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Case Study

Medivet – Conversion Optimisation

Medivet, a UK-wide veterinary group, partnered with Filter to improve online bookings and registrations. Despite strong PPC traffic, new client registration levels were low.

 

We implemented a CRO strategy to streamline their corporate website’s user journey and boost engagement, supported by third-party A/B testing tools.

Continuous Improvement Test & Learn Approach WordPress Development
A veterinarian in blue gloves examines a dog's ears in a clinical setting. The dog appears calm, and the background shows shelves with medical supplies, emphasizing a caring environment.

Introduction

Boosting Conversions for Medivet Through Testing & Experimentation

To help Medivet improve online bookings and registrations, we applied our Conversion Rate Optimisation (CRO) expertise to streamline the user journey and increase engagement.

 

Taking a data-led approach, we used tools such as Microsoft Clarity, to gain deeper insights into user behaviour. Heat mapping allowed us to see exactly how visitors interacted with pages, where they clicked, scrolled, or dropped off, highlighting friction points in the booking and registration process.

 

These insights informed A/B testing hypotheses around content, imagery, page flow, and CTAs. Testing and heatmap analysis allowed us to optimise layouts, refine messaging, and improve visuals to drive more efficient bookings and registrations.

 

Relationship Length

Long-term digital partner

Focus

Data-led conversion strategy to drive vet practice registrations & appointments

Visit The Site

Problem Problem

  • High PPC traffic but low conversion rates
  • Unclear user journey
  • Engagement tools underused
  • Registration process was too complex

Solution Solution

  • Created a data-led CRO strategy
  • Delivered UI updates, A/B tests and experiments
  • Enhanced user flows and CTA visibility
  • Used third-party tools for flexible testing

Result Result

  • Increased conversion rates
  • Improved understanding of user behaviour
  • CRO now informs wider digital strategy
  • Enables ongoing, scalable site improvements

An illustration depicting a digital interface with notifications for sign-ups and new bookings related to Medivet, showcasing clear data-driven insights and user engagement metrics.

The Challenge

Medivet’s digital campaigns were successfully driving traffic, but users weren’t converting. Drop-offs across key journeys meant crucial actions were frequently left incomplete.

Our objective was clear: reduce friction by enhancing CTA visibility, strengthening trust signals, and optimising page layouts.

The CMS, however, restricted testing speed and flexibility. To overcome this, we implemented tools that enabled rapid experimentation, performance tracking, and swift rollouts, empowering the team to iterate quickly without heavy reliance on developers

Our Approach

High-fidelity UI mockups brought these ideas to life, and changes were implemented via the CMS with added flexibility for A/B testing.

To scale testing, we experiemented with platforms, such as VWO and Convert.com, enabling real-time performance tracking and broader experimentation across Medivet’s digital ecosystem. This allowed us to respond quickly to user behaviour and shifting business priorities.

A laptop displays two webpage designs labeled A and B alongside a chart representing usability testing results. This visual emphasizes the process of comparing user experience through data-driven insights.
An infographic depicting a web interface surrounded by icons representing communication, scheduling, and user engagement, illustrating a collaborative process with diverse individuals connected through circular arrows.

Results

Our data-led, test-and-learn approach has delivered insights that go beyond individual tweaks, helping shape wider improvements to UX and UI.

Medivet now benefits from a scalable, always-on CRO strategy powered by real user data, third-party tools and AI-generated hypotheses.

The result is a more efficient, personalised experience that drives bookings, registrations and long-term customer engagement.

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Why This Story Matters

This case study highlights the power of working with real data to shape digital experiences. Rather than assuming what works, Filter partnered with Medivet to ask the right questions, test different approaches and use evidence to guide the evolution of their website.

The result is not just a better user experience but a smarter, more adaptive platform that helps pet owners take action more easily. It reflects a broader shift towards digital maturity and a focus on sustainable, measurable improvement.

Two veterinary professionals carefully examine a small dog, using an otoscope to check its ears. One technician holds the dog steady while the other focuses on the examination, demonstrating compassion and care.

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