Presentation Transcript

1. TURNING WEB SITE VISITORS… … Into Patients
2. Introductions Meet and Greet Course Instructor, Jason Daniels EyeCarePro.net founded in 2005 Editor of Optometry Web / Education Center More COPE CE: Search Engine Optimization -How to Rank #1 on Google (and other courses)
3. The Goals of This Hour To understand the practical differences between an effective website and an ineffective one. To give you the tools to implement the changes necessary to create the website the practice needs.
4. Format of This Course Topic Breakdown: The Funnel – understanding and controlling it Design and Credibility – web site best practices Improve Conversions – tools, resources, strategies The Next Level – show me the good stuff!
5. The Funnel
6. The Funnel Generate Leads Drive traffic to your web site. Sources: Google, Yahoo, Bing, PPC Ads, Yelp, Facebook, YP Online, Word-of-mouth, Vendors, Links Traffic Types: SEO / PPC / Social Media / Direct Traffic / Referrals WARNING! Not all traffic is good traffic! Tool Tip: Google Analytics http://analytics.google.com
7. The Funnel Improve Conversions Conversion rate? “the percentage of your visitors that end up reaching a given goal during the time period in question” Why not just bring in more traffic? Inefficient More expensive x2 the ad cost x10 the traffic!
8. The Funnel Improve Conversions Think of it like this...
9. The Funnel Improve Conversions
10. The Funnel Sales Primary Reasons Patients Seek Eye Care / Eyewear AOA’s Research and Information Center Can my web site sell lenses and frames to ‘strangers’?
11. The Funnel Repeat Sales Primary Reasons Patients Seek Eye Care / Eyewear AOA’s Research and Information Center On average, patients have 1 eye exam a year
12. Design and Credibility How long does it take to form a first impression? “Internet users judge websites in the blink of an eye.” Dr. GitteLindgaard, Carleton UniversityIndustrial Chair in User-Centered Design “75% of all visitors to your site are new visitors.” Article: Exactly Who is Looking at my Web Site?Optometry Web
13. Design and Credibility Trust Me, I’m a Doctor Credibility = Believability Trustworthiness – captures the perceived goodness or morality of the source Expertise – captures the perceived knowledge and skill of the source “When a site lacks credibility, users are unlikely to remain on the site for long. They won’t buy things, they won’t register, and they won’t return.” Stanford-Makovsky Web Credibility Study 2002
14. Design and Credibility Factors Influencing Trust (Stanford-Makovsky) Third party citations – testimonials, video testimonials, case studies Show that you’re ‘real’ – address, office and staff photos, chamber of commerce / other logos Highlight expertise – are you an expert in a field? Contributor? Give credentials. Respectable affiliations. Honest and trustworthy people stand behind your site – show real people in your practice through employee photos and bios Make it easy to contact you – your contact information must be really visible (phone number, location, etc.)
15. Design and Credibility Factors Influencing Trust Top 5 Pages That Visitors View On An Optometry Practice’s Web Site Web statistics review of 100 websites, EyeCarePro, 2008
16. Design and Credibility Design Matters Good design = Engaging Attractive – effectiveness at capturing the attention of the visitor Usable – the ease with which a site can be used “Participants said they were more likely to believe Web sites that looked professionally designed and appeared visually appropriate to the subject matter.” Stanford-Makovsky Web Credibility Study 2002
17. Design and Credibility Usability Matters http://instone.org/navstress
18. Design and Credibility Required User Satisfaction Elements Web sites work on many browsers Increase the text size Printer friendly version Email this page Bookmark this page Breadcrumbs No broken links and a good 404 Page
19. Design and Credibility
20. Design and Credibility Factors Influencing Design and Usability Professional design – people quickly evaluate a site by visual design alone. Article: Designing YourWeb Site For Success Optometry Web
21. Design and Credibility
22. Design and Credibility
23. The Funnel Improve Conversions Conversion rate? “the percentage of your visitors that end up reaching a given goal during the time period in question”
24. Improve Conversions Goal Setting – The Light at the End of the Funnel Macro-conversions Schedule an eye exam Contact lens or frame sale Micro-conversions  focus here! Visit key page(s) Download a document (submit email to download) Sign up to a newsletter Watch a video Form Submission Comment / interact / compare offerings, etc. ‘Occam’s Razor’ by AvinashKaushik
25. Improve Conversions Tracking Your Way To Success If you can’t measure it… Schedule an eye exam RCF – Remote Call Forwarding Intake form / complex Online scheduling / request form Micro-conversions Google Analytics Setting Goals and Funnels Event Tracking Bounce Rate Control!
26. Improve Conversions Deciding What To Test “Lots of businesses assume they know what their customers think and want, but very few businesses ever take the time to find out for sure. Put your own ideas aside and get as much customer feedback about your website and products as you can. You simply cannot overdo this activity.”
27. Improve Conversions - SM Where to begin…
28. Improve Conversions - FB
29. Improve Conversions User Testing 3  70%, 4  79%, 5 users = 85% of the problems found Fix them, test again with 5 more users. (2% left!) http://www.useit.com/alertbox/20000319.html - JakonNeilsen
30. Improve Conversions UserTesting.com “Usability testing has never been easier” Relevant points: Nobody read the pages, they all scanned the content. Nobody trusted the testimonials as they were assumed to betampered with. Need negative ones! Good to know the doctor is involved with the community. Home page was too long / redundant. Staff photo was good. Add more credibility earlier on the home page.
31. Improve Conversions More User Testing at Starbucks!? Find a public Wi-Fi space. Bring a pen and paper Techies are better testers Tips for talking to your testers Encourage Criticism Ensure them that you won’t take it personally (3rd party?) “Our site really needs improvement. Wouldn’t you agree?” “I need to go back to the office with 5 suggestions to improve…” http://www.conversion-rate-experts.com/articles/understanding-your-visitors/
32. Improve Conversions ClickTale.com – Click Heat Map (Free*)
33. Improve Conversions ClickTale.com - the tale of the click
34. Improve Conversions ClickTale.com – Attention / Scroll Reach
35. Improve Conversions ClickTale.com – Attention / Scroll Reach
36. Improve Conversions 4Qsurvey.com – Exit Surveys (Free) The 4Q online survey provides answers to the following 4 essential questions: What are my visitors at my website to do? Are they completing what they set out to do? If not, why not? How satisfied are my visitors? Web site pop-up End of session
37. Improve Conversions SurveyMonkey.com (Free*) Customer and non-customer surveys How do you find out more about the visitors that aren’t interested in you? Survey page Incentive Existing customers: Email Non-customers: Web pop-up, Facebook
38. Improve Conversions “REAL” Testing - Where do we start? “A company's homepage is its face to the world and the starting point for most user visits. Improving your homepage multiplies the entire site's business value…” Jakob Nielsen, ‘The Guru of web page usability’ (New York Times)
39. Increasing Coversions What should I change? Headlines Testimonials Calls to action text and images Act now What stands out Upper left corner Move stuff up Navigation options Remove distracting links Test images Add credibility
40. Improve Conversions I like this, what else should I change? Attention getters Repeated call to action There’s no such thing as a long page, just a boring page. Body copy Simple language Benefits All information they need Address common objections Font sizes Main paragraph font change Delete, delete! CHANGEIS GOOD
41. Improve Conversions Google Website Optimizer (Free) No more guessing! No more debates! Measured, goal-based testing A/B split tests Choose the page Choose the content to test Create the test Wait for the results … and the winner is!
42. The Next Level OnSiteVideos.com (Not Free)
43. The Next Level Industry Leading Solutions
44. The Next Level And/Or? Turn Web Site Visitors Into Patients
45. Can I increase my conversion rate 50%? 5% increase in 10 9 different funnel areas! For example… Better home page headline +4% More testimonials on the home page +6% Delete ignored content +1 Restructured toolbar +7% Sprinkled call to action throughout site +8% Added credibility factors +5%, etc…
46. Questions? Email: jason@eyecarepro.net Phone: (516)532-5311 Your feedback would be MOST appreciated