Improving cost and service transparency at checkout
Nurx offers a telehealth subscription service that provides convenient access to care for common women’s health needs—including birth control, skincare, and mental health—through asynchronous provider support and prescription fulfillment.
THE PROBLEM
The Nurx conversion funnel collects medical, payment, and shipping information prior to checkout. However, at the final step, there is a striking rate of drop off ranging from 25–60%.
TEAM
• Associate director, product
• Engineering manager
• Business stakeholders
Narrowing the focus
While all 12+ service lines shared the same cart page, not all service lines performed the same - nor were their offerings created equal. Mental health saw nearly double the checkout drop-off rate compared to lower-acuity service lines. This directly correlated with its unique product structure—it requires a $59 monthly subscription fee in addition to the cost of medication. For this reason we chose to focus our test efforts on the mental health service line.
Getting unbiased feedback
The team—including myself—experienced a bit of confirmation bias, which made it challenging to let go of our preconceived notions about what “checkout” needed to be.
This test had a quick turnaround of just two weeks. To quickly re-evaluate how we present treatment information in a way that aligns with patient expectations, I recruited a panel of five friends and family for a moderated usability test focused on content design. Their feedback provided additional context to guide directional learnings from our previous tests.
These moderated sessions validated our assumptions:
The checkout page was misrepresenting our service offering
Users didn’t understand what they were actually paying for. In reality, patients pay for provider time, and medication is billed separately after checkout. When asked what they expected to receive with their “purchase,” all participants assumed they were paying for medication.
Hiding subscription details was undermining trust
Much of the important pricing information—including the monthly subscription fee—was buried in tooltips, which users didn’t realize they would be paying. This lack of transparency eroded both trust in the brand and checkout intent.
How might we provide clarity and trust in Nurx as a service at checkout?
What changed:
We reevaluated the content with clarity as the priority, reorganizing the hierarchy to accurately reflect the checkout offering—provider care with the potential to prescribe. Any language suggesting that medication was required for payment was removed.
📋 Content strategy
🩺 Value of clinical care
We added the value props of clinical care to justify the cost of treatment.
It was crucial to make the monthly subscription pricing visible. We reframed the initial consultation as the first month of care, aligning with how competitors present it. (When we tested this pricing presentation separately from the design changes, we saw an encouraging +8% increase in checkout CVR!)
💰 Subscription pricing
Patients’ main goal is to get a prescription. We updated the medication detail to clarify that providers will prescribe medication when appropriate, but medication costs are separate.
💊. Medication costs