A conversion happens when you get prospective patients who visit your website to take any action designed to lead to an immediate or future appointment with your practice.
While it can be a long journey from getting someone to share your social media post, download a free report or submit a form on your website, these are types of conversions that are getting people down the path to becoming a new patient.
Schedule an appointment, submit a form, click an offer, read a blog post, visit a landing page—these are the conversions you want to see from website visitors to grow your dental practice. The percentage of visitors who take any kind of action, or convert, would be your conversion rate.
What Kind of Conversions Do You Need for Your Practice?
Increasing website conversion rates is a top goal for any growth-focused dental practice marketing strategy. To get your conversion rates higher, you first must figure out what it is you want your website to accomplish for your practice. For most practices, the main conversions would be to call your office or submit a form to schedule an appointment. If you offer higher-end services, it may be downloading a free report about these services.
As an example, if you sell products online, then the most important website conversion rate would center around purchases made. But, for dental practices, websites are used to grow awareness, generate leads, and convince website visitors that your practice is the best solution to meet whatever needs the potential patient is looking for. Once you determine which conversions are the most important, you’ll need to know what your current conversion rate is for each action you want your website users to take. Using a tool like Google Analytics is the easiest way to determine what your website conversion rates are. All the data sets you need are just a few clicks away.
Here is how conversion rates are determined: If you have 400 website visitors a month and 100 take one of the actions you want them to take, then your conversion rate is 25% (because 100/400 is .25). A website conversion rate of 100% is not possible, but your goal should be to optimize your website for conversions to get this number as high as you can.
How to Increase Your Website Conversion Rates
- Get Mini-Commitments
Mini-commitments are little steps you ask your visitors to take towards a conversion goal. They are so small that your website visitors don’t need to think too much about doing them because there really is no cost or risk involved.
You can build on these mini-commitments to create engagement, acquaint visitors with your brand, and progress them down the path towards your ultimate conversion goals.
- Use Bold Calls-To-Action That Entice
Calls-to-action let your website visitors know what you want them to do next; clearly communicate these! Let them know the benefits of taking action now and use power words to influence conversion.
- Get Website Visitors to Call You
Make sure the phone number is clearly visible at the top of the page for both desktop and mobile versions of your website. Click-to-call technology lets you build on high-value engagements; creating a unique experience for prospective and existing patients.
Having a call tracking number on your website will enable you to monitor calls and call back any missed calls.
- Build the Trust Factor
Trust is one of the biggest factors in selecting a new dentist. Social proof, such as online reviews and testimonials on the home page of your website, will help to build trust. What someone else says about you has much more credibility than anything you can say about yourself.
- Use Soft Conversions and Nurture Leads
Soft conversions, such as downloading a free report, are actions taken that indicate an interest in your services. Not every visitor to your website is ready to schedule right away. Higher-end procedures are big decisions. There is an overwhelming majority of your potential patients who are seeking more information in order to be sure they are making the right decision. These smaller conversions should be considered valuable leads, though they will require a follow-up system to allow more time for nurturing. This nurturing can then lead to the ultimate goal of scheduling an appointment.
Investing in Conversion Rate Optimization
Conversion Rate Optimization (CRO) should be part of your digital dental practice marketing plan.
Begin where it’s easiest for your practice to optimize today. It will be possible to see small wins almost immediately. Try one or two of the conversion rate optimization tactics at a time, track the effectiveness, get rid of what isn’t working and invest in those activities that make a difference for you.