Injury Evaluation Landing Page
Three kinds of injury do not share one form. Pick a path, then answer one question at a time. The page is built to move completed evaluations by path.
Case study
Role: Front-end and CRO
An injury evaluation only helps if the person finishes it. A page that asks vehicle, personal injury, and workers' comp questions in one form makes every visitor answer questions that are not theirs. A ready person stalls. Someone who is unsure which kind of case they have never gets a clear first step.
Open with one choice: vehicle, personal injury, or workers' comp. That choice stays on the page and opens only that path's questions, one at a time. Name, email, and phone come after the questions. The confirmation stays in the same frame.
The outcome to move is a completed evaluation, read by path. A vehicle case, a personal injury, and a workers' comp case should be three rates, not one blended number.
The friction
The three cases do not share a first question. A vehicle path needs a police report. A personal injury path needs the status of the claim. Workers' comp needs the cause. One long form either asks the wrong question or hides the right one behind a name and a phone number.
The opportunity
Let the path choose the questions. A selection moves to the next question on that path. A written answer uses Next. ZIP, name, and contact are the last steps, and they are the same on every path. The result stays on the page.
How we measure it
- lead_step with step 1 and the path. That is the choice: vehicle, personal, or work.
- Later lead_step events on that path. The step number shows where they left the questions.
- lead_complete, with the same path. That is the confirmation.
Compare completion by path. This page is a sample, so the rate is named here and not published as a result. Form data is kept for demonstration purposes only and will not be sold or shared.
How someone else reuses it
Open the injury folder. Edit campaign.js. The questions, the three paths, and the lines on the page are fields on that record. Leave the layout. The still on the work card uses the same 16:10 frame as the other Web landing pages. The session page is the lead funnel landing page. The briefing is the disability benefits landing page.