How a Page Redesign Helped DentalSave Drive New Customers

Working with Aimers has been a game changer for our business. Their expertise in online advertising has truly elevated our digital strategy. Right from the beginning, they made it a priority to fully understand our objectives and crafted campaigns that aligned perfectly with our goals. What sets Aimers apart is their exceptional communication and customer care. Their transparency, coupled with a focus on measurable outcomes, has made them an invaluable partner in our growth.

Naoufel Benkerroum

VP of Operations

DentalSave provides affordable dental discount plans across the U.S., helping members save 25–50% on treatments from a network of over 40,000 dentists nationwide. Unlike traditional insurance, DentalSave provides instant activation, no paperwork, and transparent savings, making dental care more accessible for thousands of families.

new customers across all plans

Challenge

Previously, we shared how a simple A/B test comparing different CTA button texts helped us significantly increase website conversions for DentalSave.

This time, we’re highlighting a case built around more impactful changes - updates that not only improved engagement and on-site conversions, but also significantly increased the chances of acquiring new customers and driving plan purchases.

Origin of the Test

During regular behavior analysis, we noticed that many users were engaging with the “How It Works” page but not progressing further into plan selection, especially compared to other core pages.
The original page was slightly outdated: its visual style didn’t match the rest of the site, the content was scattered and inconsistent, trust signals were missing, and low-contrast visuals made the information harder to read. As a result, the next steps in the user journey felt less intuitive for new visitors.

The hypothesis was straightforward:
A cleaner, more intuitive ‘How It Works’ page would reduce friction and increase conversions across all plan types.

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Solution

To validate the impact of the redesign, we ran an A/B test.

Hero Section

"How it Works" Section

Plans Section

FAQ & Additional Info Sections

Testimonials Section

CTA Section

Results

The redesigned version significantly outperformed the original across all plan conversion points:

While the original version generated zero conversions during the test period, the redesigned variant directly drove 9 new customers across all plans!

This result clearly indicates that the updated layout improved clarity, reduced friction, and made it easier for users to move from “research” to “action,” especially for new visitors unfamiliar with dental discount structures.

Next Steps

With such a decisive win, we implemented the redesigned page right away and continued monitoring performance as part of our CRO cycle.

This test clearly shows how one strategically enhanced page can drive substantial impact - boosting engagement, improving user clarity, and ultimately increasing customer acquisitions.

Beyond the performance lift, the redesign also boosts trust and brand perception - both essential in a category where users seek reassurance before making a purchase decision.

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