Marketing & search · Planning worksheet

Healthcare campaign landing pages: reduce form friction

Illustrative situation

A simple introductory enquiry form asks for extensive personal information before the team knows whether it is needed. Visitors abandon the process midway.

The decision

Request only information needed for the stated first step and route sensitive service details through approved processes. Explain what happens after submission.

Rehearse this before accepting the change

Complete the form using fictional details, leave one required field empty and confirm recovery preserves the other answers and explains the problem.

Use fictional examples and an authorised test environment. Record what happened, the evidence you inspected and any issue that still needs a responsible owner.

Choose a useful measure

Track form starts, validation failures and successful completions without collecting unnecessary field contents.

Agree the definition and baseline with the team doing the work. Review the result over a comparable period and note other changes that could affect it.

Your planning worksheet

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

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Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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