case study • Sep 24, 2019

Personalized Experience Increased Conversions by 32x

 

OVERVIEW

  •  CLIENT: Baptist Health
  •  INDUSTRY: Healthcare
  • SERVICES: Analytics & Insights: Strategy, Personalization, Implementation
  • RESULTS: Users in 2019 were 32x more likely to convert in general and 22x more like to open an HRA (compared with 2018 users).

The Challenge

Baptist Health is a healthcare provider focused
on improving longevity and quality of life for their
patients. They work hard to serve as many people
as they can within their community.

One way they do this is through their Health Risk
Assessment (HRA) feature on their website. The
HRA helps people to understand if they are at
risk for certain ailments. This is Baptist Health’s
most important call-to-action. Our challenge
was to increase the number of HRA starts and
completions.

The Approach

We assessed the Health Risk Assessments (HRA)
user experience. Users were being directed to a
page that had 6–8 different assessments for each
of Baptist Health’s locations.

We collected custom data via Google Analytics.
Our analysis suggested that this page was
overwhelming visitors and discouraging
engagement.

Due to development and Content Management
constraints, we couldn’t implement changes on the
page. We had to find a workaround to make this
experience more user-friendly.

The Execution

Seer’s analytics team used Google Tag Manager to
alter the on page content to align with campaign
targeting from Facebook and Google My Business.
This resulted in showing the user a single HRA
that was most relevant to them based on targeting
in Facebook and Google My Business.

The Results

Compared to historical data and campaigns, users
that received the personalized experience were
32x more likely to convert and 22x more likely to
click to start an HRA.

“In healthcare, it is more important than ever to
provide the best user experience possible. Seer
worked with us to come up with a solution using
Google Tag Manager, tracking, and our CMS to
make this a reality..”

– LAUREN SCHULZ, SENIOR INBOUND
MARKETING SPECIALIST AT BAPTIST HEALTH
SYSTEM, KY & IN

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32x

more likely to convert

22x

more likely to start an HRA