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We continue the series of publications dedicated to our research into medical topics in St. Petersburg. In the first article, we talked about the purposes of the study and the criteria for selecting multidisciplinary medical clinics. This publication will examine the usability of the interfaces that clinics offer to their visitors on their websites.
This article is a continuation of the “User Experience” material, in which we analyzed conversion forms and various communication methods. However, the presence of high-quality forms and communication channels does not always guarantee high conversion. In this article, we will take a closer look at how clinics design elements that promote conversion and identify the most important factors that influence the accessibility of these elements to users.
The following criteria were assessed within this section:
1. **Record form is available on the first screen**
On most sites tested, the appointment form was placed within the first screen on desktop versions. However, on some sites it was hidden in the middle of the content. This creates additional difficulties for users who need to make an appointment.
On mobile devices, the accessibility of the registration form on the first screen was even lower. Many sites do not take into account the importance of convenience and speed of recording via mobile devices.
2. **Phone is always available**
The phone number on the clinic website should be visible everywhere and always, regardless of what page the user is on. On most sites, the phone remained visible when scrolling the page, which facilitated communication with the clinic.
3. **Availability of the registration form**
On desktop versions, the appointment form was always available on 49% of sites where it was pinned to the top or bottom of the screen. On mobile devices this figure was slightly lower.
4. **User Capture**
The function of “capturing” visitors when they try to leave the site was a rarely seen element. On some sites, after a user started filling out an appointment form but did not complete it, a pop-up window appeared asking them to call back. This feature allows you to avoid losing users, but it is important that it is unobtrusive and appears only if the user interrupts the conversion process.
The final analysis of the design of UI elements that influence conversion showed the following results:
The first places in terms of the quality of element development are sites where the registration form and contact information are available on all pages and devices, which significantly increases the likelihood of conversion. However, it is important to note that many sites that rank well in search do not fully consider the importance of responsiveness for mobile users.
As the study showed, even sites that occupy high positions in search results do not always pay due attention to all aspects of the interface. For example, on mobile devices, many sites do not ensure that the appointment form or phone number is always visible, which reduces the user experience.
Some sites use visitor capture, but it is important to use this tool carefully so as not to cause a negative reaction from users. This approach, as studies have shown, does not always improve conversion.
To conclude this analysis, here are a few recommendations:
1. **Trust and confidentiality**. Make sure your site is credible. Check all required certificates and licenses that demonstrate your expertise in the field of medical services.
2. **Availability of contact information**. Place the phone number at the top of the page so users can easily find it on any page on the site.
3. **Simplification of the registration form**. Use alternative entry forms with a minimum number of fields to reduce the barrier for users, especially if they are presenting with an emergency problem.
4. **Clear form goals**. Determine what action you want users to take through the form and communicate this right in the description.
5. **Simple interface**. Make sure that the process of filling out the form and other actions on the site are simple and understandable for users. Use tooltips and clear icons to improve the user experience.
6. **Adaptive design**. Make sure the site displays correctly on all devices, including mobile phones and tablets. This is especially important for healthcare websites, as users often search for emergency information using their mobile devices.
7. **Testing**. Constantly conduct A/B testing on your site to evaluate which UI elements work best for your audience and increase conversions.
Thank you for your attention!
1. Introductory part - research objectives and methodology.
2. Part 1 and Part 2 - analysis of the completeness of basic information about the clinic.
3. Part 3 - “Information about services” - checking the completeness of information about the clinic’s services offered.
4. Part 4 - “Service pages” - assessment of the quality of content on service pages.
5. Part 5 - “Destination Pages” - analysis of content on destination pages.
6. Part 6 — “Doctors’ cards” — design of doctors’ cards on the website.
7. Part 7 — “Disease pages” — analysis of content about diseases on the site.
8. Part 8 - “User convenience” - checking website interfaces, appointment forms and contact methods.
9. Part 9 - “UI elements that affect conversion” - you are here.
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