Client Snapshot

MatchDay Health helps clinicians - nurses, physical therapists, allied health professionals - transition into non-clinical roles. The fellowship had strong product-market fit (PMF) and word-of-mouth, but digital conversion lagged.

Baseline:

• 5–10 bookings/day

• ~$20K MRR plateau

• 2% average conversion across key funnels

The Challenge

Visitors resonated with the mission, but weren’t taking the next step. Analysis surfaced three blockers:

1. Generic positioning: Read as “career coaching” vs. “healthcare-specific transition expert.”

2. Diffuse CTAs: Competing for attention.

3. Unclear proof: Lack of evidence that peers had successfully transitioned.

The team needed a systematic way to validate hypotheses fast - without tying up developers.

The Humblytics Approach

Program Goals

• Speed to insight: Launch tests in hours, not sprints.

• Zero developer dependency: Use Humblytics’ built-in experiments and visual edits.

• Privacy by design: Maintain 99%+ measurement accuracy in a regulated category with cookieless tracking.

• Full-funnel visibility: Heatmaps, Funnels, and Form events to diagnose drop-off and attribute lift.

Operating Model

• Cross-functional squad: Performance Marketer, Media Buyer, CRO Specialist, Sales Director.

• Cadence: Weekly review, implement winners immediately.

• Statistical guardrails: 95% confidence, 1–2 week runs; segment by device and channel post-win.

Integrations & Data

• Forms/Bookings: Native tracking for GoHighLevel forms and Typeform embeds.

• Attribution: UTM discipline for Facebook & Google; multi-channel views in funnels.

• Insights: Heatmaps for CTA engagement and scroll-depth; click maps for hero & testimonial blocks.

What We Tested: 4 High-Leverage Experiments

1. Hero headline: ICP-specific pain points

   • Shifted from generic career messaging to direct language about clinician burnout, limited growth, and work-life balance.

   • Impact: Largest single lift; set the foundation for all other wins.

2. Primary CTA placement & copy

   • Consolidated to one action (“Book a Career Transition Call”).

   • Elevated above the fold and repeated contextually on mobile.

3. Social proof architecture

   • Replaced generic testimonials with nurse/PT outcomes, titles, and transition roles.

   • Added logo strip and concise before/after callouts.

4. Form design & fields

   • Reduced friction (fewer fields, progressive disclosure).

   • Variant with expectations framing (“What happens on the call”) boosted completes and show-up rate.

Why these first?
High visibility, message-market alignment, and lowest engineering effort = fastest time-to-value.

Insights That Drove the Wins

• Specialized positioning beats general coaching: Clinicians respond to healthcare-native language and peers’ outcomes.

• One page, one job: Single primary CTA focused attention; secondary links moved to footer.

• Trust converts: Peer testimonials and light-weight proof (role transitions, timeframes) calmed risk perceptions.

• Mobile-first patterns matter: Above-the-fold CTA and sticky bottom bar increased tap-through on small screens.

Results

Conversion & Revenue

• Primary funnel: 2.4% → 6.11% for visitors to appointments booked

• Leads Generated: 5–10 → 20–30 (+300%)

• Revenue: ~$20K → High six-figures in revenue

• Media efficiency: Same ad spend; higher lead quality and show-up rates

Channel Observations

• Facebook: Delivered the highest-quality leads for the clinician audience.

• Google, Direct, and referral traffic: Assisted; UTM rigor clarified each source’s role in the journey.