Data & Insights
Driving Lead Growth Through CRO for a Healthcare IT Provider
A leading provider of healthcare IT software and services designed to optimize the management of electronic health records (EHR) faced a critical challenge: their landing page for a flagship demo was underperforming in generating leads and engaging prospective clients. Declining form submissions and weak user interaction hindered their ability to move prospects through the sales funnel. To address these issues, the organization turned to Marcel Digital, experts in conversion rate optimization (CRO), for a comprehensive analysis and solution.
The Challenge
The healthcare IT company created a dedicated landing page to promote its flagship product and drive demo requests from healthcare organizations. Despite strong visibility and integration into broader marketing campaigns, the page struggled to convert. Form submissions were low, user engagement lagged, and the organization needed a more effective way to reduce friction in the lead-generation process and better support sales enablement.
Low Conversion Rates on a High-Priority Landing Page
Even with prominent placement and traffic-driving campaigns, the demo form was not generating the volume of submissions expected.
Falling User Engagement Signals Experience Issues
Visitors were not interacting deeply with the page, indicating unclear value messaging or UX barriers preventing them from taking action.
Misalignment Between Marketing Efforts and Sales Goals
The existing digital experience wasn’t supporting sales enablement, creating gaps in how prospects moved from awareness to demo scheduling.
The Analysis
Marcel Digital conducted an in-depth audit of the landing page, which was built using a Marketo template and linked from multiple areas of the site, including the main navigation. The goal was to identify barriers preventing conversions and determine how to enhance the page for stronger lead capture. Areas of focus included:
Brand Consistency
Did the landing page design align with the overall brand and website experience?
Mobile Optimization
Did the page deliver a seamless experience across devices, particularly mobile?
Lead Form Visibility
Was the form positioned clearly to attract attention and simplify conversion?
Messaging and Copy
Did the content resonate with the target audience and address their needs?
The Solution
Based on these insights, Marcel Digital recommended and implemented a new design strategy to eliminate friction and boost conversions:
Mobile & Tablet Optimization
A fully responsive design to ensure proper display across devices.
Enhanced Form Design
A restructured form with stronger visual emphasis to guide users through submission.
Human Element
Adding a testimonial with a headshot to build trust and relatability.
Copy Refinement
Sharpening the messaging to highlight pain points and solutions for healthcare IT decision-makers.
The Results
The impact was immediate and significant:
400% increase in lead generation
1,300% increase in conversion rates
All achieved without an increase in traffic, proving the effectiveness of strategic optimization.
The success of this landing page redesign led to the rollout of similar enhancements across other areas of the website, further boosting lead conversions and reinforcing the company’s digital transformation efforts.
