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 tailored the widget’s messaging dynamically based on the article’s Topic ID. For example, a cardiology article displayed messaging specifically crafted for cardiologists or users interested in cardiology, creating a more personalized and relevant user experience.
My Contributions
Research & Ideation: Explored strategies to enhance widget performance through personalization.
Messaging & Marketing: Created targeted messaging and value propositions to test with different user segments.
Execution & Analysis: Oversaw A/B tests and analyzed results to guide optimization decisions.
Context
We had recently revamped the First-Peak-Free Widget by embedding inline registration and login flows, eliminating the need for page redirects. This enhancement was part of a broader A/B testing strategy aimed at increasing conversion rates.
Problem
While overall conversions improved, our main focus was on tier 1 physicians—particularly cardiologists and oncologists—who represent our most valuable user segment. However, since the widget was only shown to anonymous or non-cookied users, we lacked the means to identify and tailor messaging to these high-value professionals.
Opportunity
Drawing from marketing campaign insights, we recognized the potential to further personalize the widget, just as we had with email and ad campaigns. Performance analysis showed cardiology and oncology content yielded significantly higher conversion rates, pointing to an opportunity for targeted engagement through customized messaging.
Action
Partnering with the marketing team, we crafted specialized messaging and value propositions tailored to cardiology and oncology audiences. We deployed multiple A/B test variants of the widget content to determine which messaging resonated most and drove higher conversions.
Results
Targeted widget content increased registration and login conversions for cardiologists and oncologists by 1%, further optimizing performance among our highest-value user segments.
