Curam case study: Curam’s +35% conversion uplift using experimentation

Curam's success in driving a +35% increase in conversions is a testament to the power of data-driven experimentation. By thoroughly understanding their users and iteratively testing hypotheses, Curam was able to significantly enhance their platform’s performance and better meet their users' needs.



Working with the Hookflash team has been a delight. We operate in a very complex and competitive marketplace and have parted ways with two performance houses who fundamentally failed to move our dials. Hookflash's performance speaks for itself with hopefully more to come. We at Curam can’t recommend them highly enough.

Patrick Wallace - Director 

What was the objective?

Curam aims to provide a platform where users can find and connect with experienced Care Professionals who meet their specific care needs, offering choice and control. The goal of the experimentation was to improve user experience and increase conversions. 

What did we do?

As always, we started with the data we had available. Using a combination of GA4, Zuko and HotJar data we carried out an opportunity audit to understand the pain points and user journeys on the website.

GA4 gave us the data to help us answer questions like:

• How are users reaching the website? (organic, paid, referrals, direct etc)
• What are the top landing pages for each traffic source and how do they perform?
• Do they match the users intentions? (search terms, creatives, copy etc)
• How do users behave and navigate across the website? What features do they engage with?
• Does engagement with certain features have an impact on a user’s likelihood to convert? (eg. Postcode search)
• How does behaviour differ across the conversion flows?
• What is the journey from entry through to conversion?
• Are there any key drop off points in the journey?

HotJar allowed us to gather additional insights through their various features:  

• We used surveys to gather additional information on the what types of care that our users required and when they needed the care so we could insure our journeys matched their expectations (eg. If they need care immediately how can we make this process as quick as possible)
• We used interviews to gather more in depth feedback through live conversations with potential customers
• We used heatmaps and session recordings to hone in on important pages and journeys identified in GA4 to understand key CTAs and content engagement

Zuko allowed us to deep dive further into their conversion funnel to help us answer questions like:  

• For those who start the form, what is the form completion and form abandonment rates?
• Which steps of the form are users most likely to drop off?
• Which specific fields at each step of the form are causing abandonment?

All of these insights allowed us to build a roadmap of data driven experiment hypotheses.

Using AB Tasty, we tested 9 of the tests from the roadmap in a 6 month period, which included experiments such as:

• Copy & Placement
• User journeys and flows
• Form designs and form fields
• Tailored messaging 

What was the result? 

In their first 6 months of experimentation with Hookflash, Curam achieved a +35% uplift in conversions through 9 tests. These tests ran for 23 days on average and we also achieved a +12% uplift into their conversion funnel. 

What are the key takeaways? 

As well as some impressive uplifts we have proven that:

• Understanding user needs and pain points through tools like GA4, HotJar, and Zuko was crucial for building effective experiments.
• Regularly testing and iterating on key journeys on the website allowed Curam to continuously optimise the user journey, leading to growth in conversions.
• Identifying and resolving form abandonment issues played a significant role in increasing the conversion rate.