Healthcare Marketing Glossary

In the world of digital marketing, conversion rate is one of the most important metrics to track. It measures the effectiveness of a website or landing page in turning visitors into customers or leads. By understanding and optimizing conversion rate, healthcare marketers can improve the ROI of their digital campaigns and make better use of their marketing budget.

What is a Good Conversion Rate?

The average conversion rate across all industries is around 2-3%, but the specific conversion rate for healthcare can vary depending on the type of service or product being offered. For example, a website for a medical practice may have a higher conversion rate than a website for a medication. It’s important to benchmark your conversion rate against industry standards and also against your own past performance.

Factors that Affect Conversion Rate

There are many factors that can affect conversion rate, and healthcare marketers should be aware of them in order to optimize their website or landing page. Some of the most important factors include:

• Website design and user experience (UX): The design and layout of a website can greatly influence whether a visitor stays on the site or not. A clean, modern design with easy navigation and clear calls to action can improve conversion rate.
• Website loading speed: A slow-loading website can lead to visitors leaving before the page finishes loading. Optimizing images, compressing files and using a content delivery network (CDN) can help improve loading speed and thus improve conversion rate.
• Website copy: The text on a website should be clear, concise, and engaging. It should also be written with the target audience in mind and include relevant keywords for search engine optimization (SEO).
• Trust and credibility: Visitors are more likely to convert if they trust the website and the business behind it. This can be achieved by including customer testimonials, displaying certifications or awards, and having a professional-looking website design.
• Offers and discounts: Offering a special deal or promotion can encourage visitors to convert.

Optimizing Conversion Rate

To optimize conversion rate, healthcare marketers should regularly test different elements of their website or landing page, such as headlines, images, and calls to action. A/B testing can be used to test different versions of a webpage to see which one performs better in terms of conversion rate.

In addition to A/B testing, other tactics that can be used to optimize conversion rate include:

• Heat mapping: This technique allows marketers to see where visitors are clicking on a website, which can reveal where they are getting stuck or where they are most engaged.
• Form optimization: Making a form as short and simple as possible can improve the chances of it being filled out.
• Exit-intent pop-ups: These are pop-ups that appear when a visitor is about to leave a website. They can be used to offer a special deal or to ask for contact information in exchange for a free resource.

Conclusion

Conversion rate is a critical metric for healthcare marketers, as it measures the effectiveness of a website or landing page in turning visitors into customers or leads. By understanding and optimizing conversion rate, healthcare marketers can improve the ROI of their digital campaigns and make better use of their marketing budget. By testing different elements of their website, using heat mapping and form optimization, and implementing exit-intent pop-ups, healthcare marketers can improve conversion rate and ultimately drive more conversions.

Conversion Rate FAQ