CRO breakdown of Knew Health's medical cost sharing alternative to insurance. Expert analysis of the comparison table strategy, community framing, and objection handling for health-conscious buyers 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.
Knew Health isn’t selling a recognisable product. Most visitors arriving on this page have never heard of medical cost sharing. The page had to accomplish two things simultaneously: explain what health sharing is and persuade the visitor it’s better than what they have.
That’s a harder brief than most healthcare pages. The comparison strategy was our answer to it.
The split hero presents two distinct messages: a headline for health-conscious people sharing a common belief, and a secondary panel with a photograph of active people outdoors, reinforcing the community identity. The dual-image approach works because health sharing buyers are self-selecting around a specific set of values — this isn’t for everyone, and the page signals that clearly.
The “Knew Health vs. Insurance” comparison table is the structural centrepiece of the page. The table compares 10+ dimensions: cost, flexibility, provider choice, sharing community, support model, and more. Knew Health’s advantages are marked in green; insurance disadvantages in red or neutral. We chose a complete comparison rather than a cherry-picked one because selective comparison tables raise suspicion in health-cautious buyers — showing the areas where insurance has advantages (guaranteed coverage, wider name recognition) and then explaining Knew Health’s position on them is more persuasive than omitting them.
The “What Makes Knew Health Different” section uses a three-column icon layout: Trusted Network, No Premium Increases, Truly Holistic Care. Each differentiator is immediately followed by a brief explanation. We kept each column to under 40 words because healthcare buyers who are comparing alternatives don’t want to read essays — they want scannable confirmation of key points.
The member testimonial with a prominent quote mid-page uses a real name and a specific outcome: “Prompt communication and easy to work with. I’ve compared many health sharing organisations and Knew Health seems to have the best overall value.” The specificity of the comparison — she’s evaluated alternatives — adds weight to the endorsement.
The extensive FAQ section contains 10 questions covering every major objection category: legitimacy, provider access, renewal terms, pre-existing conditions, and cancellation policy. We structured it as a visible accordion because health decisions require thorough research, and making the FAQ accessible and comprehensive reduces the number of calls needed to close.
An FAQ section with 10+ questions signals category maturity and transparency. When buyers see their specific objection anticipated and answered — especially objections like "is this legal?" or "what if I have a pre-existing condition?" — the trust response is immediate. Anticipating expert questions communicates that the company has been asked them before, which means other people have gone through this and come out fine.
Knew Health’s trust challenge is unique: they’re asking visitors to make a healthcare decision about a product most of them have never heard of. Trust has to work at three levels.
The first is statistical scale — “500K+ Eligible Members Shared” appears as a counter in the mid-section. Scale communicates viability: this isn’t a startup experiment, it’s a functioning community that has handled real medical costs for real members.
The second is a team focused on healthcare costs — the mention of a dedicated team handling sharing needs communicates responsiveness. For a healthcare product, the fear isn’t just “will my costs be covered?” — it’s “when I need help, will there be a person who helps me?” Named support characteristics address this directly.
The third is the dual CTA structure at the bottom — “Ready to See How Much You Can Save?” alongside “Or Speak to a Real Person” with a phone consultation option. This pairing acknowledges that not everyone is ready to self-serve through the quote calculator. Offering a conversation as an alternative keeps hesitant visitors in the funnel.
"Healthcare pages that offer both a self-serve path and a conversation path consistently out-convert pages with a single route. Some buyers want to calculate and decide independently; others need to talk to a person before they can trust. Forcing everyone down the same funnel loses one group or the other."
Read more about multi-path conversion strategy in our guide to Ways To Increase Landing Page Social Proof.
The "See My Package" CTA copy is first-person and personalised. It implies a tailored result rather than a generic quote, which reduces the perceived commitment of clicking. "See My Package" sounds like a discovery, not a sales process — and that framing reduces click hesitation for visitors who are still in evaluation mode.
The page follows a deliberate education-then-conversion sequence. The hero establishes identity alignment (health-conscious community). The comparison table handles the “why not insurance” objection. The differentiator section confirms advantages. The testimonial provides peer validation. The FAQ removes specific objections. The dual CTA captures both ready buyers and conversation-seekers.
This sequence means every CTA placement follows a trust-building section. The visitor isn’t asked to convert before they’ve been given a reason to — and the reasons build progressively rather than repeating.
Unbounce was chosen for its landing page focus (no competing navigation) and A/B testing capabilities. The comparison table and the hero headline are the highest-priority test candidates: the table structure and the hero’s community framing language both have variants worth testing.
Healthcare research happens across multiple sessions and devices. The comparison table is the most complex mobile challenge — we converted it to a scrollable card stack at mobile breakpoints so each comparison dimension is readable without horizontal scrolling. The FAQ accordion works natively well on mobile, and the dual CTA section stacks vertically with the phone consultation link prominently visible.
We included dimensions in the comparison table where traditional insurance has genuine advantages. This counterintuitive choice increases trust: healthcare buyers who notice a brand only lists its wins assume the comparison is manipulative. Acknowledging the genuine trade-offs — then explaining Knew Health's position on them — makes the entire table more credible.
Three improvements for current traffic patterns:
The Knew Health page demonstrates how to sell an unfamiliar category by leading with comparison rather than explanation. The comparison table, the complete FAQ, and the dual conversion path address the specific trust and knowledge barriers that healthcare alternatives face. The result is a page that educates without lecturing and converts without pressuring.
Browse our full landing page examples collection for more healthcare and comparison page examples. For thinking on objection-handling in your CTA copy, read our guide to Landing Page Call to Action Tips.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
This principle influences visitor behaviour and supports the page's conversion goal.
This principle influences visitor behaviour and supports the page's conversion goal.
Health sharing (also called medical cost sharing) is a community-based model where members pool resources to cover each other's medical costs. Unlike insurance, there's no profit motive — the network is built around shared values and mutual support. Knew Health's page dedicates an entire comparison table to this distinction, showing monthly cost, flexibility, provider choice, and sharing community benefits side by side against traditional insurance.
The comparison table is the primary conversion mechanism because the main job of this page is to answer 'why not just use insurance?' The table puts both options in the same visual frame, making the cost, flexibility, and community differences immediately visible without requiring the visitor to do independent research. When you control the comparison, you control the narrative.
Trust for an alternative healthcare product requires three layers: community scale (how many members?), testimonial specificity (real people describing real claims being shared), and regulatory context (explaining that this is a legitimate alternative with a transparent legal framework). Knew Health deploys all three, starting with member testimonials above the FAQ section and including detailed FAQ responses that address the legitimacy questions directly.
The FAQ section on this page contains 10+ questions that address every major objection a prospective member carries: 'Is this legitimate?', 'Are my existing providers covered?', 'What counts as a shareable need?', 'Is there a waiting period?', 'Can I cancel?'. By surfacing and answering these questions on the page rather than leaving them for a sales call, Knew Health reduces the number of conversations required to convert — and increases the quality of leads who do book.
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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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"When you're selling a category that most visitors don't know exists, you can't just pitch your product. You have to reframe their entire mental model first. Knew Health's comparison table does that work by placing the familiar (insurance) and the unfamiliar (health sharing) side by side — and letting the visitor draw the obvious conclusion themselves."