During a routine monthly review, analytics showed patients weren't reaching the booking page on mobile, which accounted for half of all traffic. Instead, they were getting lost in staff profiles and dropping off before taking action.
The mobile experience wasn't structured to match how users naturally look for information, and the clinic was losing potential bookings at a critical moment in the journey.
After reviewing user behaviour, the fix turned out to be straightforward: patients needed clearer guidance at a single key decision point.
I introduced one strategic call-to-action that directed users into the correct booking flow, without overhauling the site.
One change increased traffic to the booking page by 14%, measured over two months.
The client was very happy with the result, but the bigger win for them was how the fix came about. This wasn't a scope-of-work request. I review their analytics monthly, spotted the drop-off myself, and brought them the fix before it became a bigger issue.
