CRO breakdown of Beek Health's annual comprehensive lab test landing page built in WordPress. Expert conversion analysis by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Preventive health testing sits in an unusual place in consumer behaviour. People know they should get tested. Most don’t. The gap between knowing and acting is rarely caused by lack of information — it’s caused by friction, cost opacity, and the assumption that the healthcare system will manage it anyway.
Beek Health’s headline — “Take Control of Your Health with Our Annual Lab Test” — is a direct response to that inertia. It’s not selling a test. It’s selling agency. The visitor who clicks that CTA isn’t being tested by a doctor. They’re choosing to understand their own body on their own terms.
The subheadline reinforces this: “Your One Comprehensive Lab Test to Track and Diagnose.” Track implies ongoing ownership of health data. Diagnose implies actionable answers rather than reassurance-only results. Together they position the $249 annual test as an investment in self-knowledge, not a medical transaction.
The hero photography shows fit, active individuals — people who run, exercise, and take their health seriously. This visual choice positions the Beek Health test as something high-performers do, not something sick people need. For a preventive health product, this reframe is critical: the target audience is health-conscious adults who act on proactive testing, not passive patients waiting for symptoms.
Placing the marker count in the hero establishes the breadth of the test before any other claim. Competing annual health tests often cover 40–60 markers; 150+ is a meaningful differentiator that needs no further explanation. Visitors who have previously been disappointed by the limited scope of standard blood work understand immediately that this is different.
The pricing section presents the complete list of what’s included alongside the price in a single visual unit. This is the correct structure for a single-tier health product: show the price and justify it simultaneously, in the same scroll position. Visitors don’t have to navigate between a features section and a pricing section — the justification is built into the price display.
Breaking the 150+ markers into named categories — Heart Health, Hormones, Thyroid, Liver Function, Kidney Function, Vitamins and Minerals — with specific tests listed within each category serves a precise function: it lets visitors match their own health concern to a specific panel. This self-matching behaviour is more persuasive than any benefit statement. The visitor convinces themselves.
The "Why Choose Beek Health Diagnostics?" section — Comprehensive Testing, Early Detection, Personalised Insights — addresses the three-part evaluation framework that preventive health buyers use. Comprehensive testing addresses scope. Early detection addresses urgency. Personalised insights addresses the fear that results will be generic and unactionable. Hitting all three removes the residual objections that stop motivated visitors from completing the order.
Coverage in recognisable health and lifestyle publications signals that the product has been independently reviewed and found credible. For a health product where the buyer cannot physically inspect what they’re purchasing, third-party media coverage is a primary trust signal.
Showing the actual tests by name — specific named biomarkers within each category — is a form of transparency that generic health products avoid. Specificity implies accountability: if a product says it tests for a named biomarker, it can be verified. Vague “thyroid panel” language cannot.
The multi-photo grid showing different people — different ages, backgrounds, fitness levels — signals that the test suits everyone who cares about their health, not a niche product for a narrow audience. Inclusive photography in health products reduces the “this isn’t for someone like me” dropout.
"Health test pages that hide behind vague 'comprehensive panel' language always convert below their potential. People want to know exactly what they're paying for. Show every test by name, organised by health category. That level of transparency builds more trust than any testimonial — and it lets visitors self-qualify by matching their own concerns to the panel."
The “Order Now” CTA is direct for a transactional health product with a fixed price. It appears in the hero and at the pricing box, positioning conversion as the next logical step after the visitor has absorbed the test scope and the price.
The page structure follows a clear pre-purchase decision sequence: awareness of the problem (health you can track) → scope of the solution (150+ markers) → price and value (what’s included at $249) → why this provider (reasons to choose Beek) → social validation (photography and media). This sequence mirrors the mental journey of a health-conscious buyer and presents conversion at the natural endpoint of each evaluation step.
WordPress provided the panel grid architecture and pricing box layout flexibility needed to present a complex test offering in a scannable, visually organised format. Custom blocks handle the test category accordion and the media logo row.
Health research is heavily mobile, often done after a doctor’s appointment or following a health-related news story. The test panel grid collapses into a category accordion on mobile so visitors can expand only the health areas relevant to them without scrolling through the full 150+ marker list.
The demographic photo grid across multiple health personas creates meaningful image payload below the fold. We implemented lazy loading for all below-fold imagery and used modern image formats to ensure the hero and pricing sections — the highest conversion-relevant areas — load within the first render window.
A 3-question quiz before the order CTA — age range, primary health concern, last time you had bloodwork — that surfaces the most relevant test categories would personalise the offer and increase conversion by making the test feel purpose-built for that visitor’s specific situation.
The thing health test buyers most want to evaluate before purchasing is the quality of the results report. A sample anonymised report showing how results are presented and explained would dramatically reduce the “will I understand my results?” hesitation that prevents otherwise motivated buyers from ordering.
Showing what happens after ordering — blood draw logistics, turnaround time, how results are delivered — removes the post-purchase anxiety that causes health test abandonment at checkout. Knowing “results in 5 business days, delivered to your dashboard” converts hesitant buyers.
The page scores 84 because the “150+ markers” anchor, the test panel specificity, and the empowerment-framed hero copy are well-conceived for this audience. The pricing box with included tests is the right conversion architecture for a single-SKU health product. It falls short of 88+ because navigation links are present throughout, there are no patient testimonials with named health outcomes, and the page lacks a process section explaining what happens after ordering — a critical anxiety reducer for first-time health test buyers. Adding a “What Happens Next” section and real client health outcomes would push this page comfortably above 88.
Browse our full collection of landing page examples to see how we apply these principles across industries. For related reading, see our guide on key components of a landing page.
This principle influences visitor behaviour and supports the page's conversion goal.
This principle influences visitor behaviour and supports the page's conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
Health test pages convert when they answer two questions the visitor can't ask a GP: exactly what am I paying for, and will it catch something a standard checkup would miss? The page needs to show every biomarker included, signal that the lab and interpretation are credible, and position the test as an active choice rather than a passive medical procedure. Visitors who feel in control of their own health data are significantly more likely to order than those who feel the test is being sold to them.
Leading with the scope of what's measured — 150+ health markers — establishes the value anchor before the price appears. When a visitor sees $249 after processing the breadth of testing included, the price feels proportionate. If price appeared first, the same $249 might feel expensive without context. Value-first, price-second is the correct sequencing for health diagnostics pages where the depth of testing is the primary differentiator.
Showing the actual tests included — heart health, hormones, thyroid, metabolic panel, vitamins and minerals — does something generic 'comprehensive health test' language cannot: it lets visitors check their own health concern against the panel. Someone worried about thyroid function scrolls the list, sees 'Thyroid' included, and converts. Someone worried about vitamin D deficiency sees it and converts. Specificity turns browsing into buying.
A health diagnostics page with test panel breakdown, pricing box, media logos, and photo grid typically takes 2–3 weeks from brief to launch. Health pages require careful attention to medical claims compliance. We cover audience research, wireframing, design, WordPress build, and our 37-point QA checklist.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Health and wellness pages that frame the product as a medical service convert worse than those that frame it as personal empowerment. Nobody wants to feel like a patient. They want to feel like someone making a smart, proactive decision about their own body. The language shift from 'testing' to 'tracking' is small but it changes the conversion psychology completely."