The ultimate goal of your company’s marketing tactics is to convert consumers into customers. If this is an objective that your company actively tries to achieve, it’s already engaging in conversion optimization tactics — even if it doesn’t know it.
What is conversion optimization, though?
While it may seem obvious that every company wants to convert website traffic into sales and improve client acquisition rates, getting your target audience to take action doesn’t happen by chance.
That’s where conversion optimization techniques come into use.
Want to learn more about how your clinic can earn more clients and achieve greater growth? Keep reading to learn what conversion optimization is and why it is a useful tool for accomplishing your company’s goals.
What is conversion optimization?
If you’re reading this post, you’re probably wondering, “What is conversion optimization?” As the name of this trusted digital marketing tactic suggests, conversion optimization improves your website’s ability to drive conversions.
The following is a list of common conversion examples:
- Request a quote, tour, or consultation on your website
- Join your mailing list or subscribe to one of your services
- Purchase a product on your page
- Create an account on your site
Whenever someone browses your website, social media, or another one of your online pages, you want them to complete a goal. Whether you would like clients to sign up for a mailing list or contact your team, you want to increase your chances of earning a new client.
These goals motivate your team to optimize your online content for conversions. You want to find out what drives your audience to ensure that they come back to your website, research your services, and contact your team.
Why does conversion optimization matter?
You may wonder, “Why should I care about conversion optimization?” After all, it’s enough to use basic marketing techniques and let viewers decide for themselves whether they want to pursue your services, right? Not quite.
Anytime you engage in marketing, you invest valuable money into your company’s growth. You can’t achieve your goals for growth, however, if your website traffic and branding awareness efforts fail to generate sales.
Conversion optimization helps your digital marketing efforts lead to conversions. When you produce relevant marketing material, as well as improve the usability of your website, you encourage your target market to take action, which can result in the following:
- Higher conversion rates
- Increased return-on-investment (ROI)
- Improved customer acquisition rates
While generating brand awareness is crucial, conversion optimization motivates your center’s online visitors (that are aware of your brand) to take the next step with your business, whether by touring your facility, speaking with your team, or signing up for a service.
5 tips for improving your conversion optimization
To successfully optimize your conversion rates, you need to know how, who, and what to target on your website. Not sure where to begin? Below, you can find five simple steps that you can take to help your facility reach more clients and grow.
1. Test your landing pages
You may already have a website, but do you know how well it performs? When you run tests on your website’s landing pages — a landing page is where people first arrive on your site — you increase your chances of improving your conversion rates.
Many marketers perform A/B testing to evaluate which two versions of a page (A and B) do better with viewers. The two versions generally have one difference, like a changed headline, image, or color scheme.
Which aspects of your website already have high conversion rates? How could you improve the user experience on that page? What are some ideas for making the page even more user-friendly?
When you test two different webpage variations, you can collect data that provides you with the information you need to make data-driven changes in your site. These updates can lead to more calls, visits, and more.
2. Know your audience
Do you know the characteristics that define your target audience? If you don’t know your audience, then you may find it difficult to build your center’s client base. Any business interested in conversion optimization needs to know their target audience.
Whenever you produce a new blog, article, infographic, or any other source of information, you want to reach your audience. While every rehab facility needs to attract new clients, their target market won’t always be the same.
That’s why digital marketing, as well as conversion optimization, isn’t one-size-fits-all.
Conduct research to gain a better understanding of the people browsing your website. What demographic do these individuals represent? What kind of questions do they have about rehabilitation?
Use the information you gather about your target market to inform your optimization efforts.
3. Improve your trustworthiness
In the healthcare industry, it’s essential to offer a trusting and supportive experience for clients. If your center can’t provide that, it’s unlikely people will choose your facility for their wellness needs.
Across your website, you need to emphasize the professionalism and discretion of your team and center. If you offer online payments, then it’s also critical for your site to have the proper security features to protect user data and process payments.
4. Use CTAs in your posts
Using calls-to-action (CTAs) across your website is a skill your business will want to master. While you may think it’s enough to include a CTA on a service-related page, you can also use relevant CTAs on your blog and social media posts.
In most cases, your social media and blog posts will have different CTAs than your service pages. For example, on your social media profiles, you may invite users to comment. In comparison, your service pages would suggest readers contact your business.
Sometimes, readers may not reach the end of your blog posts or articles.
People often spend only a few seconds or minutes skimming content, so it’s crucial to grab the attention of your reader and provide an easy-to-follow page layout. With this format, readers can find what they need, like your rates, services, or phone number.
5. Retarget and re-engage your audience
When people visit your site for the first time, they don’t become loyal and devoted consumers. They may even exit off your page shortly after arriving on your website. How can you get them to come back and reconsider your business?
Retargeting and reengagement help you reconnect with these visitors.
Send reminder emails to these individuals — if they joined your email list — and invest in ads that target these visitors. You’ll keep your brand at the top of their mind, which can give them the incentive to return to your website and act on your CTAs.
Optimize your website for conversions
Brand awareness is the first step in helping your clinic grow. The next step, and perhaps the most crucial focuses on turning that brand awareness into a conversion, which can have a direct impact on your center’s growth.
If your center isn’t using conversion optimization, you’re limiting your growth and your team’s ability to help clients in your area. Invest in conversion optimization to build your facility and assist more people in your area.
Need help with conversion optimization? WebFX can help.
With more than two decades of experience, as well as a team of more than 200 digital marketing specialists, you have direct access to one of the most trusted full-service online marketing agencies.
Get started on your custom strategy by contacting us today!