CRO breakdown of DM6 Labs' COVID-19 travel testing landing page. See how transparent pricing, location maps, and partner logos convert time-sensitive healthcare bookings.
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.
DM6 Labs provides rapid antigen and PCR COVID-19 testing in clinic, mobile, and same-day formats across multiple Canadian locations. The primary audience is travellers who need certified test results to meet airline or border requirements, along with individuals and employees needing work clearance testing.
The visitor arriving on this page has high intent and a specific deadline. They’re not browsing — they’ve identified that they need a test, they need to understand the options, and they need to book before the testing window for their trip closes. The page structure reflects this urgency: pricing and timing information is visible within the first scroll.
A secondary audience — businesses and corporations needing bulk testing — is addressed in a dedicated section at the bottom of the page, keeping that audience from diluting the primary message while ensuring they find what they need.
We used a clean white layout with coloured highlight text for the hero headline — “GET YOUR COVID-19 TEST RESULTS FOR TRAVEL” — with “COVID-19 TEST RESULTS” in a contrasting coral red. This colour break communicates the specific service type immediately to a visitor who may be scanning multiple tabs simultaneously. Clarity over cleverness.
The four pricing cards — displayed side by side with test type, price, turnaround time, validity, and a “Book Now” CTA each — function as a decision matrix rather than a menu. The visitor doesn’t need to read anything else to understand which option matches their situation. We highlighted one card as the most popular to guide decision-making without forcing it.
We placed the partner pharmacy logos — Pharmasave, IDA, Guardian — directly beneath the hero. These are recognisable Canadian pharmacy brands that carry instant credibility for healthcare services. For a consumer making a healthcare decision about a company they don’t know well, seeing a partnership with pharmacies they trust every week creates an immediate trust transfer.
The “Don’t Just Take Our Word For It” testimonial section uses named, full-text reviews rather than star ratings alone. Each review provides specific detail about the experience — “nurse arrived fully equipped within 20 minutes,” “received our results within an hour.” Process-specific testimonials are more persuasive for healthcare services than generic satisfaction ratings.
The sample test result certificate shown on the page is one of the most effective trust elements in any testing page. It answers the most practical buyer question — “what will I actually get, and will it be accepted?” — with a visual demonstration rather than a written promise. The visitor can see the certification format before booking.
The page includes specific notes about which test types are accepted for travel to the UK, US, and South America. Travel testing requirements vary by destination and change frequently — visitors searching for testing before international travel often have a specific destination in mind. Making the destination-specific acceptance rules explicit prevents the visitor from leaving to check airline requirements separately.
Healthcare conversion relies on three trust mechanisms. The first is credential legitimacy: the partner pharmacy logos, the stated 500,000+ tests administered, and the certification visible in the sample result document establish that DM6 Labs is an established, compliant provider.
The second is process transparency: the FAQ section answers eight specific operational questions — how to book, who administers the test, data privacy, bulk testing, rescheduling, result timing, certificate adjustments. For a healthcare service, operational questions left unanswered become reasons not to book.
The third is peer validation: three named testimonials with specific detail about what made the experience positive. “The nurse was fully equipped and professional” speaks to the practical concerns of a healthcare-cautious visitor in a way that a 5-star rating alone does not.
"The FAQ on this page is actually conversion-critical, not just SEO padding. Someone booking a health test has specific operational anxiety — what if I need to cancel, is my data private, can I use this for my employer. Every question in the FAQ corresponds to a real objection that would otherwise cause a visitor to email customer service rather than book. Answering these on the page converts visitors who would otherwise leave to ask."
The interactive location map with searchable pharmacy addresses is positioned after the pricing section. The visitor first confirms they want DM6 Labs based on price and turnaround time, then confirms their nearest location is accessible. This sequencing — value confirmation before convenience confirmation — produces more completions than showing the map before the pricing.
Every pricing card has its own “Book Now” button. This means the conversion action is immediately adjacent to the decision — once the visitor has selected their tier, they don’t have to scroll to find a button. Friction between decision and action is the most common cause of abandoned intent on high-urgency pages.
The B2B section at the bottom — “GET YOUR COVID-19 ACCURATE TESTING FOR BUSINESSES AND CORPORATIONS” — serves enterprise buyers without disrupting the consumer flow. Positioning it at the end ensures that the primary conversion goal (individual bookings) isn’t diluted by a secondary audience that requires a different conversation.
"Putting 'Book Now' on every pricing card rather than a single CTA at the bottom removes a critical point of friction. The moment the visitor has decided 'I need the Express PCR' is the moment you want them to click. If they have to remember that decision for another scroll, you risk them second-guessing, distraction, or simply forgetting which option they chose. Remove the distance between decision and action."
WordPress provided the flexibility for a content-heavy page with custom interactive elements — the location map with address search required a custom implementation that wouldn’t have been achievable in a locked template. The booking flow connects through to DM6’s appointment management system.
Travel testing searches are frequently mobile — someone at an airport researching a test requirement is on their phone. We ensured the pricing cards stacked cleanly on mobile, the map remained fully interactive on touch devices, and the Book Now buttons were large enough for confident tapping. The hero headline was sized down for mobile without losing its hierarchy priority.
The location map with custom pharmacy pins required careful performance management. We loaded it asynchronously so it didn't block the initial page render, used a lightweight map library rather than a full Google Maps embed, and cached the location data to avoid repeated API calls. The result is a map that feels native without adding significant load overhead.
Three areas that would improve the next iteration:
"Showing the actual test result certificate on the page is one of those design decisions that looks obvious in retrospect but is almost never done. The visitor's real question isn't 'is the test accurate?' — they trust the company for that. Their real question is 'will the piece of paper I receive be accepted by the airline?' Showing the certificate format answers that specific anxiety directly."
This page scores 83 because the pricing clarity, results timing, partner logos, location map, and sample certificate all address the visitor’s core decision criteria efficiently. The score is held back by the mixed consumer/enterprise messaging in a single page structure and the absence of real-time availability — both of which represent clear opportunities for the next iteration.
Browse our full collection of landing page examples to see how these principles apply across industries. For the theory behind healthcare page conversion, read our guide to Landing Page Call to Action Tips.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
This principle influences visitor behaviour and supports the page's conversion goal.
Travel testing pages serve an extremely time-sensitive audience. Someone who needs a PCR result for a flight departure in 48 hours doesn't have time to read a long page. The hero needs to immediately answer: what tests you offer, where you're located, when results will arrive, and how to book. DM6 Labs gets all four into the hero — test type prominently named, locations listed, results timing on each pricing card. Time to information matters as much as information quality for this audience.
Travel testing decisions are driven by departure timelines. A traveller leaving in three days can use standard PCR (36–48 hours). A traveller leaving tomorrow needs Express PCR (4–6 hours). The four pricing tiers — Antigen, RT-PCR, RT-PCR Express, and Express RT-PCR — map directly to traveller urgency levels. Showing all four allows the visitor to self-select based on their specific situation, reducing customer service calls and improving booking efficiency.
For a healthcare service, trust has to be established before a visitor will share personal and health information. DM6 Labs achieves this through three signals: well-known pharmacy chain partnerships (Pharmasave, IDA, Guardian), named three-star review testimonials from real clients, and an actual test result certificate shown on the page. The certificate is particularly effective — it answers 'what will I actually receive?' with a direct visual answer.
Location is a purchase decision criterion for any in-person service. An interactive map with searchable addresses lets the visitor confirm that a testing location is convenient before committing to book. Without a map, many visitors will leave to Google the address themselves — and risk not returning. Keeping the location search within the page reduces the chance of that exit and the uncertainty around whether the service is actually accessible.
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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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"This page solves a real information hierarchy problem. Travel testing visitors have one critical question before price: will the results arrive in time for my trip? DM6 Labs puts results timing on every pricing card — '80 Minutes,' '36–48 Hours,' 'By midnight,' '4–6 Hours.' Answer the time-sensitivity question first, then show the price. Every visitor self-selects to the right product before they've even scrolled."