Our goal was to increase the conversion rate on the Weight Medication Landing Page by making it more engaging and user-friendly, particularly in areas where drop-offs were observed.
A redesigned variant of the landing page featuring new panels, simplified copy, and clearer visuals would lead to higher user engagement and improved conversions by:
Offering more context and support to users,
Improving clarity through cleaner visuals and copy.
We conducted informal user interviews within the company to gauge how existing users interacted with the page and understand what information they valued most. Users indicated they appreciated straightforward, concise messaging and visuals but sometimes felt overwhelmed by dense content in the middle of the page.
Here are a few notes we got from our colleagues outside the Juniper team:
Why do you think the landing page is effective?
What elements can be improved?
“Take the quiz” feels broad. Users have to go through obstacles before getting an answer, and may be unsure if they're eligible for the program.
Video is most likely not to be clicked or watched. It feels too long and doesn't provide enough context about what the video is about.
Page length. Regular users may not scroll all the way to the bottom of the page.
Instead of showing the actual Juniper boxes, replace them with the brown box, as discretion is a big consideration.
“Medically backed treatment” is repeated in the hero section and could be replaced with a different message.
Move Trustpilot reviews higher up on the landing page and combine them with B&As/social proof to encourage people to convert.
Looking at competitors, we noticed:
Easy-to-follow CTAs that guided users step by step and a shorter quiz for eligibility.
Simple, clean designs with fewer distractions.
Content split into smaller, easy-to-read sections instead of overwhelming users with too much at once.
These findings helped us improve our CTAs and organize content to make it clearer and easier to navigate.