Healthy returns for Radar

Radar Healthcare provide award-winning integrated software that helps health and social care providers manage risk, quality and compliance processes in one place. Their platform supports NHS and private providers across the UK to improve patient safety, stay on top of governance and meet regulatory demands.

Radar’s marketing team asked Ascensor to help them increase qualified demo bookings from their website and grow organic enquiries from healthcare professionals, while keeping the cost of acquisition under control. 

By combining ongoing CRO testing with SEO and UX improvements, we turned the website into a sustainable inbound engine for high-value healthcare leads.

Radar Healthcare were already investing in digital marketing, but the website and its integrations were holding performance back.

Key challenges included:

• The ‘Book A Demo’ experience was not converting as strongly as it could, with missed opportunities to reassure visitors and capture intent
• CRM and marketing platforms such as Force24 needed to be tied together more efficiently, to reduce manual processes and improve lead handling
• Messaging and navigation needed to work harder for distinct healthcare audiences, from NHS trusts to care homes and private providers
  
  

Radar brought in Ascensor to untangle the tech stack, improve tracking and create a clear UX roadmap that put demo bookings and qualified enquiries at the heart of the site.

Put the foundations in place

We started by sorting out the essentials, so Radar could trust their data and report on performance with confidence.

• Managed a domain and site migration
• Supported the move from Universal Analytics to GA4
• Implemented new lead automation processes and CRM integrations
  
  

With the tracking foundation in place, we moved on to a structured CRO and SEO programme.

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Designed a high-performing demo journey

Focusing first on the Book A Demo journey, we combined UX design, CRO and on-page SEO to speak directly to busy healthcare professionals.

Key actions included:

• Redesigning the Book A Demo page with a cleaner, desktop-first layout tailored to Radar’s predominantly desktop audience.
• Adding clear USPs, customer logos, statistics and testimonials throughout the page to provide instant proof and reduce perceived risk.
• Introducing a sticky enquiry form that stays visible as visitors scroll, so the option to enquire is always in reach.
• Improving navigation and calls to action, including sticky navigation that increased conversion rate from 32% to 41%, with a 79% probability of outperforming the original design.
• Enhancing form functionality with a “How can we help?” text box, which helped qualify leads and prioritise sales calls, and showed an 80% probability of outperforming the control in testing.
  
  

We also tested copy on the form itself. Changing the title from a softer “Schedule your time” message to “Book your free demo call” created a much clearer value proposition. That single change improved conversion from 18.02% on the control to 27.37% on the new variation, a 52% uplift.

To keep users engaged after form submission, we redesigned the thank you page and added a short video that explains what happens next.

The new version delivered a 67% conversion rate against 46% on the original, with around twice as many people interacting with the video.

Every major change was A/B tested with equal traffic splits so we could be confident that uplift was driven by user behaviour, not guesswork.

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Built journeys around real healthcare audiences

Alongside the demo journey, we broadened the site structure and content to match Radar’s core segments.

• Created new “Who we help” pages that speak directly to specific healthcare audiences and show how Radar supports their day-to-day challenges.
• Humanised the brand by adding richer testimonials that include real faces, audio clips and written feedback from healthcare professionals.
• Used ongoing SEO optimisation and content improvements to help these pages rank for relevant search terms and drive more qualified organic sessions.
  
  

Worked as one team

Ascensor’s UX, CRO and SEO specialists worked closely with Radar’s internal digital marketing team, agreeing on monthly tests and rolling out successful variants in phases.

Immediate CRO wins were paired with longer-term SEO activity so the client could see both quick improvements and sustainable organic growth.

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The impact of this joint CRO and SEO strategy has been significant.

Headline results include:

• 571% increase in conversion rate on the Book A Demo page from organic traffic after the new design and CRO tests went live
  
  
• 49.7% increase in overall on-site conversions across the site
  
  
• 571% uplift in conversion rate from A/B testing of the homepage and enquiry form, driven by improvements to layout, navigation and messaging
  
  
• The first time organic leads matched those from PPC campaigns, giving Radar more flexibility to review and optimise paid spend
  
  
• A strong increase in demo bookings, with client feedback confirming a noticeable uplift in lead quality
  
  
• A sustainable inbound pipeline of higher-quality enquiries at a lower overall cost per lead
  
  

Radar now have a website that works much harder for them: a reliable inbound channel built on solid analytics, constant testing and a deep understanding of healthcare audiences.