Conversion Optimisation for Doctors

What is Conversion Optimisation?

Conversion Marketing for Medical Websites has many facets. A key element is test and measuring your visitors engagement or user experience (UX).

By optimising traffic conversions using Split Testing also known as A/B Testing, many incremental improvements can be made to the website. After several tests and winners are combined, these small improvements can significantly improve a website's performance.

The easiest way to start is by implementing Google Analytics & Google Optimize.

How Does A/B or Split Testing Work?

A/B Testing is an experiment typically involving one element in an either/or experiment.

Step 1 - Define Hypothesis

Select an element that you believe can be improved. The element can be an image, headline wording, button text or colour.

Step 2 - Create & Use Variant

Submit your variation to Google Optimise Tool

Variant A is original or control page, and
Variant B contains typically only one modified element to the original.

Step 3 - Review Results

After enough data has been collected Google will alert you the winner. You review the results and set up a new test

Rinse & Repeat

It is always a good idea to create list of planned tests, so after the test is finished you move on to the next test.

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Elements Google Optimise Can Test

Virtually every design and content element of your website can be A/B Tested. Some common elements that can yield results include:

Images	Block Colours	Website Graphics
Headlines	Fonts & Types	Video vs No Video
Menu Links	Form Headline	Copy Engagement
Exit Pop Up	Form Location	Voice & Expression
Button Copy	Column Styles	Lead Magnet Image
Text Quantity	Image Position	Different Lead Magnets
Sub Headers	Navigation Style	Section or Band Positions
Button Colour	Text Descriptions	Number of Form Questions

Split Testing Case Study

After even a few basic changes the benefits multiply. With the same amount of website traffic you can increase Opt In Rates or Booking Rates

Control Element

Test Element

Control Element

Test Element

Control Element

Test Element

A/B Testing Tips

Some points to remember

Don’t split test the obvious
Start with what will have the most impact (guarantee?)
Simplify, don't add complexity
Test One thing at a time
Test for 2 weeks minimum and a minimum of 1,000 visitors

Winners are not always the most critical information, it is your visitors behaviour not personal beliefs that matter. Google will tell you after a while of what works