conversion strategies ascrs asoa 2012

Conversion Tactics For Today’s Online User

Get More Web-Based Leads and Close More Business

Bill Fukui, COO, Page 1 Solutions, LLC

Financial Disclosure

It’s not how many shots you take . . .

. . . It’s how many you make!

Starts With Self-evaluation•Our People

•Our Protocols

•Our Resources

•Our Messaging

•Our Calls-to-action

•Our Tactics

Know Your Prospect

• Knowledgeable

• Impatient

• Confident and In Control

• Destination-focused

• Relationship-driven

Know Your Prospect

Where are they accessing Web – On the go! And get it NOW!

Today’s Website:Needs To Do A Lot More!

Convert Search Engine Exposure Pay-Per-Click Advertising - Convert More PPC

PPC Conversions – Exposure Into Clicks!

Keyword Research – Bidding

• Open-ended Keyword Phrases

• Geo-targeted/Local Search

• Exact-Match vs. Broad Match

• Not Just About Traffic (in most cases)

• Keyword Psychology – “Surgeon/Doctor” “Cost”

PPC Landing Pages

•Limited Navigation/Links

•Promotion, Call-To-Action-driven

•A/B Testing

•Video PPC Landing Page

•Instant Chat Means “Instant Conversions!”

Conversion Tracking Key Performance Indicators (KPI) to go beyond clicks and costs.

Track your Goal Conversions!

•Should be limited to the thank you, or confirmation page after checkout, form submissions, etc.

PPC CampaignsCustom

vs. Automated

Other SE Conversion Considerations

Pay Per Callhttp://www.google.com/ads/innovations/bidpercall.html (CPP-cost per phone call) Requires use of a Google forwarding number

SEO Convert Organic Searches, 1st-page exposure, top-page exposure, Google Places when displayed.

DESCRIPTIONS – NEED TO BE CUSTOM PER PAGE

Google Marketing Webinarshttp://www.google.com/ads/experienced/webinars.html

Improving Website Your Conversions

(Traffic into leads)

Avoid Dead-End Pages!

Anticipate “Next Step” Actions and Links

Today’s Website:Needs To Do A Lot More!

Graphic Action Items

Calls-to-action – Try different ones – free, instant, quick,

convenient

Contact Forms

•On Every Page•Stand Out•Limited Form Fields•Phone Number•Rapport-Building

Real Photos/ Personal Engagement

Lowers Bounce Rate

Video• Educational

• Rapport-building

• Highly Trafficked Page/Section• Not About Ego, It’s About Rapport-

Marketing, Relationship-Selling• People Choose To Business With People

and Practices They Like, Know, Trust, etc.

Don’t Forget “About Us”

Post Search ActivitiesLocal Post-Search Activities

Contact Business Online

11%Contact Business by Telephone

46%

Focus on Telephone Calls!

Online users are not only willing . . .

. . . Your staff is better at converting

them!

• Hotline/Quick Call

• Frequency – 3 times per page

• Include phone in ALL C-T-As and contact forms

Today’s Website:Needs To Do A Lot More!

Instant Chat

Track and Test

•Heat Map Testing•Call Tracking•Email Tracking

Mobile Website•82 percent of Smartphone users research and read the news through their phone•81 percent browse the Internet•77 percent use search engines

(Google Research)

As much as 20 percent of visitors are viewing your website in a mobile browser•Focus on Phone Calls•Thumb-friendly•Max 7•85% of Smartphone users email through mobile device

Conversions Through The Sales Process

Assume- they are shopping/comparing – you are not the only practice they have called/emailed!

Stand Out! “Connect” with Visitor

Today’s Website:Needs To Do A Lot More!

Follow up-SalesHarvard Business School

Research

2011 – over 2,000 companiesWeb-generated leads

-37% responded within an hour

-16% responded within 1-24 hours

-24 % took more than 24 hours

-23% never responded at all

-Avg. response time was 42 hours

Today’s Website:Needs To Do A Lot More!

More Important: How Quickly Online Leads Grow Cold

1.25 Million Sales leads (70% B2C leads)

•Responded in less than an hour = 7 times more likely to qualify lead (meaningful conversation with key decision-maker) than those even just an hour later.

•60 times more likely than those that waited 24 hours or longer.

Today’s Website:Needs To Do A Lot More!

Strategic Email Follow Up•LINKS!!! - Target Website Pages

•Examples: Financing, How To Compare, Safety, Questions You Need To Ask, Your Consultation -What To Expect, About Your Surgeon (ALWAYS).

•Printable Pages-Direct them to PRINT

•Once is NOT ENOUGH

Database Marketing/ Lead Nuturing Programs MyMedLeads.com, DoctorBase.com

Strategic Email Follow Up

•Positive Reviews and Ratings – Powerful Conversion Tool

•Keep in mind, many of your follow up emails are going to Smartphones! – Great Opportunity to Convert Emails into phone calls!

Secret Shopping

“I am interested in lasik surgery. I have astigmatism too. How much do you charge for

lasik surgery?”

Thanks for considering my practice for your lasik procedure. We charge between $1000 and $1400 per eye. This covers all pre and post op visits and a lifetime warranty. Go back to my web site for more information and then call the office for the free consultation appointment. We can meet and see if lasik is right for you. Thanks for your time, Dr. Brand

30 min.

Hello Gary:

Thank you very much for reviewing our website. The cost of Lasik varies between $4000 to $6200 depending on procedure performed. Please feel free to make an appointment for a free Lasik consultation and discuss with eye surgeon Sanjay N. Rao, MD what procedure would best suit you.

Thank you.

Ernesto CarrascoLakeside eye ClinicO: 312-553-1818www.lakesideeyeclinic.com

45 min.

Our LASIK fees range from $4260 to $4660. The fee includes the evaluation, bilateral surgery, 1 year of follow up visits, and an enhancement if needed within the year.

May I schedule your appointment with Dr. James Katz?

Thank You,

AndreaThe Midwest Center For Sight

3 hours

Hi Gary,

Thank you for your email.  Our pricing for Laser Vision Correction variesdepending on the type of procedure you have.  We determine what procedure is safest for your eyes based on Dr. Kraff's recommendation at the initialconsult.  Without that information I can give you a range of price; the costcan go from $2800-$3200 per eye (before pricing adjustment based on visioninsurance, how you heard about us, your employer, etc.).  If you have anyother questions or would like to schedule a consultation, please give us acall at 312-338-1234. 

Warmest regards,Sarah StradoneRefractive CounselorKraff Eye Institute 25 E Washington St, Suite 606Chicago, IL 60602www.kraffeye.com312-338-1234

7 Days

Hi Gary,

We would be happy to see you for a free lasik consultation.  For a limited time we are offering a special for our Custom/Bladeless Lasik procedure. 3495.00 for both eyes.

 Please let me know your availability, our next appointment is Wednesday 3-21st, I have a 12;00pm or a 3:00pm.

 Looking forward to your reply,

Joyce Wolter

Sloane Vision Center

1301 W. 22nd St

Suite 305

Oak Brook, IL 60523

630.368.6100

4 hours

Hi Gary:

My best price is $3790 for both eyes for  custom, wavefront, intralase lasik.

Please let us know if you are interested.

Sincerely,

Stuart Sondheimer, M.D.

9150 Crawford Avenue

Suite 201

Skokie, IL 60076

847.677.2794

35 min.

Dear Gary,

Thank you so much for contacting Dr. Stuart P. Sondheimer regarding yourinterest in a Lasik eye procedure. I invite you to contact our office todiscuss Lasik and schedule you for a free consultation.  If you are justinterested in price for lasik, we are offering a discounted price now of$3790 for both eyes. The office staff can be reached Monday - Friday, 9:00 a.m. to 5:00 p.m. at 847-677-2794.  Looking forward to seeing you.

Sincerely,

Marcia Patient Advisor

60 min.

Second Follow Up

Hi Gary,

We wanted to touch base and see if this was a better time to schedule your lasik consultation.

 Please let me know your availability, and we will do our best to work within your schedule.

 Looking forward to your reply,

 Joyce Wolter

Sloane Vision Center

1301 W. 22nd St

Suite 305

Oak Brook, IL 60523

630.368.6100

 www.drsloane.com

3 Weeks

Third Follow Up

Conversion Tactics For Today’s Online User

Bill FukuiPage 1 Solutions, LLC.

800-916-3886www.Page1Solutions.com