How the #1 hospital in California is scaling its conversion rate optimisation programme with Lupine (PBX Ideate)

Cedars-Sinai, ranked the #1 hospital in California, recognised that the biggest bottleneck in conversation rate optimisation was the ideas. And with millions of patients relying on it’s website every year, improving the online experience was a patient care imperative. Yet Chris Strobl, the Senior Optimisation Engineer responsible for running the hospital's entire experimentation programme, was doing it largely alone.

Until PBX Ideate – powered by GAIN’s Lupine, arrived on the scene.

What to test - and where to find the time?

Traditionally, the ideation process is time consuming and labour intensive.

In Chris’ case, he was running three experiments a month. His team had a handful of contributors, but nobody was dedicated full-time to thinking critically about how individual pages could perform better.

But when Cedars-Sinai joined Kameleoon in 2025, Kameleoon introduced PBX Ideate (powered by Lupine) to take on all that deep analytical thinking.

Rather than accelerating the build or the QA process, PBX Ideate (powered by Lupine) focuses on the ideation stage: surfacing what to test, grounding recommendations in data from over 10,000 real experiments, and giving teams like Chris' a structured, evidence-based starting point.

This meant Chris could now scan a page, receive a ranked list of test ideas, and convert the best ideas directly into precise prompts ready to build – all in a few clicks.

Cedars-Sinai used Lupine to build a foundation for ideation, then applied human judgement to refine, iterate and quality assure proposed variants before they went live.

Lupine - powered ideation inside Kameleoon

Lupine draws on over 15 years of CRO expertise and is grounded in learnings from more than 10,000 real-world experiments. The tool uses the proprietary Lever Framework, which classifies friction across dimensions including Comprehension, Motivation, Trust, Cost, and Usability, to generate structured root causes, hypotheses, and test ideas for each page or section of a website.

As GAIN's AI Product Director Drake Som explains: "What makes Lupine different is that it is not just generating ideas in a way that a generic AI tool or LLM might. It is built on real CRO expertise and proven frameworks, so the output is grounded in reasoning, evidenced-first prioritisation, and what actually works in practice."

Easier access to healthcare

Healthcare organisations have historically lagged behind in digital experimentation, constrained in part by legal requirements. Yet in this case the stakes of a confusing patient journey are not just commercial - they affect whether someone finds the help they need.

Cedars-Sinai’s approach shows that scaling experimentation does not start with automating every task. It starts with improving the quality and speed of the decisions made before a test is built.

Lupine helps teams identify likely friction, create more structured hypotheses and focus their effort on opportunities worth exploring. That gives lean teams a stronger basis for experimentation, while keeping people responsible for the judgement that matters.

Want to see for yourself?

Lupine, as a standalone product, is now available on the GAIN platform for you to run an analysis of your website for free - no strings attached.

Analyse your website here: iq.thisisgain.com/lupine

PBX Ideate is available to Kameleoon customers on a PBX plan.