Case study
Assisted living website conversion optimization case study
This case study covers conversion optimization on an assisted living lead generation website. Heatmaps showed how families read the property pages, so Convertica added calls to action at the end of each section and in the desktop navigation bar. Clicked calls to action and form submissions both rose.
Assisted living website conversion optimization at a glance
This assisted living website conversion optimization case study added call to action buttons at the end of each content section of a lead generation site's property pages, and to the sticky navigation bar on desktop. Desktop and mobile combined, clicked calls to action rose 162.65% and form submissions rose 42.32%. The test length was not published.
| Client | A lead generation website in the assisted living niche that connects family caregivers with care homes or carers (not named in the original case study) |
|---|---|
| Pages changed | The property pages |
| Research | Heatmaps and click maps |
| What changed | A call to action button at the end of each content section (desktop and mobile), plus one in the sticky in-page navigation bar (desktop only) |
| Headline result | +42.32% form submissions, desktop and mobile combined |
| Also reported | +162.65% clicked calls to action, desktop and mobile combined |
| Confidence and test length | Not published in the original case study |
Who was the client?
The client ran a lead generation website in the assisted living niche. It connects family caregivers with suitable care homes or carers, and publishes resources for people looking into the different care options. The original case study does not name the company, so this page does not either.
The pages that matter most are its property pages, which describe individual care options in sections. A lead is a form submission sent from one of them. Families looking at care for a parent or partner tend to read carefully and compare several options before they get in touch, and the property pages were built for that kind of reading.
What was the problem on the property pages?
The property pages did not have enough call to action buttons, and the ones they had were hard to see. The heatmaps suggested families were reading the content section by section, but when they finished the part they cared about there was no clear next step in front of them. The page asked them to go looking for the form.
On a short page that costs little. On a long property page, read in pieces and in a different order by each visitor, it means the moment a family is ready to ask about a home often passes with no button in sight.
How heatmaps showed where families read
The team used heatmaps and click maps to find the sections of the property pages where visitors interacted most. A heatmap shows where attention and clicks gather on a page; a click map shows exactly what people click, or try to click. Together they show how a page is actually used, not how it was designed to be used.
Based on these observations, the team formed three hypotheses:
- Users read through each section of the property pages.
- On desktop, they mainly use the in-page navigation bar to move between those sections.
- There were not enough call to action buttons, and the existing ones were not easy to see.
Each hypothesis pointed to a placement. If visitors read whole sections, a button belongs at the end of each one. If desktop visitors steer with the navigation bar, a button belongs in the bar.
What changed on the property pages?
Convertica added call to action buttons at the end of each section of content on the property pages, on desktop and on mobile, so visitors had easy access to the next step right after reading the section they were interested in. On desktop only, it also added a call to action button to the sticky bar that holds the in-page navigation.
| Change | Devices | Observation behind it |
|---|---|---|
| A call to action button at the end of each content section | Desktop and mobile | Visitors read through each section; there were too few buttons and they were hard to see |
| A call to action button in the sticky in-page navigation bar | Desktop only | Desktop visitors moved between sections mainly with the navigation bar |
The original case study describes only these placement changes: the aim was to put the next step where visitors' attention already was.
The original case study has no screenshots of the property pages before or after the change, only a stock photo, so none are shown here.
What were the results?
Desktop and mobile combined, clicked calls to action rose 162.65% and form submissions rose 42.32%. Form submissions are the leads the business sells on, so the 42.32% is the figure that matters. The original case study does not report the test length, the confidence level or a split by device.
| Metric as reported | Change | What it measures |
|---|---|---|
| Clicked calls to action | +162.65% | Visitors clicking a call to action button: the first step toward a lead |
| Form submissions | +42.32% | Completed enquiry forms: the leads themselves |
The gap between the two numbers is normal. More buttons in more places bring many more clicks, and some of those visitors look at the form and leave. A test that reported only clicks would have made the gain look almost four times bigger. This one tracked the submissions too, which is the number to judge it on.
Lessons for assisted living website conversion optimization
The lessons from this assisted living website conversion optimization test apply to any long page that people read closely before they enquire, from senior living and care home sites to property, education and healthcare lead generation: learn how the page is read, put the next step where reading ends, and judge the result on completed leads.
- Find out how visitors use the page before you change it. Heatmaps, click maps or scroll data show which sections get attention. The best placement for a call to action comes from that behavior, not from a template.
- Put a call to action where each section ends. A visitor who has just read about the care, the rooms or the location is at a natural point to ask a question. Give them a button there.
- Use the navigation visitors already use. If people steer a long page with a sticky bar, a button in that bar is in view the whole time.
- Take extra care on long pages and on mobile. The original case study makes this point itself: the longer the page and the smaller the screen, the further a visitor is from any single button.
- Judge the test on leads, not clicks. Here clicks rose 162.65% and submissions 42.32%. Report both, decide on the second.
One more check now matters on sites like this: families can now ask AI assistants to shortlist care options, and an AI agent can only send an enquiry if it can find the form and understand what each field asks. Plain, labeled buttons and form fields in the HTML serve both families and agents. Agent readiness is one of the eight checks in Convertica's free CRO audit.
What this means for your site
If your site generates enquiries from long, detailed pages, ask where a visitor is when they become ready, and whether a button is in front of them at that moment. Convertica's free CRO audit checks your page for people and for AI agents and ranks what it finds by likely impact: enter your website and email, and watch it run live. To size a test of your own, use the A/B test sample size calculator.
For more lead generation tests, read the lead generation case study on a popup quote form, the SaaS CRO case study on free trial sign-ups, and the Empire Flippers case study on a step-by-step valuation form.
Assisted living case study FAQ
What did this assisted living website conversion optimization test change?
It added call to action buttons at the end of each section of content on the site's property pages, on desktop and mobile, so a visitor could act right after reading the section they cared about. On desktop only, it also added a call to action button to the sticky in-page navigation bar.
What were the results?
Desktop and mobile combined, clicked calls to action rose 162.65% and form submissions rose 42.32%. Form submissions are the leads, so 42.32% is the figure that matters to the business. The original case study does not say how long the test ran or what confidence level it reached.
How did the team decide where to put the calls to action?
From heatmaps and click maps of the property pages. They showed which sections visitors interacted with most, that visitors read through each section, and that desktop visitors moved between sections mainly with the in-page navigation bar. The buttons went where that attention already was.
Why did clicks rise more than form submissions?
Because a click is only the first step. More visible buttons bring more clicks, including from visitors who look at the form and leave. Clicked calls to action rose 162.65%; form submissions, the completed leads, rose 42.32%. Judge a test like this on submissions, not clicks.
Does this apply to senior living and care home websites?
The method does. Families researching care read long pages closely and decide at different points. Find where they read, from heatmaps or scroll data, and put a clear next step at the end of each section and in any sticky navigation. Test it on your own pages, because results vary by site.
Can Convertica help with my senior living website?
Convertica starts with the free CRO audit, an app that checks your page for people and for AI agents while you watch. After it, CRO advisory, led personally by founder Kurt Philip with Convertica's CRO team, gives you ongoing direction on what to fix and what to test while your team builds the changes. Or, with full implementation, Convertica's team builds the fixes from your audit. Both are priced after your audit.