K11 Conversion System

11.1

Hero formula

Precision, made visible.① 3 / 8 WORDS

18% shorter OR time per robotic knee case.²② ONE LINE OF PROOF + CITATION

Request a demo →Calculate your value

③ PRIMARY + LOWER-COMMITMENT SECONDARY

CE · FDA 510(K)*ISO 134851,200+ HOSPITALS*④ TRUST ROW

①Value proposition, 8 words or fewerA concrete benefit, not a category label. The accent word goes in the serif.

②One line of proof, with citationThe single strongest outcome for the chosen role. It must open a study card.

③Primary + secondary CTAThe primary is always "Request a demo" for HCP roles. The secondary is lower-commitment and changes per role.

④Trust rowRegulatory status, installed base and certification. Mono caption, never linked.

11.2

CTA hierarchy

L1 · PRIMARYRequest a demo Request a demo → Filled Scrub. Once per viewport. Hero, sticky bar, CTA band, product pages.

L2 · SECONDARYTalk to a specialist Talk to a specialist Outlined ink. Lower commitment. Always next to the primary; never alone as the page’s main CTA.

L3 · MICROEvidence, calculator, courses Download clinical summary Ink outline or tertiary. Builds trust and captures leads through progressive profiling.

L4 · NAVIGATIONALRead more, explore Explore Veyra ARC Link style. Moves visitors between pages; never used for a conversion.

RULEOne primary action per viewport.It is visible above the fold and repeated at every decision point. The header copy is outlined, so there is never more than one filled Scrub button on screen.

RULENo dead ends.Every section and page ends with a contextual next step, including thank-you, 404, empty and error states.

11.3

Trust stack

Request a demo →Response within 1 business day · No commitment

REGULATORYCE · FDA 510(k)*Answers "Can we legally use it?"

INSTALLED BASE1,200+ hospitals*Social proof at scale

QUALITYISO 13485Procurement checkbox

RESPONSEWithin 1 business daySets expectations, reduces anxiety

PRIVACYYour data stays in the EUGDPR reassurance for EU buyers

FORMS 3 steps, about 8 fields Role cards instead of dropdowns Smart defaults from role and region Inline validation on blur Autosave between steps Privacy microcopy next to the submit button

PROOF Show, then cite Outcome metrics with study cards KOL quotes with credentials and disclosure Case study snippets with before/after Count of peer-reviewed publications

OBJECTIONS Answer before they ask FAQ with FAQPage schema Honest comparison table "First case in 90 days" timeline Financing: purchase, lease, pay-per-procedure Service SLA and a clinical evaluation program

POST-CONVERSION The thank-you page works Confirms what happens next, and when Calendar invite, with ICS download Three resources matched to the role Named contact and a direct line

11.4

Tracking-ready

TRY IT · CLICK TO EMIT EVENTS

// dataLayer events appear here

<a data-cta="hero-primary"
   data-role="leadership"
   data-variant="a">Request a demo</a>

<form data-step="2" data-form="demo">…</form>

// one delegated listener
document.addEventListener('click', e => {
  const el = e.target.closest('[data-cta]');
  if (!el) return;
  dataLayer.push({ event: 'cta_click',
    cta: el.dataset.cta, role: el.dataset.role,
    variant: el.dataset.variant });
});

11.5 · PERFORMANCE IS CONVERSION

LCP1.6 s / 2.0 s

CLS0.03 / 0.1

INP120 ms / 200 ms

Budgets per template: LCP < 2.0 s, CLS < 0.1, INP < 200 ms. Heavy visuals are lazy-loaded, and hero images are preloaded with fixed aspect ratios.

11.6 · ETHICAL BY DESIGN

✕"Only 2 demo slots left today!"✓Real availability from the calendar

✕Pre-checked newsletter box✓Unticked, with a plain-language label

✕"No thanks, I don’t care about outcomes"✓"Not now"

✕Bright "Accept" next to a grey "Reject" link✓Equal-weight buttons

◎ CONVERSION ANNOTATIONS OVERLAY Every demo page has a toggle in the floating "LUMEN Kit" pill. It adds a card per section explaining the goal, the audience and the CTA logic, for stakeholder reviews and handoff. See it on D01 Home →