Empowering patients with cost transparency
Nurx is a consumer telehealth platform that provides convenient access to asynchronous care and medication delivery. We were tasked with creating an A/B test with limited time and tight constraints to improve checkout page conversion, a major drop-off point.
Narrowing the focus
All twelve service lines shared the same cart page, but they did not perform the same. Mental health saw nearly double the checkout drop-off rate (58%) compared to lower-acuity service lines (~20%), correlated with its unique product structure, which requires a $59 monthly subscription fee in addition to medication cost. We chose to focus test efforts on the mental health service line, with service scalability as a primary design goal.
Getting unbiased feedback, quickly
The team experienced some confirmation bias about what “checkout” needed to be. To re-evaluate quickly, I recruited a panel of five friends and family for a moderated usability test focused on content design.
Isolating changes to solve both problems
Test 1
Surface the monthly subscription fee
We isolated pricing from design to avoid conflating results, reframing the initial consultation as the first month of care. Keeping the experiment lightweight got a clear signal in 3 days.
Result: a 2% increase in checkout CVR, a clear signal that setting clear price expectations positively impacts the business.
Test 2
Improve cost and service transparency
We took a bigger swing and restructured the page to match our service offering: you pay for provider time now, medication is billed separately. Changes included:
- Content clarity: simplified hierarchy to present what a patient is paying for
- Clinical value: added value props to justify cost
- Subscription pricing: increased visual emphasis, isolated as the sole line item
- Medication costs:clarified they’re billed separately
Impact
A foundation for checkout experimentation
The new checkout wasn’t designed for a single test, it was designed to evolve. By separating pricing into its own component, the business could introduce new billing models, like quarterly pricing, without redesigning the experience. The result was a flexible system that could adapt alongside the product.
