Day in and day out we speak with doctors wondering what the so-called “silver bullet” would be for their marketing. Sure, you can try a combination of the numerous marketing options out there to attract new patients to your medical office, but is there anything that is pretty much guaranteed to work?
Three words: conversion rate optimization.
These words are what, if executed correctly, will ensure that your medical website will be high performing and get you the highest quality new patients possible.
What is conversion rate optimization?
Conversion Rate Optimization (CRO) is the process of making minor tweaks to your website and studying their effect on your overall conversion rate. Each change should be measurable and is best used to measure changes to KPIs (Key Performance Indicators) on your website like customer acquisition, form submissions, bounce rate, etc. The best websites for doctors should all use CRO to continually improve upon their marketing efforts.
Essentially, any factor that plays a part in whether your practice is achieving its goals can be modified through CRO.
What’s the big deal about CRO?
Conversion Rate Optimization is a big deal because it can empower your practice to be better than the competition, identify its own weaknesses, and increase leads much faster than other marketing methods (particularly outbound marketing). Read about different types of marketing.
The more your use CRO to fine-tune both your website and marketing messages, the better your ROI (return on investment). This means that over time you can spend less money, but get more in return.
Here are some other benefits of CRO:
- Higher conversion rates
- Easier than finding new visitors who may or may not be interested in what you have to offer
- Provides an optimal experience to visitors, thus avoiding the trap of boring them as soon as they land on your website
How do I perform CRO?
CRO is both an art and science. In fact, it’s about more than just testing what does and does not work. It starts with understanding who your audience is, what motivates them, and what you need to measure to understand the actions they are or are not taking on your website.
Once you have this data it’s time to take action on it. But creating actionable tasks isn’t something that just anyone can do. You need to understand how to study and analyze analytics. This is why it’s important to have a team on your side who can help with combing through the data you have and making decisions.
Data Should Be Actionable
There is an endless amount of data available through tools like Google Analytics. The trick is understanding what data is important and how it can be actionable.
Actionable: Data that provides you with enough insight to take action and make a change.
Using CRO for SEO
That’s a lot of abbreviations! But CRO is an important part of any search engine optimization strategy. You can use CRO to test various components of your search engine optimization strategy and how they influence both rankings and user experience. Learn about user experience in this blog post.
- Testing call to action buttons
- Testing content
- make small tweaks to content to see if they influence overall site rankings
- this includes your title tags, H1 tags, and so on
CRO on Landing Pages
Landing pages are used to provide visitors from paid advertisements like AdWords and Facebook ads a place to go that’s specific to the ad they clicked. Read more about PPC in this blog post. All landing pages are designed to move people through the sales funnel.
Here are a few things to consider when creating a landing page, which will also help with CRO:
- Who is your audience? Understanding this will help you create a page that appeals to the right people and is, therefore, most effective.
- How is my audience going to get to my website?
- What is your goal? Usually, it’s to get people to sign up for something, call, or schedule an appointment
Once you have this information nailed down, it’s time to design a page with components that can be tested using CRO.
The most commonly tested components include:
- layout – which fields should go first? Last?
- number of fields – what’s the sweet spot in terms of the number of fields people are willing to fill out and when you get the most information?
- color – if you highlight certain fields with various colors do more people fill them out?
- positioning – do more people fill the form out when it’s on the left side of the page or right? Top or bottom?
- which images most appeal to your audience?
- does replacing your imagery with photos that more closely resemble your target audience make a difference?
- Should your heading be changed?
- Do you really need a banner?
Each of these components can be tweaked (one at a time!) and the data can be used to tell you if your marketing is as effective as it can be.