Web Landing Page
OVERVIEW
Cove, a telehealth company, hired me to improve paid ad conversions after they began accepting insurance. This shifted their marketing focus to the value of medical care. They needed a better landing page than the initial one the marketing team quickly created.
MY APPROACH
I worked with the marketing and design teams to improve the landing page, leading content structure, copywriting, and collaborating with the designer on its look. Limited by basic A/B testing, we relied on our expertise to create a stronger version.
The goal was to clarify what our "online migraine clinic" offers. I introduced a new "What You Get as a Cove Patient" section, highlighting customer benefits instead of the logistical details previously emphasized in "How Cove Works."
Before
After
Improving CTA effectiveness was a key focus. Previously, most clicks went to "See all medications offered," which diverted users to a different flow. To address this, I made the CTA more prominent and linked it to a new section on the same page, keeping users on the main journey while providing medication details.
Additionally, I improved navigation with clearer directional language and added treatment effectiveness stats to give users valuable information.
OUTCOME
The new landing page significantly improved results: leads increased by 151.8%, new customers by 225.4%, and cost per acquisition decreased by 56.8%. The updated page better aligned with the business objective of emphasizing continuous medical care.