One of Virgil’s core programs is Accelerated Therapy, an intensive therapy program designed to get you back on your feet in as little as 4 weeks. Formerly known as intensive outpatient therapy (IOP), Virgil wanted to reposition the offering in hopes of better empathizing with the target audience and increasing conversion.
The goal of the project was to increase conversion by re-positioning intensive outpatient therapy (IOP) to Accelerated Therapy and make the messaging more informative and compelling.
To ground myself in the goal, I conducted an audit of current content and completed a competitive analysis. The result was two messaging hypotheses: Immediate Ignition and Rapid Relief.
Immediate Ignition hypothesis: By positioning Accelerated Therapy (IOP) as an immediate, approachable step toward getting back on your feet soon, we’ll increase conversion because we’ll have deciphered and crystallized the easiest first step toward better health.
Rapid Relief hypothesis: By positioning Accelerated Therapy (IOP) as a rapid solution to relieve the weight of carrying unbearable times alone, we’ll increase conversion because we’ll provide assurance that the pain isn’t permanent and there are real, qualified people to help taps away.
After reviewing with the team, we decided to test the performance of the Rapid Relief hypothesis on a landing page.
The landing page achieved a 17% conversion rate, the highest performing landing page in the history of the company