User Research & Web Page Optimization for Healthcare Provider
Bryce Gonzales
By analyzing data and organizing solutions, can I find a way to optimize one of the most successful pages on the website?
Client: Alcohol.org (American Addiction Centers)
Project attributes: Data analysis | UX design & enhancement | Visual design | Information strategy | SEO
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Introduction
About Alcohol.org
Alcohol.org is a website owned and operated by American Addiction Centers. The focus of this website is to educate users about alcoholism, and help them make the decision to commit to rehab treatment.
The problem
The hotline page on Alcohol.org serves as a conversion funnel for users to call and inquire about addiction treatment, as well as get admitted to treatment (convert). However, the lead to conversion ratio is very low. This means lots of people are calling, but not a lot of people are converting.
My role
My role in this project is to gather data, identify call patterns, and host a workshop for the team to brainstorm solutions. Once solutions are identified and action items are approved by stakeholders, I can optimize the Hotline page for a better experience and more conversions.
Initial data
Using data to set up the workshop
By using Microsoft Power BI, it was identified that Alcohol.org /treatment/hotline/ URL had the highest number of leads on the website.
With 11,123 sessions & 1,233 leads in the past 6 months, but only a 0.73% lead-to-rescue rate, I realized there was an opportunity for improvement.
Power BI dashboard
Choosing Which Calls to Use
Filtering the Calls
Using filters in CallRail, I was able to specify criteria for each call & put more focus on the Hotline page.
Filter 1: Mobile devices
Mobile browsing is approximately 75% of all our traffic. This filter only showed users that were on our website using a mobile device, and clicked a call button (as opposed to browsing on a Desktop and dialing our number into their phone).
Filter 2: Hotline page URL
All calls were received from the Hotline page URL. Listening to conversations from users coming from this page allowed us to begin identifying ways to increase the lead-to-conversion ratio.
Filter 3: Users with high intent
Users came to the Hotline page organically through Google. Each user called within 2 minutes of arriving on page, which COULD indicate that the user was committed to getting help, or in a state of crisis.
Evaluating Calls & Identifying Opportunities
Out of approximately 50 phone calls evaluated, I decided upon 3 calls to present to the team. We evaluated each call individually and brainstormed potential opportunities for each one.
Call #1
The caller is in a state of mental crisis and trying to detox from alcohol alone, which is medically dangerous.
Opportunities identified
Incentivize users to fill out an insurance form before calling so navigators can pull up their information during the call
Create a page section that describes what a typical call is like so people know what to expect
Disclaimer saying medical advice CANNOT be given over the phone / admission hotline only
Highlight how AAC treats co-occuring mental health disorders along with substance abuse (big selling point)
Call #2
The caller was asking about medications to offset withdrawal symptoms.
Opportunities identified
Page section introducing AAC & what we can do for users once they call
Summarize the dangers of un-supervised detox and why its important to medically detox
Create a section that emphasizes information from “levels of care”
Create a section for “What to do right now” if people can’t get admitted into treatment
Call #3
A mother is calling for her son who is detoxing at home (medically dangerous) and is refusing to get admitted to rehab
Opportunities identified
Quick access to pages in “for loved ones” site section to answer user’s questions
How can we leave a lasting impression so users who don’t admit to treatment return later when they’re ready
Link to “free nurses hotline”, with an explanation of what that number is
Specify “Admission Hotline” in the title without impacting SEO ranking
Funnel users who aren’t ready to convert to other pages with helpful information / keep them on site
Original Hotline Page Designs
Here is the original design for the Hotline page. It is following the “article page” template. Although this page generates a very high amount of leads, there is nothing to differentiate this page from other articles.
Final redesigned hotline page
After identifying the opportunities for improvement, I turned them into actionable tasks. These tasks became the updates that made it onto the final page. Here are the final designs with descriptions of the UX improvements below the image.
UX improvements (by section):
On this page
Open links style gives visitors a list of the page’s content sections.
Allows users the option to jump to desired information quickly.
Rehab admission hotline
Draws attention to hotline phone number.
Explains what the number is and who it calls, as well as what navigators can & cannot do for callers.
Call 911 section
Urges users to call 911 in case of emergency as the resources on this page are not related to emergency services.
Risks of non-medical detox
Explains risks of non-medical detox and prepares users for the possibility that medical detox may be necessary.
Links to high intent pages on detox & treatment.
What does a typical call entail?
Goes into more depth about what the Hotline number is.
Eases users nerves by providing a general outline of what the phone call (with this company) will entail.
Who is American Addiction Centers (AAC)?
Draws brand connection to American Addiction Centers, which increases site reputation.
Lists out some of the treatment options offered by AAC with descriptions.
Links to high intent url.
Insurance
Gives users the option to check insurance coverage before calling by linking to Benefit Verification page.
Links to url for learning more about insurance coverage for addiction treatment.
Lists popular providers accepted by AAC.
Other helplines
Provides helpful for resources for visitors who are looking for other help or information OUTSIDE of the AAC treatment network.
What is an alcohol hotline?
Re-iterates the purpose of the Hotline number and gives deeper explanation to resources in “Other Helplines”.
Guide to alcoholism treatment
Brand connection with AAC.
Links to high intent urls that focus on explaining to the user (in depth) what addiction treatment entails with AAC.
Helping a loved one
Gives users the opportunity to read articles on how to help their loved ones, no matter the relationship.
Do I have a drinking problem?
For people wondering if they have a drinking problem, this section lists out symptoms to check for.
Links to Substance Abuse Evaluation quiz.
Not ready for treatment?
Acts as a recapture funnel for users who may not have found what they were looking for on the current page.
Metrics
These metrics were gathered from a 2 month “before & after” period from the date of the page update. (This means with more time the uplift will continue to become more substantial).
Google analytics
page views
+31%
Page entrances
+25%
Page exits
-8%
(Users found the page more valuable right away)
Time spent on page
-18%
(Users found what they were looking for quicker = less time spent searching on page)
Power BI data
IP Rescues (conversions)
+100%
(Rescue = conversion. When a user commits to addiction treatment, it is called a "Rescue")
Lead to rescue percentage
+104%
Approx. revenue generated
$22k → $48k
$22k generated in 4 month period before update
$48k generated in 4 month period after update
(Revenue figure excludes revenue generated by phone calls)
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Posted Sep 16, 2023
By analyzing data and implementing a new UX layout, lead-to-conversion on Alcohol.org's Hotline page increased by 104%, generating $48k in revenue in 4 months.
