Website analytics revealed that patients were not 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 in a way that matched how users naturally look for information, and as a result, 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. Traffic to the booking page increased by 14%.
