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NB Medical is the UKs leading provider of ongoing training for GPs. They use a blended approach of in person events coupled with numerous resources on their website such as webinars, podcasts and articles to keep GPs up to date.
NB Medical before the pandemic made the overwhelming bulk of their revenue through in person events. With Covid-19 all training for doctors moved online but conversion rates were not great across the website. NB Medical got in touch to see how we could help.
We began with a full analytics audit and implementation to track all important KPIs across the site and then began user research.
We conducted a usability study with healthcare professionals and used adjusted wald confidence to analyse their feedback.
We asked the sample to articulate their thoughts and feelings whilst completing the focus journey on NB Medical’s website.
This task was to ‘find and book a course or webinar that meets their outstanding CPD requirements’.
Throughout their experience, three areas of frustration were common:
‘The website is too busy’ ‘The website does not catch my eye’ ‘The website is inconsistent’
Ultimately, users did find what they were looking for eventually but were not tempted by the upsell of NB Medical’s new subscription-based product, NB Plus. Sometimes they would miss the information about this product entirely.
To quote one tester:
“Website is quite busy and there are a lot of things but it doesn’t really give a lot of information.” “A lot of text in different fonts and formats” “While scrolling through nothing catches the eye unless you know what you’re looking for.” “Website is very grey” “The cards are nice but there’s too much text in each one.”
We designed a much more straightforward home page shown below. When testing concluded we found an increase in transactions of 15% which was £43,195 in incremental revenue over a year.
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