This health and wellness client saw a 17% increase in clicks and more than 100% increase in conversions (replies) with one simple change. Want to know what it was? Check out this episode of The Cro Show to find out.
Watch this episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and learn from the Cro Metrics team on how to bring experiment-led growth to your marketing efforts.
Full Transcript:
Philippa Boyes: Hi everyone.
I am going to be walking you through a test that we ran for one of our clients in the Life Cycle Channel.
They are in the health and wellness space.
They prescribe treatment to their customers or their patients to help ease pain.
And when working with them, they had a significant drop off point in their customer touchpoint journey where after the customer would first meet with a doctor before they could be prescribed, which was the point of sale, the doctor would send the patient a message in their patient portal and the patients would not respond, which means they couldn’t be prescribed the medicine and there weren’t conversions.
So first we worked with them to build a life cycle automation loop, to be in touch with their customers and nudge them towards replying to the doctor’s message.
And then we ran a test in it.
A really, really simple test.
The original message had a subject line that says “Your doctor needs a reply from you.”
And then the content of the message says, “Hi, first name.”
“You have a new message from your doctor.”
We ran a test that was pretty much the exact same thing, but only instead of saying “your doctor”, we actually put in the name of the doctor who that patient had previously met with, to try to drive some familiarity there.
So we used that in the subject line as well as in the first line of the email.
The main metrics were replies to the doctors.
So in that – so in this case, we consider that the conversion point.
That was the test. Personalization.
Any questions or thoughts?
Dave Albert: When you say replies to the doctor, do you do you mean like physically reply to the email or like went to log into the portal?
Philippa Boyes: They actually reply to the doctor.
So they logged into the portal and then they responded.
Dave Albert: Oh got it. Okay.
So the replying the the mechanism to reply is going to the portal.
Philippa Boyes: Correct.
Dave Albert: Got it. Okay.
Drew Seman: Is there any difference in the portal experience?
Like when you click log in, does it say “Dr. JD” and everything on the thing?
I assume it’s consistent experience, I’d be curious…
Philippa Boyes: Consistent experience. Yeah.
Zeinoun Kawwass: Are you also tracking like if people are logging in from email?
Philippa Boyes: Yes, we did look at that.
I will say that wasn’t the primary metric because they actually were receiving a good amount of people logging in.
It was really about motivating people to actually reply through.
Zeinoun Kawwass: Got it.
Drew Seman: I mean, I don’t know.
To me this just reads is such a clear…
I could be off of course, but to me this feels like such a clear win, like the first one could read, like spam.
Like “your doctor”, seems like it can be scary and weird and everything because it’s not specific.
But once there’s the doctor name, like, it just might in theory, you know, that doctor name, hopefully, it just seems like the level of legitimacy is so much higher in this.
Zeinoun Kawwass: I personally agree.
Shall we vote?
Let’s do it.
Philippa Boyes: Hmm. A lot of thumbs up.
A lot of people think personalization. OK.
And…yes, it was a win.
We had a V1 win here putting the personalization of the doctor’s name.
It was at 17% lift in the clicks through to the portal and then a 100% lift in the actual replies to the doctor.
Drew Seman: So it actually lifted more at each step in the funnel basically.
Like you do from opens, to clicks, to conversions.
That’s super interesting.
Philippa Boyes: Yeah.
For opens me an average stat sig, but I checked it week after week and we kept seeing a lift by 4%.
So that was always helpful to know.
However, in the email channel we don’t really use opens as a gauge anyway because of the apple privacy at it’s not really a gauge of engagement, but seeing it in that direction was also further proof that personalization is huge and we think we were able to really build trust with the brand for the patients that this is a real doctor who you know, just like, you know, your doctors in your real life and, yeah.
Drew Seman: Seems like that that can have impacts on other channels where maybe emphasizing the doctor’s more in different ways like on the site experience and just everything can be super valuable.
Philippa Boyes: Yeah, we’re going to be putting in the doctor’s name to a lot more emails now.
Zeinoun Kawwass: It’s a real person, not about bot.
Philippa Boyes: Exactly.
Katie Green: Thanks for watching and be sure to subscribe to have more test ideas sent directly to your inbox.