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.
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
Set Split Test Goals
Decide What to Measure
- Bounce Rate or Time On Page
- Page Views
- Booking or Contact Form Submissions
- Arrivals and linger time
- Any Event/Goal in Analytics
Test Content & Questions
By understanding what your visitors are looking for you can better help
Elements Google Optimize Can Test
Virtually every design and content element of your website can be A/B Tested. Some common elements that can yield results include:
| Google Analytics | URL targeting | Google Ads |
|---|---|---|
| First-party cookie | Query Parameter | Geography |
| Custom Javascript | Device Category | Technology |
| JavaScript variable | Data Layer variable | Behavior |
Test Your Content Marketing
Please download these free guides to help you build and grow your practice.
These summaries will help you get started on some progressive design and marketing activities for your medical practice.
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