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To reduce friction on homepages or any pages above the fold to learn about COVID-19 vaccines quickly, we added:

  • Temporary banner to inform visitors of the most important action to take, specifically in signing up for a vaccine appointment and determining their phase eligibility

  • Sign-up primary call-to-action (CTA) to nudge on the primary behavior for increasing the number of mobile and web visitor sign-ups for vaccination appointments

  • Learn more secondary CTA to build trust and encourage visitors who have different behavioral motivations other than signing up for an appointment

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