It is very important that your medical website can fulfill the main purpose of its existence which is to capture as MQL s as possible , and convert them into patients. The first stage is up to us . We have to use the right tools that are needed so as to analyze the business of your clinic or of your hospital and then we create a baseline. This stage will give us all the information in order to pinpoint where the loopholes are in every stage of the funnel and where we lose patients or traffic.
We first have to understand how customers are behaving (and we don’t use only analytics to do that ), and to do that we will undertake a list of experiments to correct each loophole and minimize every friction that may occur on the funnel. We are also going to implement several hooks that will make sure we achieve our goal of patient acquisition via referrals. We do not do that only. We also optimize the way the content is presented and we do that on each and every page so that we can be sure that the content is understandable and easy to consume.
The service of convert rate optimization that we do (cro) also includes the adding of tools for Alpha / Beta testing, experimentation , heatmaps , and content analytics, in order to see how engaged people behave within our website. We also have form tracking , landing page optimization Etc.
Few of the most common cro problems we have seen in our doctors :
1) The site tries to approach different patient audiences at the same time : patients, professionals, hospitals, enterprises, B2B and B2C
2) the site sets at context related set of options based on age. Something that doesn’t make sense
3) the messages are not correct on site and a lot of elements of on-site SEO are missing. This makes it difficult for patients to connect with your brand and your clinic. IE favicon is missing, fonts are difficult to read Etc
4) the call to action button does not exist or it has been put into the wrong place
5) if there is a sign-up process then it is too complicated for the patient and so the patient will be reluctant to do any sign up
