Medscape: Content Gating A/B Testing

Further increased conversion rate of First-Peak-Free widget by 1% after conducting numerous A/B tests

The How

We had the copy of the widget tailored based on the Topic ID of the article the user was on e.g. An article about Cardiology will have copy that targeted towards cardiologists or readers interested about cardiology

My Contributions

Research/ Ideation: Researched ways to further improve widget performance

Messaging/Marketing: Drafted messaging and value propositions to test

Execution/ Analysis: Oversaw the test and made decisions based on results.

CONTEXT:

We recently revamped the First-Peak-Free Widget by integrating an inline registration and login process directly within the widget, eliminating the need for redirects. A/B testing was incorporated into our product strategy roadmap to boost conversion rates.

PROBLEM:

Although we observed an overall increase in conversions for logged-in and registered users, our primary target was tier 1 physicians specializing in cardiology and/or oncology, as they represent the most monetizable segment. However, the widget was designed to appear only to anonymous or non-cookied users, which made it challenging to identify and target these specific physicians.

OPPORTUNITIES:

Leveraging insights from our marketing campaigns, we aimed to make the widget as targeted and tailored as our other initiatives. Analysis of content performance related to cardiology and oncology revealed higher conversion rates compared to other topics, indicating a clear opportunity for targeted engagement.

ACTION:

In collaboration with the marketing team, we developed targeted messaging and value propositions for specific segments. We then implemented A/B testing for various iterations of the content to identify the version with the highest conversion rate.

RESULTS:

The strategic use of A/B testing led to a further increase in registrations and login users by 1% on the widget, in addition to the initial 5% performance improvement.