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Part 3  Implementation

These are some of the design elements used by Ultralase to help it achieve its goals:

  1 

Carousel area (centre top of page). Use to deliver key brand messages and position the brand through 

imagery.

  2 

Customer journey highlighted (buttons below carousel). The ‘call-to-action’ buttons for ‘book a con-

sultation’, ‘request a brochure’ and ‘find your local clinic’ help highlight what the customer can do on the 

site and its goals.

  3 

Intro text. This helps show relevance for users, communicates key brand messages and is used for 

search engine optimisation to target the keyphrases laser eye surgery and treatment.

  4 

Incentivised  response-  form (left sidebar). Multiple incentives and prominent position consistent with 

eyetracking studies.