Booking friction
01 / What the example shows
The treatment page creates interest.
The booking route loses the context.
In this fictional example, a person on the shockwave treatment page selects “Book now” and reaches a general list of appointments. The page does not explain which appointment a new shockwave enquiry should choose.
The treatment page, each booking step, available appointment labels and what a new patient sees on mobile. Screenshots would exclude patient information.
02 / Why it matters
The visitor must work out the correct appointment alone. This creates avoidable uncertainty. It does not establish how many people abandon the process; that needs measurement.
03 / Recommended change
Explain the first appointment before the booking button.
Ask the clinical lead to confirm the suitable first step, who it is for, its duration and price. Add that explanation beside the call to action. Link to the appropriate appointment type where the booking system supports it.
Clinic lead: clinical wording and appointment choice.
Website owner: page and link update.
Fix the existing journey before increasing traffic to this page.
04 / How to verify it
- Follow the updated route on mobile and desktop.
- Confirm the correct appointment, price and availability appear.
- Run an agreed test booking with designated test details.
- Check confirmation delivery and cancellation of the test.
- Compare recorded enquiries and bookings over equivalent periods. Keep seasonality and campaign changes in view.
05 / What remains unknown
We cannot infer abandonment, patient suitability or additional revenue from the page review alone. Record those limits in the report.