Women’s Health Network (WHN) partnered with Paragon Digital Marketing to transform their underperforming Bone Health “Fracture Risk Quiz” into a high-converting, full-funnel digital experience.
Bone health is a growing concern for women 50+, with search trends, social discussion, and supplement sales on the rise – but WHN’s quiz struggled to capture and nurture this audience. We decided to take a cross-platform strategy connecting paid ads, a reimagined quiz results page, and a personalized email series into one seamless user journey.
We redesigned the results page into a guided “treasure map” format, using strategic white space, imagery, and staggered content to lead users from their risk result through expert advice and actionable next steps. Heatmaps showed deeper engagement with this layout, with 65% of visitors scrolling past 60% of the page and time-on-page doubling.
The new dynamic email nurture series begins with a personalized video from a WHN doctor tailored to each risk level. Users are then funneled into a six-step educational program, ultimately boosting click rates from ~3% to 9.4% and maintaining 66% open rates.
The result: 423K+ reach, 51K+ results, 200% lower bounce rates, and a tripling of scroll depth. This unified system produced dramatic performance improvements and now serves as the digital blueprint for WHN’s wellness campaigns.
