Transcript of TURNING WEB SITE VISITORS… … Into Patients. Meet and Greet ▪Course Instructor, Jason Daniels...
- Slide 1
- TURNING WEB SITE VISITORS Into Patients
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- 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) 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) Introductions
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- 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. 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. The
Goals of This Hour
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- 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!
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! Format
of This Course
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- The Funnel
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- 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 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 Generate Leads
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- The Funnel 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! 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!
Improve Conversions
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- The Funnel Improve Conversions
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- The Funnel Improve Conversions
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- The Funnel Primary Reasons Patients Seek Eye Care / Eyewear
AOAs Research and Information Center Can my web site sell lenses
and frames to strangers? Primary Reasons Patients Seek Eye Care /
Eyewear AOAs Research and Information Center Can my web site sell
lenses and frames to strangers? Sales Reason20062008 Regular exam
time / eye doctor notified56.6%67% Vision difficulties21.6%21%
Needed new lens / prescription12.8%9%
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- The Funnel Primary Reasons Patients Seek Eye Care / Eyewear
AOAs Research and Information Center On average, patients have 1
eye exam a year Primary Reasons Patients Seek Eye Care / Eyewear
AOAs Research and Information Center On average, patients have 1
eye exam a year Repeat Sales Reason20062008 Regular exam time / eye
doctor notified56.6%67% Vision difficulties21.6%21% Needed new lens
/ prescription12.8%9%
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- How long does it take to form a first impression? Internet
users judge websites in the blink of an eye. Dr. Gitte Lindgaard,
Carleton University Industrial 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 How long does it take to form
a first impression? Internet users judge websites in the blink of
an eye. Dr. Gitte Lindgaard, Carleton University Industrial 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 Design and Credibility
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- 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 wont buy things, they wont register, and they wont return.
Stanford-Makovsky Web Credibility Study 2002 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 wont buy things, they
wont register, and they wont return. Stanford-Makovsky Web
Credibility Study 2002 Trust Me, Im a Doctor
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- Design and Credibility 1. Third party citations testimonials,
video testimonials, case studies 2. Show that youre real address,
office and staff photos, chamber of commerce / other logos 3.
Highlight expertise are you an expert in a field? Contributor? Give
credentials. Respectable affiliations. 4. Honest and trustworthy
people stand behind your site show real people in your practice
through employee photos and bios 5. Make it easy to contact you
your contact information must be really visible (phone number,
location, etc.) 1. Third party citations testimonials, video
testimonials, case studies 2. Show that youre real address, office
and staff photos, chamber of commerce / other logos 3. Highlight
expertise are you an expert in a field? Contributor? Give
credentials. Respectable affiliations. 4. Honest and trustworthy
people stand behind your site show real people in your practice
through employee photos and bios 5. Make it easy to contact you
your contact information must be really visible (phone number,
location, etc.) Factors Influencing Trust (Stanford-Makovsky)
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- Design and Credibility Top 5 Pages That Visitors View On An
Optometry Practices Web Site Web statistics review of 100 websites,
EyeCarePro, 2008 Top 5 Pages That Visitors View On An Optometry
Practices Web Site Web statistics review of 100 websites,
EyeCarePro, 2008 Factors Influencing Trust Page Title% Viewed Home
Page92% Our Doctors28% Locate Us27% About Us25% Our Team9% Factors
to assign to each page 1. Testimonials 2. Show that youre real 3.
Highlight expertise 4. Honest and Trustworthy people 5. Make it
easy to contact you
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- Design and Credibility 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 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 Design
Matters
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- Design and Credibility Usability Matters
http://instone.org/navstress
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- Design and Credibility 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 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 Required User Satisfaction Elements
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- Design and Credibility
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- Professional design people quickly evaluate a site by visual
design alone. Article: Designing Your Web Site For Success
Optometry Web Professional design people quickly evaluate a site by
visual design alone. Article: Designing Your Web Site For Success
Optometry Web Factors Influencing Design and Usability
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- Design and Credibility
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- The Funnel Conversion rate? the percentage of your visitors
that end up reaching a given goal during the time period in
question Improve Conversions
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- 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.
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. Goal
Setting The Light at the End of the Funnel Occams Razor by Avinash
Kaushik
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- Improve Conversions If you cant 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! If you cant 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! Tracking Your Way To Success
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- Improve Conversions 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. Deciding What To Test
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- Improve Conversions - SM
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- Improve Conversions - FB
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- Improve Conversions 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.htmlhttp://www.useit.com/alertbox/20000319.html
- Jakon Neilsen 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.htmlhttp://www.useit.com/alertbox/20000319.html
- Jakon Neilsen User Testing
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- Improve Conversions 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 be
tampered 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. 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 be tampered 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.
UserTesting.com
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- Improve Conversions 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 wont take it personally (3
rd party?) Our site really needs improvement. Wouldnt 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/
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 wont take it personally (3 rd party?) Our site really
needs improvement. Wouldnt 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/
More User Testing at Starbucks!?
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- Improve Conversions ClickTale.com Click Heat Map (Free*)
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- Improve Conversions ClickTale.com - the tale of the click
LinkClick %# of Clicks HoversHover Order Time (sec) Our
Optometrists13%9113.242.6 Our Eye Care Team14.5%11163.121.4 Patient
Testimonials00n/a
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- Improve Conversions ClickTale.com Attention / Scroll Reach
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- Improve Conversions ClickTale.com Attention / Scroll Reach
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- Improve Conversions 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 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
4Qsurvey.com Exit Surveys (Free)
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- Improve Conversions Customer and non-customer surveys How do
you find out more about the visitors that arent interested in you?
Survey page Incentive Existing customers: Email Non-customers: Web
pop-up, Facebook Customer and non-customer surveys How do you find
out more about the visitors that arent interested in you? Survey
page Incentive Existing customers: Email Non-customers: Web pop-up,
Facebook SurveyMonkey.com (Free*)
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- Improve Conversions 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) 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) REAL Testing - Where do we start? Page Title% of
Visitors Viewing the Page Home Page92% Our Doctors28% Locate Us27%
About Us25% Our Team9%
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- Increasing Coversions 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 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 What should I change?
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- Improve Conversions Attention getters Repeated call to action
Theres 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!
Attention getters Repeated call to action Theres 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! I like this, what else should
I change? CHANGE IS GOOD
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- Improve Conversions 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! 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! Google
Website Optimizer (Free)
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- The Next Level OnSiteVideos.com (Not Free)
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- The Next Level Industry Leading Solutions ServicePrice
4PatientCare$50 / month Appointy.com$20 / month Eyemaginations$700
/ year Websystem2$90 / month Smile Reminder$299 / month eCommerce
CL$50 / month eCommerce Frames$50 / month Total of some
services$3500/year?
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- The Next Level And/Or? Turn Web Site Visitors Into Patients
StepCost Credibility and Design ReviewFree Navigation Stress
TestFree User Satisfaction Element ChecklistFree Setting Macro and
Micro ConversionsFree Analytics TrackingFree UserTesting.com$159
Starbucks User Testing5 Coffees ClickTale.comFree Google Talk
ChatbackFree 4Qsurvey.comFree SurveyMonkey.comFree
TellAFriendKing.com$6.48 /mth Design and Run TestsFree Google
Website OptimizerFree Plus A Whole Lot of Somebodys Time! (and a
designer and some technical web stuff too) ?
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- 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 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 Can I
increase my conversion rate 50%?
- Slide 46
- Email: jason@eyecarepro.net Phone: (516)532-5311 Your feedback
would be MOST appreciated Email: jason@eyecarepro.net Phone:
(516)532-5311 Your feedback would be MOST appreciated
Questions?