How Runway Health Uses Lucky Orange And Segmentation to Transform Travel Prescriptions

One of our favorite types of success stories to be a part of is an entrepreneur turning their passion into a gamechanging brand.

Lucky Orange tools working alongside their vision, actively helping them grow—it's the type of story we love to tell. And it's even better when the business is a never-before-seen solution to a gap in an industry.

Josh Rome, Founder and CEO of Runway, took a chance on his passion. After leaving the pharmaceutical industry, Josh opened up a boutique travel agency. Within the business, he noticed his clients common struggle in obtaining the prescription medications needed for travel to specific countries. 

“When seeking these medications, primary care providers often send clients to travel clinics, a costly and timely process, often exceeding 20 days to see a provider,” Rome said.

With this strong founding problem to solve, Rome established Runway, the first B2C travel health company. His e-commerce system was built to accomplish two core goals:

1. Help travelers understand recommended prescriptions for travel based on their destination country.
   
   

2. Connect travelers with physicians online who could prescribe prescription travel medications and have them shipped to patients quickly and affordably before departure.

Enhancing User Experience with Lucky Orange

While creating an innovative brand like Runway, it’s crucial to have a website that will support your mission. 

The overarching purpose of the Runway site is to be a primary touchpoint for travelers seeking essential health products (and be able to do so in a seamless way). As their brand grew, Rome and his team found a need to improve their site's navigation and visitor paths, but struggled to find the analytics to help them get there. 

Runway Health turned to Lucky Orange for support. 

By leveraging Lucky Orange heatmaps, session recordings and real-time analytics, they’re able to ensure every element of their site is tailored to enhance user experience and drive conversion rates.

“One of the biggest advantages of Lucky Orange is how much time it saves. You’re taking out a huge step that would have prolonged our development process. And better yet, we’re provided with the analytics we wanted in a convenient and clear manner.”

Josh’s team, including his Growth Marketing Manager, Technical Engineer and Project manager, have been using Lucky Orange for a little over a year. Pairing our tools with each role streamlines the optimization process—allowing the team to focus on growth strategies and execution. 

Let’s take a look at how Lucky Orange plays a role for different parts of the organization.

Growth Marketing Manager 

• Optimize a CTA button to make sure visitors are seeing and engaging with this crucial elements through sessions and heatmaps.

Check out the Runway CTA’s:

Technical Engineer: 

• Reviews rage clicks on analytical tools and troubleshoots these issues after discovering a broken link associated with that element

Project Manager: 

• Makes notes in multiple session recordings and discusses these insights with the team at the next meeting

Enhancing E-commerce Strategies with Integrated Apps

The team pairs Lucky Orange with other conversion tools like Google Analytics, Klaviyo, VWO and PartnerStack. This potent combination of quantitative and qualitative data alongside testing execution tools gives them a competitive advantage. 

For instance, Runway utilizes Klaviyo for sending personalized email campaigns. 

Lucky Orange detects instances where users abandon their shopping carts or exit the site without finishing a purchase. This data is sent to Klaviyo, enabling automated emails to re-engage users, encouraging them to finalize their purchase.

Using Conversion Funnels to Analyze Traffic

A unique feature of the Runway website is their “recommendation search.” 

This element gives customers the ability to search their exact destination and immediately receive expert responses, based on research and previous purchases, as to which medication(s) they need.

In studying visitor interactions with recommendation search pages using conversion funnels, the team noticed that many users found the search bar helpful when seeking the proper medication. 

With this insight in hand, the team made the easy decision to prioritize the helpful element, leading to an increased number of visitors receiving recommendations—a key step forward to a conversion.

Segmentation Strategies for Enhanced User Insights

The Runway team consistently uses segmentation options inside Lucky Orange. Most commonly, they segment and filter based off these few criteria:

1. Referral sources are applied to understand which channels drive the most traffic. This helps the team decide where to focus their advertising efforts. For example, if social media campaigns on instagram are generating significant traffic, the team will invest more there.
   
   

2. Geographic filters show regional preferences and behaviors related to specific prescriptions. This information can help tailor offerings. Runway might discover travelers from Europe frequently search for malaria prevention medication when visiting tropical destinations while those in North America are more interested in obtaining altitude sickness prescriptions for mountain trips. Now Runway can customize their marketing message and product recommendations based on regional demands.
   
   

3. First time and Returned Visitor segmentation focuses on tailored retention strategies and UI design for new customers. The company may see a need to add more educational content for new visitors after receiving input from a launched survey. Or maybe they see returning visitors are looking to gain quick access to frequent purchases on the site.
   
   

4. Event filters track when customers initiate a search for specific travel prescriptions or capture instances of cart abandonment.This is great to identify barriers in the customer journey, and like I mentioned earlier, it makes for a great opportunity to remind customers of their abandoned carts through Klaviyo.

Refining user experience through strategic landing pages

Rome said one of their company’s main focuses is to “use the tools for constant optimization around new landing page launches.” 

Because Runway is solely an e-commerce store, the team is always looking for new ways to drive leads. These landing pages often include form submissions, clicks on a CTA or product purchases. 

After setting up a new page, Josh’s team will compare heatmaps before and after the change to understand where users click, scroll and hover to identify which elements of the landing page are engaging or being ignored. 

Want to learn more about landing pages? Check out these Lucky Orange Blog Posts:

1. What’s the role of landing pages? Landing Pages Explained.

2.  5 Hacks to Improve your Landing Page Conversion Rates

In just a short timeframe, Runway Health has transformed from a startup addressing a critical gap in travel health to thriving B2C brand. 

By leveraging Lucky Orange alongside other powerful tools, Josh and his team have not only optimized their site for better user engagement and conversion rates but also streamlined their approach to customer satisfaction and service. 

For e-commerce brands looking to replicate this success, integrate Lucky Orange to gain invaluable insights into customer behavior and watch these targeted optimizations drive conversions. Whether you're launching new landing pages or fine-tuning existing ones, Lucky Orange empowers teams to enhance user journeys and maximize ROI. 

Begin transforming your e-commerce strategy today by starting a free trial. As always, happy optimizing.