Getting prospective patients to visit your website or another one of your digital assets is only half the battle, an important half, certainly, but still, only half. What about the other half? How do you increase your chances of visitors turning into leads? Into taking action? That is an art and a science unto itself. We call it conversion rate optimization and it is the combination of multiple strategies designed to convert more website visitors into actual leads. Of course, we handoff those leads to you and your staff to convert them into patients. We hope that conversion rate optimization goes beyond our website strategic efforts and into your practice’s consultation room where you are converting as many prospective patients into actual patients.
When it comes to the website of things, however, Surgeon’s Advisor has you covered. We employ a variety of strategies, toolsets, and analytics services to improve the odds of visitors turning into actual patients. It’s a numbers game after all, and minor fluctuations in the numbers can have an impact on the ROI. Beginning in 2015 especially, we started aggressively focusing on conversion rate optimization and squeezing every additional lead out of the visitors on our clients’ websites. The results have been phenomenal. We have seen a 50% improvement in aggregate total leads. Think about that for a moment. 100 leads a month becomes 150 leads a month. 300 leads a month becomes 450 leads a month. If each of those leads represent $6.000 or $7000 worth of procedural revenues, the numbers can be staggering.
A Variety of Tools Help us Build Better Plastic Surgery Websites
How do we do it? There are tried-and-true strategies laid out by specialists who focus in the field. We utilize tools like heat mapping and Google Analytics to see what visitors are doing on the site itself. We’ve even seen videos of the experience including their mouse movements as they migrate around a client’s website. We also place calls to action prominently across multiple zones on the site and see how they perform against each other. In addition, we use split testing to test different versions of an element, whether it be a contact form button, the size of a phone number, or the location of newsletter signup. And of course we use responsive design to make sure we have the optimal layout for each device and platform, with desktop users seeing what’s right for them, tablet users focused on what’s right for them, and mobile phone users getting an appropriate layout for their needs.
When you combine all of these tools and strategies together, and measure their performance over time, and adjust accordingly, each piece combines together to create a substantial impact. That impact can be significant. If each element can pull just 5% more than another, and there are five elements combined together, we can pull 25% more leads.
Conversion rate optimization is powerful and it works. And we focus on it day in and day out for each of our clients. If you are interested in learning how to squeeze more leads out of your website visitors then please contact us here or call us at 305.763.8011.