Laser Clinics Australia | UXR & UX

BACKGROUND

Laser Clinics Australia engaged us to overhaul their website, aligning it with their new brand direction while enhancing user experience. Our approach began with in-depth user research, uncovering critical insights to guide the experimentation and redesign.

This research revealed pain points and highlighted opportunities to introduce features to elevate the site's performance. By combining strategic insights with user-centric design, we delivered a website that reflects Laser Clinics Australia’s brand essence while seamlessly meeting the needs of their customers.

The Before:

USER RESEARCH

To guide Laser Clinics Australia’s website redesign and future experimentation, we conducted an extensive user research process, including:

• Google Analytics audit
• Best practices analysis
• Cross-browser testing
• Competitor analysis
• Analytics modelling
• Session recordings
• Heatmaps
• Customer surveys
• User interviews and tests
• Live surveys
• Card sorting

The research highlighted key areas for improvement that shaped the design strategy:

• Mobile Experience Optimisation: Mobile conversions were twice as poor as desktop, revealing the need for a mobile-first approach.
• Simplifying Menu Structure: An overly cluttered menu with no clear hierarchy hindered navigation and failed to emphasise primary CTAs.
• Page Hierarchy and Content Engagement: Pages lacked structure and engaging content, particularly from the homepage to service pages.
• Online Booking and Buying Flows: Existing booking and buying processes could have been more efficient, requiring optimisation based on usability testing insights.

Our AB testing initiatives planned to tackle these issues by refining the booking and buying flows to deliver a seamless user experience.

DESIGN JOURNEY

DESIGN JOURNEY

Our approach focused on a user-centred redesign that directly addressed the findings from our research:

Mobile Experience Optimisation

• Designed with a mobile-first approach to deliver a more intuitive user experience.
• Scaled elements effectively to ensure pages didn’t become overly long or cluttered.
• Prioritised easy-to-scan layouts, reducing cognitive load and avoiding an overwhelming user experience.

Simplifying Menu Structure

• Refined the information architecture (IA) to support SEO and improve content discoverability.
• Integrated visual banners to highlight key treatments and draw attention to priority areas.
• Designed the menu to cater to different browsing styles, accommodating functional needs (e.g., specific services) and outcome-driven exploration (e.g., desired results).

Improved Page Hierarchy and Content Engagement

• Highlighted promotions prominently to capture attention and drive user engagement.
• Spotlighted key services with clear, intuitive layouts, making them easy to find and navigate.
• Incorporated trust and assurance factors, such as testimonials and certifications, to build user confidence and reassurance.

Optimised Booking and Checkout Flows

• Simplified booking and checkout processes by reducing steps and enhancing usability.
• Incorporated trust signals like reviews and secure payment indicators to boost user confidence.
• Ensured seamless, consistent experiences across all devices, streamlining key user actions.

Results

RESULTS

The Laser Clinics Australia website redesign delivered measurable improvements across user experience and business outcomes:

While specific figures remain confidential, the project delivered notable outcomes:

• A mobile-first design improved usability and significantly boosted conversion rates on mobile devices.
• Simplified navigation, spotlighted promotions, and engaging content led to reduced bounce rates and higher time on-site.
• Streamlined processes increased treatment bookings and improved the overall customer experience.
• The modernised design aligned with Laser Clinics Australia’s premium image, building trust and loyalty among customers.

By combining research-driven strategies with user-centred design, we delivered a sharp, high-performance website that aligned seamlessly with Laser Clinics Australia's business goals.

As part of this journey, we used precision experimentation to fine-tune the design and achieve measurable, targeted outcomes.