Laser Clinics Australia / CRO

BACKGROUND

Laser Clinics Australia partnered with us to elevate their online experience through a data-driven redesign. Alongside their new website, we incorporated experimentation at the core of the project, using iterative testing to validate design decisions and optimise user journeys. By combining rigorous user research with strategic A/B testing, we identified opportunities to reduce friction, increase engagement, and drive conversions. This iterative approach not only enhanced the site's usability but also ensured continuous improvement aligned with business goals.

Approach

Data-Driven Decisions

We prioritised experiment ideas backed by the strongest data, ensuring every test was informed by clear user behaviour insights and business objectives.

Strategic Planning

Each change was carefully planned to address meaningful pain points and deliver measurable improvements to the user experience. We tested in areas including:

• Treatment journey
• Booking journey
• Home page
• Navigation
• Notification tiles

Version Testing

We designed multiple variations for key elements, such as booking flows and treatment pages, to evaluate their effectiveness. By testing different approaches - from layout changes to messaging tweaks - we gained valuable insights into what resonated most with users, ensuring every change maximised engagement and conversions.

Analysis to Deployment

The results of each experiment were thoroughly analysed, uncovering actionable insights to guide future improvements.

We worked closely with Laser Clinics Australia to deploy the winning versions, integrating the changes smoothly into their website.

RESULTS

The Laser Clinics Australia website experimentation program focused on delivering measurable improvements, particularly within the treatment and booking journeys:

• Experiment-driven enhancements to the booking process increased conversions and reduced friction.
• A data-backed approach to testing navigation and promotions led to lower bounce rates and higher engagement.
• Testing variations in content and processes optimised treatment bookings and streamlined the user journey.
• Experiments informed modern design elements that reinforced Laser Clinics Australia’s premium image and built customer trust.

Our top 3 experiment results included:

• 18% more bookings to treatment bookings via optimising treatment selection
• Optimising the home page resulted in $11k more revenue during testing
• Sending more people to “book now” resulting in $38k more revenue during testing

By integrating research-led strategies and iterative experimentation, the program ensured the website not only delivered a superior user experience but also aligned with Laser Clinics Australia’s business goals. Learn how experimentation drove these results by clicking here.