How WRD used behavioural heatmap data and A/B test campaigns to identify friction across the user journey, test the changes with the most provable impact and improve conversion rates for a leading multi-location medical aesthetics clinic based in Harley Street in London.
A/B Experiments
Conversion Rate Optimisation
UX Design
200.7
Best Performing Uplift
8
Variants tested
The Client
The client is a leading multi-location UK based medical aesthetics clinic offering a wide range of injectable, skin and body contouring treatments.
With a large volume of traffic already reaching the site, the opportunity for this campaign wasn’t to drive more visitors, that’s what our SEO campaign was focused on, but to make more of the existing traffic convert into consultation bookings, enquiries and revenue.
Leading medical aesthetics clinic on Harley Street
Injectable, skin and body treatments
High volume of existing website traffic
The Challenge
The site already had a large volume of monthly visitors across its homepage, treatment pages and contact pages, so the aim of the campaign was to identify where users were losing interest or dropping out before making an enquiry.
WRD’s role was to:
Identify where users were experiencing friction across key page templates.
Prioritise the changes with the greatest potential impact.
Assess those changes through A/B test campaigns before they were implemented to the website permanently.
Identify user drop off and friction
Increase conversions from existing traffic
Prioritise high impact opportunities to boost leads
Our Approach
We took a three-stage approach: understand the behaviour, identify the opportunities, then test the changes.
1. Heatmap Analysis
We started by analysing 4 weeks’ worth of Microsoft Clarity heatmap data including click, scroll and attention data across the key page types: the homepage, key treatment pages and enquiry pages. We also assessed where each page type sat within the top, middle and bottom of the funnel, helping us prioritise optimisation opportunities based on user intent and proximity to conversion.
This gave us a clearer picture of what users were actually doing on the site, rather than relying on assumptions about what should work.
What we found
On the homepage, only 68% of mobile users scrolled far enough to reach the core treatments content.
On treatment pages, 95% of users who saw the primary CTA engaged with it. The problem was visibility as only 28% of users scrolled far enough to see it, meaning 72% never reached the main Call to Action (CTA).
The main treatment hub was primarily being used as a browsing page, with scroll depth rarely exceeding 40%.
On the contact page, 50% of users reached the middle of the page, of those users only 25% continued down to the last 80% of the page
Some of the strongest engagement points, including the address and click-to-call functionality, were positioned towards the bottom of the page.
We also saw users starting the enquiry form without completing it, highlighting an opportunity to reduce friction around the enquiry process.
2. Live-Site CRO Recommendations
We used these findings to create a prioritised set of recommendations for the existing sites landing pages, including:
Simplifying above-the-fold content to give users a clearer reason to continue through the page.
Making pricing information easier to find and helping users understand their options earlier in the journey.
Adding anchor navigation to longer treatment pages, giving users a quicker route to key information and CTAs.
Improving the treatment hub experience with clearer, more engaging content sections.
Introducing online booking functionality on the contact page to provide an additional, lower-friction route to conversion.
3. A/B Testing Strategy
Rather than making every recommendation live immediately, we identified the changes with the greatest potential impact and put them through a structured A/B testing programme.
Three campaigns were prioritised, each based on a specific heatmap insight and supported by a clear hypothesis, testing period and primary success metric.
This allowed us to separate assumptions from evidence and see which changes genuinely improved performance.
Microsoft Clarity heatmap analysis
Data-led CRO recommendations
Structured A/B testing
A/B Testing & Results
Campaign 1 – Site-Wide Sticky CTA
What we tested
We tested the site wide sticky CTA bar, alongside variations to its styling (different colours) and messaging (different text), to see whether keeping the next step visible would make it easier for visitors to enquire.
Winning variation
A sticky CTA with more consultation-focused button messaging.
What we learned
The strongest result came from making the CTA more relevant to the user’s intended next step, rather than simply changing its visual styling.
The results gave the client enough confidence in the sticky CTA concept to implement it on the live site before the full test period had finished, bringing the campaign to an early close.
However, we saw an increase in conversions on the sticky CTA of over 26% as a result of this campaign.
+26.3% Conversion rate uplift
Campaign 2 – High-Intent Treatment Page
What we tested
We tested three approaches to improving the treatment page experience:
Inserted anchor link navigation to make key information easier to access.
Added more attractive CTA buttons within the above-the-fold content.
Moving before-and-after treatment imagery higher up the page.
Winning variation
Before-and-after treatment images positioned above the fold.
What we learned
Visual proof had a stronger impact on conversion than simply making the page easier to navigate, or adding links to other relevant resources/information
For a treatment-led journey, showing evidence of the visual proof had a stronger impact on conversion than simply making the page easier to navigate, resulting in a 67% increase in conversions
+66.7% Conversion rate uplift
Campaign 3 – Enquiry Form
What we tested
We tested different approaches to the contact form, including editing the field text with more guided questions and changing the CTA messaging to encourage more form submissions.
Winning variation
The form was repositioned as a consultation booking rather than an enquiry form with more guided question field text.
What we learned
The way the conversion opportunity was framed as a consultation booking had a much greater impact than changing the submit button alone. The winning variation had the largest conversion rate uplift of the entire programme (200% increase), alongside a very significant increase in engagement.
+200.7% Conversion rate uplift
Results Summary
Across the three campaigns, the winning variations delivered:
Site-wide CTA: +26.3%
Treatment page: +66.7%
Contact form: +200.7%
The changes that helped users understand the next step, build confidence and see relevant information sooner performed better than purely cosmetic changes.
The strongest results came from consultation-focused messaging and visual trust signals, while changing the appearance of a button alone had a much smaller impact.
What’s Next?
The winning variations are being rolled out across the website with the user behaviour findings from the heatmap analysis feeding into the wider digital marketing strategy. The Conversion Rate Optimisation activity will now focus on the creation of a ongoing prioritised CRO roadmap with multiple rounds of testing to further improve overall conversion rates and generate increased revenue, rather than stand-alone projects.
