TL;DR
The Problem: Faced with a dated website that attracted the wrong audience and had a confusing signup process, Physitrack needed to increase practitioner conversions and build trust.
The Solution: Our partnership focused on overhauling the user registration flow to reduce friction and implementing a rigorous A/B testing strategy to optimise key conversion points.
The Outcome: The results included a 120% increase in signup completion, a 61% lift in marketing opt-ins, and a website their team now feels empowered to manage.
Introduction
Physitrack is a global leader in the health-tech space, providing practitioners with cutting-edge software for remote patient engagement and exercise prescription. Their goal is simple. They want to help clinicians build better relationships with their patients and achieve better health outcomes. Their marketing website is the first step in that journey, aiming to bring physiotherapists and clinical teams into their ecosystem.
While the business was attracting significant traffic, there was a disconnect. The website wasn't speaking to its core audience of practitioners and was failing to convert the visitors who mattered most. They needed a partner to help them build a digital foundation that not only looked the part but worked hard to turn interest into action.
The Challenge
The design felt dated, which eroded trust and failed to reflect the modern, innovative nature of their software. For a health-tech leader, first impressions matter, and the website was not creating the confidence needed to convert high-value practitioners.
01
Design That Eroded Trust
The design felt dated, which eroded trust and failed to reflect the modern, innovative nature of their software. For a health-tech leader, first impressions matter, and the website was not creating the confidence needed to convert high-value practitioners.
02
The Registration Bottleneck
The biggest hurdles were in the middle of the funnel. A long, single-page registration form created significant cognitive load, causing a high drop-off rate. Users were abandoning the process before completing their signup, leaving qualified leads on the table.
03
The Wrong Audience Problem
Their top-of-funnel SEO efforts were attracting a high volume of patients, not the physiotherapists who were the actual decision-makers. This meant their conversion efforts were spent on the wrong audience. Additionally, the website felt like a scary black box to the internal team, difficult to update and hard to manage, creating a bottleneck that prevented the marketing and sales teams from using it as an effective tool for growth.
The Solutions
Our partnership was grounded in a simple goal: to make incremental, data-driven changes that delivered major impact. We did not just rebuild pages. We rebuilt processes and empowered the team with a culture of testing and iteration.
01
Intuitive Signup Flow
The original registration process was the biggest barrier to growth. We replaced the cumbersome, single-page form with a frictionless, multi-step experience. By breaking the journey into smaller, digestible chunks and improving the visual design, we made the process feel less daunting. This immediately improved user experience and led to a dramatic increase in form completions. We also used this opportunity to build a new onboarding flow, helping gather better marketing and sales data to fuel future growth.
02
Data-Driven A/B Testing
We believe that small details can make a huge difference. To increase marketing opt-ins, we hypothesised that a small, pulsing red dot next to the opt-in toggle could tap into learned user behaviours. We ran an A/B test using Optibase, and the results were undeniable. The version with the red dot increased marketing opt-ins from 10.05% to 16.18%. That is a 61% uplift. This single, tiny change, implemented without any developer resources, significantly grew their marketable user base.
03
A Clearer, Manageable CMS
A website should be a tool for growth, not a source of frustration. We restructured their Webflow CMS and simplified the backend to make it truly manageable for their team. By providing training and establishing a clear structure, we turned the "black box" into a powerful asset. Now, their marketers, designers, and salespeople can make updates with ease and confidence.
"Tahi have been brilliant to work with. Friendly, fast and always deliver high quality work. Everything’s been smooth from the start and they’ve made the whole process easy. I’d highly recommend them to anyone looking for a reliable web team."
Evan Kwan
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Marketing Manager, Physitrack
The Results
Our partnership with Physitrack focused on tangible outcomes, and the results demonstrate the power of a strategic, iterative approach.
The redesigned signup and onboarding flow was a clear success, increasing the form completion rate by 120%. By reducing friction and improving the user experience, we were able to guide more qualified leads from interest to action.
Our commitment to testing delivered significant value. The "red dot" experiment lifted marketing opt-ins by 61%, providing the Physitrack team with a much larger audience for their email marketing efforts. Alongside this, a full homepage redesign helped to better communicate their value, reducing the bounce rate by 25% and ensuring the right users stayed to explore.
Perhaps most importantly, we transformed the team's relationship with their own website. They now have a powerful, flexible tool they feel confident using every day. The website is no longer a bottleneck but a catalyst for growth.
Final Remarks
This partnership with Physitrack highlights a core belief we hold at Tahi Studio. The most powerful results often come from a relentless focus on testing and improving the things that matter most. Instead of a one-time, big-bang redesign, we focused on building a solid foundation that allowed for continuous, data-driven iteration.
By simplifying core user journeys and embracing a culture of testing, businesses can unlock significant growth. The key is to build a system that not only works for your customers but also empowers your team for the future. This project is a perfect example of how a true partnership can turn a complex challenge into a clear, sustainable, and successful path forward.
