So you’ve got traffic checking out your Electronic Health Record (EHR) software business website, but they aren’t taking the necessary actions for you to convert them to qualified leads. Well, don’t worry just yet. This sort of thing happens, and there are steps you can take to encourage them.
Conversion occurs when your traffic takes the required action on your website. Maybe that action is sending a demo request, opting-in to your mailing list, or purchasing your product or service. And the conversion rate is the percentage of your traffic that follows through on these actions. For example, if 100 visitors come to your website and 2 opt-in for your newsletter, then your conversion rate is 2%.
If you’re going to optimize your conversion rate, then you’ll need to pay special attention to these metrics:
We’re sure you’ve seen those blog posts that end with call-to-action (CTA) buttons. While these are better than nothing, many people have come to ignore these buttons when engaged in content. And many more will simply scan a blog post without reading it in its entirety.
What can you do?
Text-based CTAs scattered throughout your content have been shown to encourage higher rates of engagement than traditional CTA buttons.
Know what the most important part of your email is? It’s the subject line. The same with news and blog post headlines – if they capture the interest of your target audience, your target audience will click on the content… or in this case, open your email.
If you need convincing, just think of all those unopened emails piling up in your trash folder. Fortunately, there are a variety of tried-and-true tactics you can use for improving your email subject lines. For example, HubSpot found that using the recipient’s name in the subject line greatly improves open rates. And summarize briefly in the subject line what your recipient will find in the email.
It’s worth the time to do this right. After all, you can’t improve your conversion rate if your emails aren’t being opened.
Whatever you do, don’t use subject lines like “Newsletter Edition VI.” No one is going to open that. It’s boring, and it doesn’t tell the recipient anything.
Not everyone prefers the written word. In fact, studies have shown that most people are visual learners. So, if conversion rate optimization is our goal, then we must present our website visitors with a variety of media.
White papers, for example, are a great form of content for analytical people. But infographics and video content have become increasingly important in converting more visual learners. Take the time to create accurate buyer personas around which you can tailor the appropriate kinds of content.
Including a blog on your company’s website is crucial to conversion rate optimization. Tech Client found that a blog can improve the chances of your website being ranked on search engines by 434%!
That being said, a high-traffic web post might not do the job you need it to do, which is convert traffic into leads and leads into customers. Take notice of your best performing blog posts – the ones doing their jobs – and make them even better:
Likewise, take a look at your underperforming blog posts – the ones with high traffic and low conversion rates. These blog posts are likely not delivering what your visitors desire, that the content isn’t aligned with your offer, or that your CTAs could use some work.
Few things are more important to your Inbound marketing strategy than your landing page. After all, this is the page where traffic becomes qualified leads. By investing time in A/B tests, you will dramatically improve your landing page performance.
The simplest form of A/B testing, and the one that often gets the quickest results is to test various headline formulas. And then keep the one that draws the most visitors to your page. Other easy A/B tests you should run are:
But always remember to run controlled tests by experimenting with only one element at a time. Otherwise, you’ll never know for sure what worked and what did not.
There’s a good chance your blog posts and landing pages aren’t going to completely answer every visitor’s questions. But the greatest danger is that these visitors go elsewhere in search of the answers… like, to your competitors’ sites.
By including messaging on your pages, you can prevent losing these potential leads. And real-time conversation is a powerful tool for conversion rate optimization.
Everything we’ve discussed here is just a small part of a greater strategy called Inbound Marketing. This invaluable methodology is built around the proven strategy of using effective content to generate the right kinds of traffic to your website, and then convert those visitors into qualified leads. From there, Electronic Health Records (EHR) software companies continue using Inbound Marketing to nurture those leads into satisfied customers.
Putting all of this to work, however, can be a little daunting. But we here at Responsify team-up with EHR marketers to implement an effective Inbound Marketing strategy, providing all the necessary help and support.
We at Responsify have worked with many marketing professionals to develop personalized Inbound Marketing Methodologies. Get your free strategy session now, and we’ll help you evaluate your marketing assets, deliver free insights, and get you started in the right direction.