Noah Webflow A/B Testing

During the last quarter of 2023, we ran an A/B test to improve our website's conversion rate and prepare it for a fresh look with updated branding. This test looked at different aspects like navigation, creating ideas, designing user experience, and analyzing local user preferences.

As a new telemedicine company in Hong Kong, Noah faced the challenge of building trust and attracting more patients.

During the A/B testing phase, which spanned a quarter, we iterated on various UX/UI updates each week, guided by principles such as Hick's Law and Fitts's Law. Among the tested functions and UI elements were the integration of rotating banners, refinement of product cards, enlargement of call-to-action buttons, and introduction of a "How it Works" page, leveraging principles of visual hierarchy and progressive disclosure.

Regular review of the latest results from each test allowed us to discern the most effective UI improvements to enhance performance, aligning with the principles of user-centered design and usability heuristics.

By the end of the quarter, our efforts yielded significant improvements, with the conversion rate of the ED page increasing by 35% in average and that of the HL page by 23%, demonstrating the efficacy of our UX/UI optimizations in line with the goals of enhancing user experience and driving conversions.