There are many important digital marketing metrics that a healthcare clinic should track. Engagement rate, click-through rate and bounce rate are all essential key performance indicators. But conversion rates play a huge role in your bottom line.
Conversion rates essentially mean that a person takes action on your digital marketing asset, whether it be clicking a link on social media or filling out a form at the bottom of a blog post. By learning about the role they can play in your clinic’s marketing goals, you can adjust your strategy according to how the rate goes up or down over time.
We’ll talk about the basics of conversion rates and the role they play in digital marketing for healthcare clinics.
What exactly are conversion rates?
While we briefly mentioned what a conversion rate is, let’s dive into a more specific definition. A conversion rate is the percentage of people who click on one of the digital assets on your clinic’s site and take a desired action.
A conversion rate is calculated by dividing the number of actions taken during a particular time frame by the total number of visitors to your site, then multiplying the result by 100.
Conversion rates for healthcare clinic sites often refer to actions such as filling out a contact form or booking an appointment.
Why conversion rates are essential for a healthcare clinic’s digital marketing
Conversion rates can play a large role in the success of a clinic’s digital market efforts. While it’s always nice to have people look at your ads, social media posts and content, it’s important that they actually follow the next step to becoming a patient or booking an appointment. That’s how digital marketing leads to revenue and growth.
While booking an appointment brings in revenue, that’s just one conversion. There are many small conversions that can move your patient along the journey to getting there. For example, opening an email with a newsletter is one conversion; clicking on the link at the bottom of the email is another.
Conversion rates can help a clinic:
- Track different marketing campaigns across avenues.
- Determine which platforms have the most effective engagement.
- Set return on investment (ROI) expectations.
- Spot technical user experience issues.
- Figure out effective calls-to-action (CTAs) that appeal to the user.
At BURG+CO., we know the importance of conversion rates in digital marketing. Not only do we help you create the action in your digital assets, but we also track the progress and tweak the strategy as needed.
Factors that can influence a conversion rate
Now that you know what a conversion rate is and why it’s important, how do you actually get a user to take action? By looking at the factors that impact conversion rates, you can make sure that your campaign strategy is as effective as possible.
Here are factors that can impact conversion rates:
- Presence — Be sure that you’re present in as many avenues of digital marketing as possible, from social media and blog content to email and search engine result pages. By increasing your reach, you can increase the number of people taking action on your digital assets.
- Personalization — By getting to know your demographic and their online behavior analytics, you can personalize the offer or CTA to their preferences as much as possible. Marketing should always be personalized and targeted to the user.
- Aesthetics — Conversion rates occur when you keep the user interested enough to keep learning and exploring what you have to offer. That means grabbing their attention with the presentation of your blog CTA, advertisement or social media post.
- Location — In order to follow a desired action, the user has to be able to see it. Figure out where your users’ eyes are drawn to on your site using heat map analytics, and make sure the CTAs are positioned in a place that brings a lot of eyes.
Want to attract new visitors to your website through marketing for conversions? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
