An increasing number of Healthcare companies are creating an online presence for themselves. This is a great way to grow your practice or spread important messages; the vast majority of people begin their search for a new service online.
When a user arrives at your website, you want to convert them to a lead. A conversion is simply when a user takes the action you hope they will - whether this is to fill in a form, book an appointment. You’ll know if your website is working for you if you get patients approaching you online.
If you’re not getting the conversions you want, make sure that you’ve considered some of the following tips.
In the health industry, almost 60% of the traffic is on a mobile device. A site that’s not prepared to accommodate users who are on a device is a site that will be losing customers. There are a few ways to optimise your site for mobile, but the best way is to ensure that it is fully responsive.
It’s important to know where you’re starting if you’re hoping to improve. If you don’t already have Google Analytics set up, this should be your first port of call. From this, you’ll be able to see how your site is performing, so you can then see the results! You’ll also know what a normal conversion rate is for you - for some, a conversion rate of 3% is great, and for others it’s very low.
There are many things that could be putting off a potential client. We usually recommend CRO - Conversion Rate Optimisation - to identify what is working for or against your site. This tracks how users behave when they arrive at your site, so that you can clearly see where they might be getting turned away. At the very least, ask somebody who has never used your site to try a conversion. They might be able to tell you what is putting off your site visitors.
Once you’ve identified the issue, it’s time to make changes and see the results. As Digital Marketers, we’re advocates of testing a variety of solutions. If the buttons on the site aren’t being used, try a few different Calls to Action, or another colour. By using A/B testing, you can try out two solutions and choose the one that performs best. Don’t be afraid to try something that you might not be sure about - you might be surprised.
Although there isn’t a one-size-fits-all solution to improving a conversion rate, there’s one general rule to keep in mind: Keep It Simple. Don’t make it difficult for your customers to find out the information they need or to get in touch with you. Make sure that your location is clear, your phone number is on every page, and that you don’t use too much complex terminology. Forms should be on the front page, or at the very least be signposted. If your customer has to search too hard, they will go somewhere that’s easier to interact with.
As Digital Marketers, our advice is to be constantly monitoring your site and making improvements. This should be through CRO, customer feedback, and your own knowledge of your industry. There’s rarely such thing as an 100% conversion rate, so there will always be at least some room for improvement.
To find out more about Conversion Rates and how Digital Marketing can help you, get in touch with Zinc Digital today.
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