Hona increased leads by 62% and reduced cost by 64% in 3 weeks with Kaya
Working with Kaya has been transformative for us. Their team went above and beyond—delivering exceptional speed and a white-glove approach. They pinpointed which of our value propositions mattered most to consumers, revamped our site layout, and skyrocketed our traffic. They've become like our own marketing division.
Adam Steinle
Cofounder, Hona Care
About Hona
Hona is an innovative healthtech startup offering online speech therapy services with affordable, no-waitlist care. By connecting clients with world-class therapists from the comfort of their homes, Hona is making high-quality speech therapy more accessible nationwide. Backed by top-tier incubator Y Combinator and other mission-driven investors, Hona is transforming how people access speech therapy.
The Challenge
As a new player in the healthtech space, Hona needed to quickly establish trust with potential users and differentiate itself from well-established competitors. The key challenge was to clearly communicate Hona's value and unique offerings while keeping visitors engaged on their landing page.
Studies shows that poorly optimized landing pages can lead to bounce rates as high as 10-20 seconds. With this in mind, Kaya's task was to create a landing page that captured attention, built trust, and delivered Hona’s message in a clear, easy-to-scan format.
Our Approach
We started by conducting a thorough analysis of Hona’s existing website and marketing materials. Key areas for improvement included:
- The website copy lacked clarity and failed to highlight Hona’s competitive advantage.
- The page structure made it difficult for users to quickly understand Hona's value proposition.
- The site was not fully optimized for mobile users.
Here’s What We Did
Refined website's messaging
We worked closely with Hona to define their unique selling points (USPs) and ensure these were clearly articulated across the site.
Redesigned the landing page
- Content: We performed a competitor analysis to understand their hooks and offerings. Based on this, we introduced new sections to address common user objections, including how the service works, pricing concerns, and an FAQ section.
- Design: Using best design practices, we created a clean, easy-to-navigate layout that built trust. We added visuals that supported Hona’s mission and improved the overall user experience.
- Localization and Personalization: We leveraged programmatically generated landing pages to personalize the experience based on user location, further increasing engagement.
Ad Optimization
By ensuring our bidding keywords were present in both ad copies and landing pages, and by improving visitor engagement rates, we improved ad rankings, leading to higher visibility and boosted click-through rates (CTR).
Results
The partnership between Kaya and Hona delivered significant improvements in just three weeks:
- 62% improvement in CVR
- 64% decrease in CPL
- Increased lead volume, allowing Hona to build momentum in its user acquisition efforts.
The revamped landing page transformed Hona’s digital presence and drove more qualified traffic through improved messaging and design.
Here's a comparison of Hona’s website before and after the redesign, showcasing the impactful improvements made to the user experience.
Hona's website before and after the redesign with Kaya