Delving into the analytics helped us learn more about Alsana’s users and which parts of the website were most utilized, as well as pages with high abandonment rates.

We conducted our research through a 3-step CRO to identify drivers that bring people to the site, barriers that cause them to leave, and hooks that persuade them to convert.

Pain Points

Hard to read text, unclear value propositions, ambiguous services, missing CTAs, confusing content hierarchy, and no mobile-friendly designs.

User Goals

Assess and understand their eating disorder symptoms, find a location, discover treatment plans, feeling encouraged and supported throughout recovery.

After reviewing the analytics, we went to work on improving the look and feel of the site. Once we updated the visual UI, we made small changes to optimize for conversion and helped them make compliance adjustments based on ADA guidelines.

The biggest undertaking for our design team was creating an eating disorder checker for patients to anonymously assess their symptoms and seek treatment without fear or judgement.

We gathered symptoms of common eating disorders and designed a nine-question survey. At the end, Alsana recommends the best course of action for the patient depending on their answers.