. To increase customer engagement and sign-ups, we decided to make it easier for customers to find offices near their location and provide availability directly on our landing page.
Target customers:
Our targeted customers are those in the states where our service is available. To simplify the customer experience and reduce tech effort, we focused on adults and descoped minors (i.e., teens).
Customer Experience Overview:
We broke the project into two milestones, considering business goals and technical implementation that require a more significant effort (long poles):
Milestone 1:
We updated the front end (landing page) to show nearby offices dynamically based on the customer's location .
Results:
We found the engagement rate on the new widget we built increased 13% compared to the previous location dropdown list, indicating that customers are interested in the information and are engaging with the widget to learn more about our services. However, we did not see an increase in the CTR of the "Continue" button on the sign-up page, failing to drive sign-up as expected. We hypothesized that customers were dropping off at the sign-up page because the information was insufficient for them to sign up. This finding drove the decision to prioritize increasing transparency of a providers’ bio/ratings/reviews onto the page(milestone 2) so that customers can make the sign-up decision more easily.
Milestone 2:
I led the team to develop the backend and API to display the provider's information and appointment availability. The new widget on the page displays providers' information and appointments, leveraging the API to retrieve information for us to show providers dynamically based on proximity and availability.
Results:
I partnered with marketing team to drive another marketing paid media campaign with geo-specific messaging when we launched this location-aware feature (for exmaple: customers in New York will see the headline and page default to New York), driving our overall number of sign-ups by 40% YoY. We found the 28%~30% of engagement rate on the provider widget, indicating that this capability is making our paid media more effective because customers are interested in what they are seeing on the page and is clicking on the main CTA to purchase.
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