Excellent UI requires a clean and coherent practice website design with appropriate use of white space. Engaging elements like videos and animations should also be incorporated without creating patient overwhelm and without distraction from, but rather a funneling toward, your fundamental Call-To-Action: book an appointment.
A powerful UX design is all about crafting a seamless patient journey through your site to book an appointment. Is your site well organized? Easy to navigate? Accessible for patients with limitations like vision impairment? Using heatmap data and CRO best practices focuses us on thinking about the patient’s navigational needs with a perpetual focus on one question: “How do we create a visitor experience that enables your prospective patients to do what they came to do?”… namely: book an appointment.
Answers to some of your most pressing questions about Conversion Rate Optimization & Heatmapping.
Today, most healthcare marketers are focused on driving patient traffic toward their practice websites in hopes that this traffic then converts into qualified patient appointments. But that’s only a fraction of the battle.
Getting more out of existing traffic and leads can propel practices toward long-term, sustainable growth. That’s where conversion rate optimization (CRO) comes in.
As simply explained by HubSpot: “Conversion rate optimization, or CRO, is the process of increasing the percentage of users or website visitors who complete a specific action to increase the number of leads you generate. CRO is achieved through content enhancements, split testing, and workflow improvements. Conversion rate optimization results in highly-qualified leads, increased revenue, and lower acquisition costs.” https://blog.hubspot.com/marketing/conversion-rate-optimization-guide
Every medical practice website needs to be maximally conversion rate optimized to accomplish its goal. Unfortunately, a lot of practice owners are more caught up in how they subjectively want it to look vs. how they objectively want it to function. Imagine buying a car for its paint job… without caring about whether or not the engine has the ability to get you anywhere…
Heatmaps show you where visiting patients move, click, and scroll. This let’s you can remove friction from navigation and convert with real user data.