CRO for
Dental Practices

We were running Google Ads and driving a solid 400 visitors a month to our contact page, but our front desk was only getting a handful of calls from it. We assumed the traffic quality was the problem. Nextvure ran the funnel audit and found that patients were hitting our booking form and dropping off because it asked for too many fields upfront. They tested a shorter two-field version against the original and ran it to statistical significance. Within six weeks of implementing the winner, we went from 8 bookings to 34 bookings per month from the same traffic volume. The ad spend did not change at all.

I was skeptical about heat maps because I thought I already knew what was wrong with our site. The data showed something I would never have guessed: patients were clicking our practice logo repeatedly, looking for the phone number, because the number was buried in the footer and not visible in the mobile header. That is a basic navigation problem that no A/B test would have surfaced without the behavioral data first. Nextvure fixed the mobile header placement and tested it. That single change increased inbound calls by 40 percent within the first month. The rest of the program has built on that foundation.

I assumed that insurance information only mattered for patients who were already on the fence. Nextvure proposed testing whether moving the Delta Dental and Cigna logos above the fold on our services pages would affect form submission rate. I agreed to run it but was not expecting much. The test reached significance in five weeks and the logo-visible variant produced a 28 percent increase in form submissions. The explanation makes sense in retrospect: patients will not fill out a form if they are not sure whether their insurance is accepted, and they will not scroll to find out. That test alone changed how we think about our page layouts.

Managing CRO across seven locations is complicated because each market has a different patient base and different competitive dynamics. Nextvure ran the same test hypotheses across all seven sites simultaneously and tracked results by location. What we found was that the winning variant on CTA placement differed between our suburban locations and our urban ones, and that insurance logo positioning mattered more in markets with a higher proportion of PPO patients. That kind of location-level insight was something we had never had access to before. The cumulative conversion improvement across the group is now tracked as a separate line in our quarterly reporting.