Lumino
Category
Conversion Rate Optimisation
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Lumino is one of New Zealand's largest dental providers, operating a nationwide network of practices.
About the Project
Healthcare decisions are often high-consideration purchases. Small moments of uncertainty can create significant drops in conversion performance.
The objective was to identify friction throughout the customer journey and improve how prospective patients moved from consideration to booking.
Understanding User Behaviour
Every optimisation programme began with understanding how users were interacting with the experience.
Using behavioural analysis, user journey mapping and experimentation, opportunities were identified across key landing pages and service journeys.
Invisalign Service Page Optimisation
The Invisalign service page attracts users actively researching treatment options and comparing providers.
The existing experience contained valuable information but lacked a clear progression towards enquiry and booking.
The experiment focused on:
Clarifying treatment benefits
Improving information structure
Strengthening trust and credibility
Creating a more prominent conversion pathway
Result
+172.60% increase in practice bookings
The test demonstrated the impact that clearer information architecture and stronger conversion pathways can have within high-consideration healthcare journeys.
Reducing Friction
The focus wasn't redesigning entire experiences.
Instead, it was identifying the moments where uncertainty, confusion or distraction prevented users from taking action.
Changes included:
Improved information hierarchy
Clearer calls to action
Stronger value communication
Simplified decision making
Testing Before Assuming
Every recommendation was supported through experimentation.
A structured testing programme allowed decisions to be validated through real user behaviour rather than opinion.
Location Page Optimisation
Location pages play a significant role in helping patients choose a practice and take the next step towards booking.
Analysis identified opportunities to improve the visibility of key information, strengthen calls to action and reduce friction within the decision-making process.
The revised experience focused on:
Improving content hierarchy
Increasing booking visibility
Strengthening trust signals
Creating a clearer path to conversion
Result
+54.55% increase in practice bookings
The outcome reinforced the importance of aligning information delivery with patient intent and reducing decision friction.
Measurable Outcomes
The programme delivered measurable improvements across key booking journeys and continues to contribute to patient acquisition growth across the network.
