The Situation
Join SlimRx is a direct-to-consumer telehealth brand. DTC telehealth is one of the hardest conversion problems in the business, because you are asking a stranger to disclose medical information, provide payment details, and trust a company they encountered ninety seconds ago through an ad.
Every additional step, every unexplained question, and every second of load time compounds the doubt. And the intake questionnaire — which is medically necessary and legally required — is exactly where that doubt peaks.
What we found in the audit
- The intake questionnaire was a single page with 22 fields. 61% of users abandoned it before completing.
- No indication of progress. Users had no idea whether they were two questions from the end or twenty.
- No explanation of why any medical question was being asked, so several read as invasive rather than clinical.
- Load time 4.2 seconds — on a funnel where the majority of traffic arrives from paid social with very low patience.
- Trust signals — physician credentials, licensing, pharmacy partners — all present but placed after the questionnaire rather than before it.
What We Built
The funnel, rebuilt
The single 22-field wall became a multi-step flow of six screens, three to five fields each, with a persistent progress indicator.
The mechanism here is well-understood and consistently underused: a person who has answered three questions has made a small commitment and is far more likely to answer the fourth. A wall of 22 fields asks for the entire commitment before any has been made.
Step-one abandonment fell 52% on this restructure alone.
Explaining every question
Each medical question got a short inline explanation of why it was being asked. "We ask about your height and weight to determine clinical eligibility — your physician reviews this before prescribing anything."
The questions did not change. What changed was that they now read as clinical rather than intrusive. Abandonment on the medical-history screens dropped substantially.
Trust before the ask, not after
Physician credentials, state licensing, pharmacy partners, and security certifications were moved above the questionnaire, where a hesitant user actually encounters them. They had always been on the site. They were simply positioned after the moment of doubt rather than before it.
Speed
4.2 seconds to 0.9. On paid social traffic this is a direct multiplier — every second of delay on a cold-traffic funnel is measurable lost revenue, because the user has no prior relationship to sustain their patience.
Mobile-first, genuinely
The overwhelming majority of the traffic is mobile, arriving from social. Every form field, every tap target, and every progress state was designed for a thumb on a phone first, then scaled up to desktop.
The Results
Funnel completion up 91%. Step-one abandonment down 52%. Qualified signups up 140%. Load time 0.9 seconds.
Notably, none of this required more traffic. The same ad spend now produces substantially more completed signups, which means the entire acquisition economics of the business shifted.
What Transfers to Your Business
Long forms do not fail because they are long. They fail because they ask for the whole commitment before earning any of it. Break them into steps, show progress, and explain why you are asking — the field count can stay identical and completion will still climb.
This is the core of our conversion rate optimization work.