Case Studies

Personalization Increases Healthcare Conversions by 32x and 22x

Using Google Tag Manager, we analyzed and personalized one of our clients' user experience to their most important call-to-action. 

Overview

Healthcare client Baptist Health sought to increase usage of the Health Risk Assessment (HRA) feature on their website. Seer analyzed the page and experience, and recommended a more user-friendly experience. After implementation, users converted 32x higher and were 22x more likely to open an HRA.

Client

Baptist Health

Industry

Type

[The Impact]
32x
more likely to convert
22x
more likely to start an HRA

The Challenge

Increase total HRA starts and completions

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 Strategy

Assess the HRA user experience

We collected custom data via Google Analytics and found that users were being directed to a page that had 6–8 different assessments for each of Baptist Health’s locations.

Our analysis suggested this page was overwhelming visitors and discouraging engagement.

However, due to development and Content Management constraints implementing changes on the page -- we had to find a workaround to make this experience more user-friendly.

The Execution

Personalize content based on audience

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.

Ready to build content for your audience that increases conversions? Let’s talk.

Contact Us

"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 S, Sr. Inbound Marketing Specialist

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About Seer Interactive: 

Seer Interactive is at the forefront of Generative Engine Optimization (GEO). We run enterprise-scale AI search experiments and turn them into proven strategies that deliver AI visibility and business impact. We help enterprise brands navigate the shift between traditional SEO to AI visibility, building strategies that win across search engines, LLMs, and wherever your customer is looking for answers.

Our edge? Decades of thinking about how people get answers to problems, across social, SEO, Paid, and UX, now applied to AI search through live GEO experiments that deliver measurable visibility. Wil Reynolds and the Seer team have been leading the conversation on AI, SEO, and GEO since the beginning.

Seer partners with industries from SaaS and e-commerce to healthcare and banking , helping brands like American Family Insurance and Capital One adapt, move faster, and capture visibility in an AI-first world.