Helping people find relief
Fix Your Own Back is a health services site that offers specific stretches and exercises for people with chronic lower back pain.
Dr. Snell created this program several years ago, in response to many of his patients that came in with near debilitating back pain. In general, the users have been suffering from chronic daily back pain for years, and this was impacting their daily lives so much that many couldn’t run around with their kids, or even pick up a bag of groceries. In just a few short sessions, and with some very simple exercises, he was able to get rid of all or almost all of their pain.
After seeing how grateful people were, and how frustrated they had been, he started Fix Your Own Back to reach a wider audience and help more people. Most users ended up on the site after trying numerous options that didn’t work, and either doing a search or being referred. They were frustrated, jaded, and sometimes desperate — but still hopeful that something could help them.
Overall, there are three mains demographics that visit this site: mothers with young children that experience lower back pain after pregnancy and child care, middle aged men that were active during college but have become more sedentary and are experiencing pain when they’re trying to be active, and older veterans that suffer from chronic pain due to age or previous injury.
Users were reaching the site but not clicking through to the main call to action, which was signing up on the email list.
This was the original home page, and with another product launch starting, Dr. Snell decided he wanted to optimize his site.
So, we created some new goals that would help us know whether or not our marketing and design changes worked. They were simple and data driven:
- Get people to sign up with their email
- Get users to watch the video
- Help keep users engaged after signing up on the list
My role in this project was to help with marketing copy for the product launch, and offer design insights.
The exercises listed on this site helped people that had been suffering from debilitating back pain for years. The problem was that new visitors didn’t realize this.
I reached out to site visitors to get insights on the copy and design of the site. There were a few recurring themes that I heard:
- People didn’t know where they were supposed to click or where they were supposed to go
- People didn’t understand the language being used
- People didn’t know if the site was for their back pain
I used that information to create user personas for the three main user demographics:
After reviewing the site and talking with users, the biggest challenges were that the site’s navigation was too confusing, with too many calls to action. By simplifying the site’s architecture and making sure there was very clear path for the user from arriving on the site through completing the 3-minute test, I believed we would see a big increase in conversions, as well as a decrease in drop-offs in the middle of the process.
This was my proposed site flow:
This was a high level overview of how the site should flow, so that we could make sure that users were being properly directed through email sign up and membership. Since Dr. Snell is extremely active within the chiropractic community, the site also needed a portal for other doctors to visit. All the articles, videos, and updates specifically for doctors were listed under Resources. While users may click on the Resources link, there was never any direction for users to go to that page.
I created a site design that answered user needs and made it easier for them to solve their problem, while reaching our goals.
I updated the copy on the entire site, removing medical jargon, highlighting the fact that relief was actually possible, and using the words users and patients used. I used personal testimonials throughout the site to show proof and create trust.
It was particularly important to put these on the home page. If people were unsure about watching the video, seeing social proof on the front page would make them curious enough to watch the video.
I removed extra calls to action so the site was easier to navigate by removing buttons and condensing options into the navigation bar. I emphasized the 3 minute test, which was the beginning of the sales funnel, so that the immediate option for a visitor was to select the test.
Here’s the final home page design:
In addition, we needed to drive people to the site and have a larger reach.
So, I created three landing pages based on his core demographic:
RESULTS & REFLECTIONS
We increased email signups, click throughs, and ultimately secured more memberships.
I got the opportunity to work with the software developer for design implementation, and also got very deep in the copy and design on this site. Overall, we were happy with the results, and were able to stay within the timeline for the launch.
If I were to do this again, I would make some different design choices on the home page, and ensure that the site was even more stripped down to help new users navigate the site more easily.