Within the healthcare industry, website conversion rates can vary from 3% to 8%. Therefore, a website with an 8% conversion rate is doing well. However, in absolute terms, 8% is tiny compared to the 92% that didn’t convert. Why is that? Why are conversion rates so low?
The quick answer is that people aren’t identical. Designing a landing page that targets the average customer/patient is crude because it neglects the spread of customer characteristics about this average. For example, a store that sells only one shoe size that fits the average foot will see far fewer sales than the store that includes shoe sizes accommodating variations of this average.
Effectively targeting a broader range of people however is no easy feat. The problem of conversion isn’t limited to your call to action or even to your landing page layout. It starts with your traffic sources and the marketing campaigns used to draw these people to your website and continues with their path to conversion. The number of variables you can control over this path is enormous, and a true optimization of your conversion rate by tweaking and testing these variables is a huge undertaking, especially if you have a large website that sells multiple products and/or services.
These conversion variables include:
- Traffic sources: not all traffic sources are the same or appropriate for your services and products
- Headlines: the headline is what first draws a prospect’s attention. It determines whether a person clicks through to your website from Google, opens your email, clicks on your Facebook ad, reads your blog post, or reads your landing page offer
- Choice of imagery: images of smiling people (that don’t resemble stereotypical stock imagery) often increase conversions, but not always
- Website loading speed: slow loading pages are devastating to conversions
- Targeted demographics: the appeal of your offers vary depending on the demographic of the viewer
- Specifics of your offer: important specifics include price, appearance, and whether it solves the visitor’s problem
- Site navigation: the ease with which visitors find what they’re looking for by navigating around your website
- Focused content: the simplicity and focus of your landing pages
- Personalization: offers based on the specifics of users’ past interactions with your website, emails, apps, social media campaigns, and past promotions
- Service gap minimization: filling service gaps between customer/patient needs and the offers of your competitors.
- Search data utilization: leveraging the visitor’s search history on your website
- Timely offers: tailoring offers based on the visitor’s buying cycle stage
While the above list isn’t comprehensive, it should give an idea of the magnitude of the task that lies before you. As mentioned previously, truly optimizing website conversion takes into account many important variables and is a huge undertaking. However, the analytics tools for measuring their effects on conversion are available. On the other hand, storing this vast information and making insightful analyses are big data problems. Healthcare businesses that master these big data challenges will break well out of single digit conversion rates and become the leaders of their industry.
To learn more ways to enhance your organization’s digital presence, be sure to attend Digital Pharma East, taking place October 24-27, 2016 in Philadelphia, PA. This year’s event brings together more than 800 pharmaceutical, biotech and medical device innovators who are implementing company-wide digital ecosystems to embed digital health across all channels to enhance customer experience. To learn more about this event please download the brochure or visit the website. Click here to register and be sure to mention Priority Code C649BLOG.