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Healthcare Providers: A Primer on CRO

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CRO is Conversion Rate Optimisation — another aspect of healthcare marketing you can’t afford to avoid. In this blog, we’ll break down the basics of CRO so you feel confident in understanding its value in promoting your healthcare business/practice.

The story starts with your website, as most marketing is focused on driving traffic to the site. The plan is the website will “convert” these visitors into “qualified leads” who will click to book an appointment. But that plan doesn’t work out with every website visitor. 

Instead of constantly working to generate new traffic, another plan is to optimise your existing traffic. You nurture those who have shown interest, working toward converting them into “leads”. 

That’s the goal of conversion rate optimization (CRO)–which essentially is the process of enhancing your website to increase the leads. You can build new content via a blog, for example. You can split-test email marketing, to ensure your message is on-target. When you improve your CRO, you get more qualified leads (who are truly interested), along with increased revenue–all at a cost that’s low, compared to paid advertising.

To generate a high CRO, your website must be well-designed, formatted effectively, and appealing to your target audience. This applies to business sites as well as e-commerce sites.

Conversions can take place on every page of your website: homepage, pricing page, blog, landing pages, product pages, and more. To maximize the potential of converting website visitors into paying customers, you should optimize each location.

Homepage: This is a prime candidate for CRO. Your homepage must make an excellent first impression, and also guide visitors further into your website. You might include links to product information, offer a free signup button, or even create a chatbot that solicits questions from visitors at any point as they browse.

Pricing Page: This can be the make-or-break point for many website visitors. You can modify the pricing intervals (e.g. price-per-year vs. price-per-month), describe the product features, include a phone number for a price quote, or add a pop-up form.

Blog: Your blog is a great conversion opportunity, as it can help convert readers into leads. By adding calls-to-action (CTA) throughout an article–or inviting readers to submit an email address for an ebook or industry report.

Landing Pages: Landing pages are designed for people to take an action–whether it’s designed to give away a free resource, or book a free consultation, or encourage registration to a free event.

Because all these elements work together to convert your visitors to paying patients/customers, it’s essential that healthcare providers integrate them into their marketing plan. In today’s world, you must consider your practice to be a business–and have a marketing plan that works with all elements– your website, social media, email, landing pages, and other marketing tools. 

This is integral to growing your patient base–and the revenue stream it creates.


Somnowell Marketing Can Help

Our team has helped many sleep industry businesses just like yours with CRO and content marketing campaigns. Our expert writers, designers and social media specialists can create and implement a campaign that drives content and sales. The team will work with you to develop the plan, then create every element (with your approval) so that it reflects your brand, your unique selling points, your goals. 

To find out if your changes are generating the results you’re aiming for, try A/B testing your website pages to see which version performs the best. 

Loran Simon

Loran Simon

Loran Simon is the Founder of Somnowell, one of the UK’s leading oral appliances to help to cure snoring and sleep apnea. Over the past 10 years, Somnowell’s growth has been mainly achieved using the digital marketing services of Somnowell Marketing, an agency that Loran Simon also founded and manages. The agency consistently generates thousands of new patient enquiries for Somnowell’s network of dentists.


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