Case study · ReadySetCare · Digital health · Landing pages · UX + CRO
Redesigning caregiver landing pages: conversion up from 6–9% to as high as 20%
Redesigning landing pages for family caregivers, then testing every change.
The problem
What was getting in the way
ReadySetCare helps family caregivers save money, time and stress with free care maps, benefits help and other resources. Its landing pages converted at only a little over 8%. Text sat on top of busy images and was hard to read, the layout was cluttered with no clear hierarchy, and several pages scored poorly on speed. Visitors couldn't tell, within a few seconds, what the product was.
Goal: Raise conversion across the landing pages and user journeys by at least 25%.
The approach
How I tackled it
I started with who we were designing for: family caregivers in the US aged 18 to 50, a wide range that needed messaging that worked for everyone. A competitor review showed what worked elsewhere: universal headlines, product mockups, a clear value proposition, testimonials from users and experts, and several calls to action. I then rebuilt the page section by section (hero, how it works, features, experts, partnerships, testimonials, closing), wireframed it, and set up a two-month test plan so every change was measured before it spread.
Key decisions
The calls that shaped the result
Illustrations instead of stock photos
I argued for an illustrative style over lifestyle imagery to carry more emotion and stand out from stock photos. After one week the test page converted 56% better, at just over 14%, so we rolled it out to every landing page and channel.
Sharper subhead and a clearer form
I emphasised that the product is free, added an arrow pointing to the form, and added four short illustrated sentences on what you get when you sign up. Conversions rose 14% week over week, and users scrolling past the fold went from 73% to 88%.
Test, then learn what not to ship
Replacing the form with a button cut conversions by 30%, so we stopped that test. Adding more CTAs down the page that scrolled back to the form had almost no effect. Both results shaped what we built next.
The work
Selected screens
The result
What changed
Conversion moved from 6–9% to a steady 13%, reaching as high as 20%, well past the 25% target. Replacing heavy photos with light illustrations and cleaning up the backend also lifted the desktop speed score from 88 to 97 and the mobile score from 72 to 95.