Healthcare consumers demand better, more personalized experiences at every touchpoint. According to Google, approximately 77% of people use search engines to start their patient journey.
So, it makes sense for healthcare businesses to focus their attention on their websites, landing pages, and paid search campaigns. But what happens after your ads have captured their attention—especially with a PPC or display ad? Do the consumers convert or bounce?
I recently interviewed Brian Massey, Founder and Conversion Scientist of Conversion Sciences, an agency dedicated exclusively to site testing and optimization. I was first introduced to Brian through one of the leading digital marketing conferences. During the podcast, we discuss how personalized landing pages and easy-to-use online forms can elevate your paid search campaign and grow your business.
Brain and I recommend all healthcare businesses re-examine their digital marketing efforts to ensure they’re patient-centric, intuitive, and drive better conversion rates and business growth.
In this podcast, Brian shares valuable insights about the benefits of conversion rate optimization tactics on your paid search landing pages and online submission forms.
In case you don’t have time to listen to the entire podcast, here’s a summary:
Patient experience must be central to everything you do as a marketer, whether you’re building paid search ads and websites or crafting marketing content and social media posts.
During our discussion, Brian shared several valuable insights, including why an intuitive buyer journey, highly relevant and engaging content, and clear calls to action are essential.
He offered this personal anecdote, which I think helps drive this point home.
"I needed a preventative health screening, a heart scan, just to make sure everything was healthy. My doctor gave me a link, but unfortunately, it directed me to an unhelpful page with no relevant information for my immediate need." Brian continued, "There wasn't a signup link for the scan I needed, and the 'Find a Doctor' feature was cumbersome, requiring knowledge of complex terminology. It was extremely frustrating during a time in which I felt vulnerable and cognitively depleted."
The good news is that he got the needed scan, and all is well. The bad news is his patient experience, though assuredly unintentional, was lackluster at best.
However, it made him acutely aware of the importance of a positive patient experience—from the first touchpoint.
Next, we explored how to create more intentional strategies that humanize the online patient experience and how these strategies help boost conversions and lower acquisition costs.
“Optimizing your landing experience decreases your acquisition cost, which means you can spend more, which means you can expand your keywords, which means you expand your traffic, which means sales and revenue go up,” shared Brian, “It’s a multiplicative effect.”
To improve the patient experience and increase landing page conversions, Brian encourages healthcare organizations to focus on these page elements in this order
Unlike homepages, which must encompass the entirety of your brand, landing pages offer businesses a unique edge. “You know why they’re there, and you know what they’re looking for,” Brian explains, “You can design everything on that page to meet those specific needs, and you can do it quickly and efficiently to drive higher conversions.”
Once a landing page is optimized for your paid search campaign, it's essential to analyze the data regularly and optimize it to remove as much friction as possible.
This ongoing effort to improve your landing page experience will increase patient satisfaction with your brand, boost conversions, and help you achieve your business goals.
I want to thank Brian again for sharing his time and expertise. I hope it's provided you with new and valuable insights into the benefits of conversion rate optimization strategies. If you’d like to stay up-to-date on the Conversion Scientist and his informative content, I encourage you to subscribe to his emails.
If you need help with your marketing or optimization strategies, please contact us.