How do you measure the success of a medical practice website? User interaction and call-to-actions.
You could have a lot of traffic going to your practice’s website, but those visits don’t really matter if you aren’t converting them into actionable items your patients or visitors need to take. The only visitors that matter are those that taking up your advice or information and converting them into an action such as booking an appointment, phone call or simply liking and sharing your content. All other traffic is essentially wasted.
Are you finding yourself with a decent traffic, selling the right message and yet no patient interaction? Then read on to find out why your practice website isn’t converting and what you can do about it.
Check Your Analytics
First things first, you should know your current reciprocation rate. Whether you measure your reciprocation by booked appointments, likes, shares or newsletter signups: you need to be measuring and tracking those interactions regularly. You can track your interaction rate using Goals in Google Analytics. There are other platforms available for analytics but for the sake of simplicity lets use Google Analytics.
Next, we need to know what’s considered a good interaction rate? The ideal rate is between 5 to 8 percent. And if you’re having less than 2 percent conversion and your website value isn’t very high, this is where you need to address the problem.
Here are five reasons why your medical practice’s website may be underperforming.
1. Bad Mobile Experience
Be it medical or dental, If your practice website isn’t mobile-friendly, there is no way it will survive in todays mobile world. It isn’t enough for your site to be responsive, it has to be designed specifically for mobile in terms of content and site structure.
But what does designing for mobile entail?
- Using appropriate font size that has easily legible text
- Using concise paragraphs
- Keeping buttons and interactions easy to access
- Design with less call-to-actions
Ensure to keep testing your mobile site. On iPhones, Android Phones and various other tablets. Perhaps you should even ask customers and family members for feedback on your site’s mobile experience.
Today providing a good mobile experience is the single most important thing you can do to boost your interaction rate.
2. No Call to Action on Interactions
Your practice website could be mobile-friendly with engaging and valuable content, but without a clear call-to-interaction, you simply won’t convert. Patients may want to interact but just don’t have right opportunity presented. That doesn’t mean over blowing it with numerous call to actions though.
Keep them prominent, clear, specific, and compelling. Provide necessary information, and flow so that can successfully complete an action. Example: for a newsletter sign-up call to action, create easy to access button (preferably with text copy) and let user understand benefits of signing-up when see.
3. Your Users Are Lost/Annoyed with Your Practice Website
Sometimes, visitors are simply visiting to check hours, location or book an appointment. You may be missing out on these conversions if there is something off-putting about your site, such as large banners, overlays, annoying calls to signup to newsletter, etc. Look at your bounce rate in Google Analytics: if it is high (over 70%), then you know there is something that is not right.
In such cases, you need to find the root cause of the problem is. This could be tricky. The best approach is to talk directly to your patients via a quick survey. You may also look into heat maps and patient journeys via Google Analytics.
A few common annoyances on practice websites:
You hide most common information
Navigation is too difficult or cumbersome
You have too many call to actions
Your medical website doesn’t appeal to your target patients/users
Good news is, these are all problems with a rather easy fix. Work with a medical website specialist and see what they suggest.
4. You’re Targeting Wrong People
Practice website first need to cater to their locality. You visitors are most likely on your website either directly or via Google Search to check hours, phone number or see if you are working during a holiday. Providing this information first hand will be the key to success. The other set of audience is the ones looking to learn more about local practices specializing in your office capabilities (example: customers searching for root-canal specialists nearby). Your website should be able to address the local crowd. A lot of medical websites aim to please everyone – but they can’t – and end up loosing the more important local market.
You could be writing for the wrong audience, perhaps writing for a bigger demographic than you should be; in any case, broad targeting could negatively impact your interaction rate. Your marketing and website design should speak directly to a right demographic that your capability is serving. Example if you are a Pediatrician, ensure your website targets parents more than children.
5. Slow Website
When your website doesn’t load fast, your visitors leave and are unlikely to visit again in the near future. This goes hand in hand with providing great mobile support. Having majority of visitors coming from mobile, you need to make sure to provide fast load times over 3G connections. In fact, keeping your website’s download to a respectable size can greatly impact your traffic growth.
There are many factors that can slow down your site, such as:
A site that isn’t optimized for mobile
Out dated or broken links
Bad web host provider
Very verbose and messy code
Too large images that aren’t optimized
Heavy components such as Flash and Java
Not suing CDN (Content Distribution Network)
You can check your site speed using webpagetest.org. If it is anything less than A grade, you need to work on it. Studies show that most users quickly exit sites that take longer than 3 seconds to load.
A bonus sixth reason why your practice website may not be converting. Many physicians, simply don’t care enough for their marketing. If you’re not measuring, you’re guessing, and that rarely makes any strides.
Have a clearly identified goal, and start making small improvements based on measurements you see weekly if not daily.
These five reasons are just a starting point to help boost your conversion rates. There are many other reasons why your site may not be converting. However, these are fairly common ones. Talk to an expert to see how your website can be improved.