ZAVA website

Increasing conversion rate through medical questionnaire changes

 

One of the offerings of the online surgery ZAVA is that patients can request their treatment through a questionnaire. A discreet service patients can use from the comfort of their home, with no face to face consultation required. One of the core services is erectile dysfunction (short ED). When the questionnaire was created several years ago by a doctor, the main priority was to gather all the information needed to decide if it was safe to prescribe the medication. But, they didn't consider the user experience. And that's where the Medical Lead Germany and I saw our chance.

Let the results speak first:

16% increase in success rate* and 17% increase in conversion rate for new customer acquisition month on month

* The success rate refers to the percentage of new & returning visitors who started the questionnaire and clicked through to product selection

 

Reasons why we picked the ED questionnaire

Compared to other questionnaires, the success rate of the ED questionnaire was already relatively high. But as erectile dysfunction is one of the most important services for ZAVA Germany and prescribing ED medication is fairly straightforward from a medical point of view, we were confident that we would be able to increase the success rate even further.

Problems we identified with the existing ED questionnaire

  • The questionnaire was very long and complex 

  • lots of medical terms

  • no explanations for why we ask specific questions

  • lots of individual questions

  • Not all questions relevant to erectile dysfunction

 

Our hypothesis.

A shorter and better-structured questionnaire will lead to an increase in the questionnaire to product selection success rate.

 

Changes we did

  • Restructured the questionnaire, from the most crucial question to general health questions

  • Merged questions

  • Added multiple choice answers

  • Added help text that explains why we need the answer 

Outcome and conclusion

The ED questionnaire improvement is an excellent example of the power of content design. Only by doing content changes we significantly increase the success and conversion rate. This work is also precious from a business perspective as it doesn't require any support from the product teams.