Do you know how many people are coming to your rehab center’s website, and then leaving to find a different rehab center? Are you sure you’ve set up your website to provide visitors with what they need to make a decision on coming to yours versus going somewhere else, or are you simply hoping for the best?
If you don’t have the answers to those questions, it’s time to consider how your website is converting people who end up on your site. This is known as website conversion, and it’s an integral measure of how well specific elements (known as key indicators) of your site are performing.
A Basic Look at Website Conversions and What They Mean
Every time a visitor comes to your rehab center website, you have a chance to make a conversion. A conversion could be any action, including picking up the phone and calling your toll-free number, filling out an online form for information, clicking through to another webpage for information, joining a mailing or e-mailing list, or chatting with a representative online. You decide what the exact conversion is per page.
After you have determined your preferred conversions, you need to track those conversions using web analytics. In many cases, this is done with the help of a web marketing company. Your web marketing partner will be able to develop reports that ensure your site is maximizing its conversions.
Why It’s Important to Know Your Site’s Conversion Rate
Could you ignore your conversion rates? Yes. Is that wise? No. If you don’t understand which pages are underperforming (or exceeding expectations), you are missing out on a huge opportunity to improve the performance of your site. You’ve invested in your rehab center’s website development. Doesn’t it make sense to constantly evaluate your continuing return on investment (ROI)?
Aside from ROI, knowing your site’s conversion rate for key performance indicators (often abbreviated as KPIs) will help you help others. Your organization’s mission is to change lives for the better. If your conversions are lower than you want, you’re ignoring segments of the population who could benefit from the rehabilitation possibilities you offer.