Our blog

7 Tips For Improving Conversions And Driving More Appointments

7 Tips For Improving Conversions And Driving More Apppointments | Digital Marketing Company in Malaysia - MYSense

Seven strategies we use to help healthcare companies build their patient pipeline by making conversion rate optimization (CRO) a priority.

The world of healthcare marketing moves fast. If you’re not getting the results you expect from your digital marketing campaigns, or if you’re falling short of industry standards, your conversion rate could be the cause. That’s the job of conversion rate optimization (CRO): evaluate campaigns and systematically improve conversion rates on key pages. Goal? To increase the volume of conversions, lower your cost per acquisition (CPA), and increase your lead rate.

What is Conversion Rate Optimization?

Conversion rate optimization (CRO) goes beyond design, analytics, or landing pages. It’s about understanding human behavior and what drives healthcare consumers. By creating ads, landing pages, and content that appeals to these motivations, you can convince them to take the action you want (contact you, make an appointment, etc.). In short, it is the CRO of healthcare. 


Why watch CRO? This important wellness marketing strategy can improve performance beyond media optimization, especially for mature accounts. Among our healthcare customers, we typically see a 30% improvement in conversion rates.


Here are seven ways to start implementing CRO methodologies right now.

1. Make it Easy to Schedule an Appointment

It’s a common problem in healthcare marketing: your ads reach the right people, but don’t convert. Why? Because it’s so hard to schedule an appointment, that’s what most of the top performers want to do. This is a huge missed opportunity!

Make it easy for your leads to convert

Make it easy for your leads to convert by creating ads with a “Book Now” button.


It seems like a no-brainer, but display the book-an-appointment button prominently on your ads and websites. Don’t make patients dig through multiple levels to call, fill out a form, or send an email. We recommend showing your schedule button and/or phone number on every website. All planning buttons must have the same color. Don’t make the button red on one page and green on the next. This is to train the user to perform a specific action. In other words, to make an appointment, you click on the red button. 


It works. 


Finally, listen carefully to complaints about regular schedules. Why does friction occur? Does the patient have difficulty accessing staff? Don’t they know your online scheduling? You might consider investing in call tracking software to analyze call data for complaints. You can also search for certain keywords in your digital reviews to see what people are saying about your planning experience.

2. Provide More Than One Option to Book

A healthcare CRO is all about understanding your patients. It’s not just about understanding what they want to do, but also how they want to do it. The heck is in the metrics, where you’ll find detailed information on who wants to click the contact button and then call versus who wants the convenience of online scheduling.


Ultimately, your ad conversion rates can suffer because you’re forcing your audience to confirm what you want them to do rather than giving them options. Such as:

  • Call directly from an ad
  • Click to call on a mobile device
  • Fill out a contact form
  • Send an email directly
  • Dial your number
  • Visit your physical office
  • Contact you via social media

Call Now CTA

Give your audience options on how to convert by allowing them to call directly from an ad. 

3. Provide the Information People Need to Decide

At a high level, patients have only a handful of needs when they visit a healthcare website. And if those needs aren’t met, user engagement, let alone conversions, is unlikely. In our recent in-depth review of how patients choose healthcare providers, we discuss these needs in detail, namely:


  • Insurance information (a very common need)
  • Locations (address, hours, contact info)
  • Appointment availability (accurate and easily accessible)
  • Services available (organized and easy to find)
  • Doctors (including reviews, ratings, and video introductions)
  • Reputation cues (more on this later)

Don’t force your ad audience to research what they need or guess the answers to those questions. If you do, they will come back to search and find a provider that will give them this information. Instead, make that information clear and understandable every step of the way, from ad click to landing page and beyond.

4. Optimize for Mobile

Most of our customers now have over 60% of their traffic coming from mobile devices. Hundreds of thousands, if not millions, of daily Internet searches are related to healthcare. However, targeting this audience with ads that convert is another story. 


First of all, you need to prioritize the mobile UX. This means that promotional messages, ads, and landing pages are a) quick and b) responsive, respectively. Your clicktocall functionality on your landing pages, as well as your planning and online forms, should be optimized for mobile. Not sure if this applies to you? Take your smartphone and test some ads. You will quickly feel any friction in the mobile user experience.


READ: We’ve explored each of these mobile optimizations in greater depth in Healthcare Marketing for a mobile-first world.

5. Use Social Proof to Your Advantage

In healthcare, reviews and other digital reputation markers are essential. People tend to choose a provider based on reviews, ratings, and testimonials. So be sure to incorporate the existing social proof that you already have throughout your digital presence. 


For example, a landing page you create to support a breast augmentation advertising campaign may include embedded notices specifically related to that service. Your website should also be filled with video testimonials, which can be reused on social media. In our experience, video is the most compelling social proof, although photos and quotes are more than enough.


READ: Learn how to integrate social proof throughout your digital presence in our article How To Get More From Your Online Reviews.

6. Clarify Your Location

Imagine that you are a healthcare consumer looking for a specific service in your geographic area. Can you imagine the frustration of not being able to find a supplier that interests you? You are viewing a supplier’s website, ready to book, but cannot locate their exact location. Or the ad lists one location, but the landing page lists another. It sounds simple, but too many healthcare organizations overlook this fundamental question: Do patients know where you are? 


Make sure each of your locations is clearly listed on your website and landing pages. For each location, be sure to list the doctors, departments, and appointments available at each location. Ambiguity is your enemy here

7. Make Text Skimmable

Although we see ourselves as readers here at MYSense, we understand: people just don’t want to read. They want to find the information they need quickly and efficiently. What we’re talking about is readability, an essential part of CRO. 


Think about it: a healthcare client with urgent needs (surgery, consultation, etc.). They click the ad to the landing page. Will they spend 30 minutes reading every word? No possibility. They will probably spend up to 30 seconds. To experience this odd balance of detail and skimming, start here:


  • Include rich, comprehensive detail, but do it strategically
  • Break up long blocks of texts with an organized hierarchy of headers, subheads, and bullets
  • Limit titles and headings to eight words or less (leaning toward less, where possible)
  • Keep paragraphs tidy (three to four sentences max)
  • Keep bullet points brief (a paragraph-long bullet point is just another paragraph!)
  • Emphasize pull quotes, key statistics, and social proof with distinct web elements

One Last Thing: It Doesn’t Happen Overnight

We get a lot of healthcare clients asking the same questions:


  • My conversion rates suck—how do I improve them?
  • What are easy ways to boost conversions?
  • How do I optimize my website for conversions?

Completely valid question! As this blog post shows, there is no overnight solution. A full CRO audit alone can take as little as 30 days. But it is worth it. For example, a CRO test for one of our major behavioral health clients revealed valuable information that shortened the conversion funnel from three clicks to one. How did we do it? We served dynamic content based on the location of the consumer. Result? CVR increased 115% and CPA decreased MYR 278.4721.

Don't Forget to Share and like our blog:

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top
× How can I help you?