So you’ve got people visiting your Healthcare Technology company website, but not enough of them are taking action so you can generate qualified leads. Don’t sweat, it’s all too common! Follow these content strategies for digital health companies to push your visitors to take action.
A conversion happens on your company’s website when a visitor takes a desired action. This could be requesting a demo, signing up to your mailing list, or making a purchase. The conversion rate refers to the percentage of visitors who take the desired action after visiting your website. For instance, if 500 people visit your site and 10 sign up for your newsletters, your conversion rate is 2%.
Here are some content strategies for digital health companies to help you implement your conversion rate optimization (CRO):
1. Understand Conversion Metrics
When it comes to improving conversion, here are some of the key metrics to track:
- Bounce Rate – The percentage of visitors who visit a page on your site and leave immediately. A high bounce rate is an indication that people are not finding what they are looking for. If you determine your bounce rate to be high, you may need to take some action
- Average Time on Site – This metric indicates the average time people are spending exploring your site. A high average time on site means that your content is very engaging
- Average Page Views – This metric shows the average number of pages visitors look at before exiting your site. If your content is engaging, visitors will want to see more of your content, thus resulting in high average page views
2. Insert Text CTAs in Your Blog Posts
Most website owners place call-to-action (CTA) buttons at the end of their blog posts. While this could be effective, there are people who have a habit of ignoring such buttons as they read your content. Many just skim through the blog post and might not read to the end. It would therefore be advisable to have text-based CTAs within your content. Text CTAs are known to generate more engagement than button CTAs anyway.
3. Improve Your Email Subject Lines
The subject line is the most important element of your email. A well written headline will grab the attention of subscribers and compel them to open the email. If the subject line is irrelevant or boring, subscribers will simply ignore the email or mark it as spam. There are different content strategies for digital health companies you could use to optimize your emails. For instance, personalizing emails has proven to increase open rates significantly. Make sure the subject line gives subscribers a clear idea of what they’ll find when they open your email. Avoid generic and boring headlines such as ‘Newsletter Edition VI’. A HubSpot survey revealed that emails that had the recipient’s name in the headline yielded better than those that didn’t.
4. Use Multimedia Content
Different people learn in different ways. While some wouldn’t mind reading long articles, others would rather receive information in a compact visual form. To enhance your conversion rate, make sure the form of presentation of your content caters to all types of learners. For instance, white papers and case studies would work well with people who are analytic. Visual learners would prefer learning from infographics, videos and animations. Take time to understand your buyer personas and create targeted content that appeals to them.
5. Optimize High Performing Blog Posts
Tech Client suggests that having a blog as part of your site boosts your chances of being ranked on search engines by a whopping 434%! However, the performance of your blog posts will vary. Look for the blog posts that have a high conversion rate and optimize them. Add more relevant keywords to the headline and content. This will help you rank better on search engines, thus driving more traffic to the page. Update the content with new information to keep it fresh and relevant. And don’t forget to promote it on your social media platform and online communities.
You should also identify the blog posts that have high volumes of traffic but poor conversion rates. This could be an indication that your content is not well-aligned with the offer you are promoting. It could also mean that the call to action is not clear. Take time to make the necessary adjustments that will help improve your conversion rates.
6. Test Your Landing Pages
The landing page is a crucial element in any marketing plan. This is the page where your visitors are converted to leads, who are likely to be converted to buyers. To get the most out of your landing pages, you need to run A/B tests on them. Start by testing different headline formulas to see which one attracts more traffic to your page. You can also test your call-to-action buttons, the background colors of your page and your images. However, be sure to run one test at a time to avoid mixing up results.
7. Enable Chat Messaging
After visitors consume the content on your landing pages, they might still have some questions about your offer. If they don’t get an answer immediately, they are likely to go to your competition. Adding messaging capability to your page allows you to respond to their concerns in real time, which increases the chances of conversions.
The Final Word
The content strategies for digital health companies listed above for increasing conversion rates are only a few of the many points from the set of marketing strategies called Inbound Marketing. This methodology stresses not only the importance of converting visitors into leads but also having powerful content that can draw new visitors onto your website. Your healthcare technology company can utilize Inbound to attract new visitors to your website, convert them into qualified leads, and nurture these leads into loyal customers.
It can be very challenging to do all of this alone. We here at Responsify partner with health technology marketers to offer strategy, support, and help implementing these activities. By collaborating, we help marketers strategically attract new website visitors, convert them to qualified leads and happy customers.
We’ve worked with numerous marketing pros to help them outline and implement Inbound Marketing Methodology for their companies. You can reserve a free strategy session now to help you evaluate your assets and get free insights and suggestions to help guide you in the right direction.