Health and Wellness Blog Project

About the client

To promote wellness and healthy living, a leading global food company launched a blog featuring educational content on health and well-being. The platform offered practical tips, lifestyle advice, and articles on balanced nutrition, alongside the option to consult with a professional nutritionist through online sessions. This initiative aimed to create a resource for individuals seeking guidance and inspiration for a healthier lifestyle, blending expertise with accessible, engaging content.

Objective

The goal of the Hub was to enhance the organic visibility of its healthy living brand on Google. Additionally, it aimed to provide a unique experience for visitors by offering free, live interactions with an online nutritionist. Later, the Hub would also serve as a tool to boost sales of healthy products through its e-commerce platform.

CRO Results

Pain: People aren't clicking on the exclusive live chat feature with nutritionists

After performing an A/B test of copy and small visual adjustments, the online nutritionist chat tool saw a +380% increase in consultations.

Results

Translating the graph 🤫: It is possible to observe that, after the Live Chat optimization was implemented in March (Mar/23), the number of appointments increased drastically.

With more people using the tool, it was also necessary to improve the experience of nutritionists themselves. To this end, optimizations were made to the form

• Modified approach: Previously, it seemed like you were talking to a robot, not a nutritionist

• Add a pre-form before the chat, where the person briefly mentioned the reason for the consultation, through a checkbox
  

This solution helped users in relation to the topic to bring to the nutritionist, helped the nutritionist with prior information and shortened the time of use (in a positive way) in the functionality, being more objective and direct.