Increasing Fountain Life’s Homepage conversions by 10%

Good design is never finished. Our research-led refresh of Fountain Life's homepage drove a 10.2% lift in conversions.

Finding opportunities for improvement

We started by auditing the existing page on its own terms. We looked into where attention dropped off, where the call to action lost momentum, and where the page asked too much of a visitor before giving them a reason to act.

An overloaded hero

The copy in the hero was too long, echoing ideas that reappeared further down the page. The hero is where you either earn a visitor's attention or lose it. If someone has to work to find the point, most of them won't.

A sequence that asked too much, too soon

Immediately below the hero, the page transitioned into a founder quote. The instinct makes sense, but, sequentially, it was asking visitors to extend trust toward an offering they hadn't been introduced to yet. There was no structural bridge between the elements of the page; no explanation of what Fountain Life actually does or how it works before the page started leaning on credibility.

Claims without evidence

The benefits section was doing most of the page's persuasive work, but it was operating without supporting evidence. Claims without data to anchor them have a ceiling, and on a page selling a health membership to a discerning audience, that ceiling shows.

Seeing what works elsewhere

From there, we looked outward. We benchmarked Fountain Life against other players in the longevity and high-end wellness space to understand how the category was building trust and driving action elsewhere.

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One pattern stood out immediately: every competitor introduced their model before anything else. Right after the hero, visitors were walked through exactly how the service worked, step by step. It was a deliberate structural choice, and it made the benefits section that followed land with a lot more weight because the groundwork had already been laid.

The second consistent pattern was proof. Competitors weren't just listing what they offered — they were backing it up with outcome data, clinical credentials, and team introductions positioned prominently rather than buried. The credibility wasn't an afterthought; it was load-bearing.

Overall, our competitors were doing a better job of getting straight to the point, demonstrating cleaner entry, faster context, and a clearer path through the page. Identifying these gaps gave us a clear direction for the redesign.

Carving out a sharper path to conversion

Armed with a clear read on what the page was missing and where competitors were pulling ahead, we approached the redesign methodically. The goal wasn't to make the page look different, but to instead make it work better at every stage of the visitor's journey.

A cleaner, faster entry point

The hero was carrying too much weight with competing CTAs and dense copy. We simplified it down to what actually converts: a clear headline, a few sharp selling points, and a video that gives visitors an immediate sense of what Fountain Life is and who's behind it.

Adding a "How it works" section

Visitors were being asked to trust something they hadn't been introduced to yet. We reordered the page so that context comes first, credibility follows, and by the time a visitor reaches a CTA they already understand why. The key addition was the three-step "How it works" section directly after the hero, inspired by competitors. The addition reframes the page's logic entirely, establishing the offering before asking anything of the visitor.

Reordering the social proof

Testimonials were positioned deeper into the page than they deserved to be. We relocated them to immediately follow "How it works" — so the sequence becomes: understand the model, then hear from people who've experienced it. That's the order in which conviction actually builds.

Elevating Zori AI

Zori AI — Fountain Life's award-winning AI medical expert — was previously embedded in the benefits section without any distinction from the surrounding content. For a feature that's both award-recognized and genuinely differentiating, that treatment was a missed opportunity.

To address this, we introduced a prominent award badge as a credibility signal. Visitors who would have scanned past it in a list now encounter it as a feature worth engaging with.

Backing up the benefits with real outcomes

The benefits section was making claims without anything concrete to support them. Qualitative statements about what Fountain Life offers can only do so much — especially for an audience that's being asked to invest seriously in their health.

We introduced a member outcomes block surfacing real statistics from Fountain Life's existing membership base, giving the benefits section the evidence it needed to be genuinely persuasive rather than just descriptive.

Bringing the memberships to the homepage

Fountain Life's existing membership pages were not being surfaced where it mattered most. A visitor on the homepage had no immediate visibility into the different plans on offer unless they went looking for them in the navigation. We added a memberships block directly on the homepage, giving each plan a moment of presence and making it easy for visitors to understand their options without having to navigate away to find them.

A simpler take on locations

The original page had no dedicated presentation of Fountain Life's clinic locations. For a membership-based health service, where you go to receive your care is a practical question that sits close to the conversion decision. We introduced a clean locations section with scannable cards for each clinic, giving visitors a clear, immediate answer to a question the page previously left open.

Closing with answers, not questions

A visitor who reaches the bottom of a page without having their hesitations addressed is a visitor who leaves. The original page had no FAQ section for the questions a prospective member is most likely still holding by the time they've scrolled through everything else. We added one, positioned at the close of the page, to resolve those lingering points of friction before they become a reason not to convert.

Increasing conversion by 10% with A/B testing

To validate the redesign, we ran a two-week A/B test across more than 8,000 sessions, splitting traffic evenly between the original homepage and our redesign which resulted in the following:

The redesigned page was the clear winner, leading with a 43.16% conversion rate against 39.16% on the base, giving Fountain Life a 10.2% lift with a statistical significance of 99.1%.

‍Critically, the performance gap held across every traffic source. Whether visitors arrived through direct navigation, paid search, or organic, the redesign converted better across the board, with no channel where the original outperformed.

Conclusion

A focused audit, a clear read on the competitive landscape, and a willingness to rebuild rather than just refine — that's what drove a 10.2% lift in conversions on Fountain Life's homepage. The page now does a better job of getting visitors to the point, giving them the context they need, and making the case for why Fountain Life is worth their attention.