Ten Cost–Effective Ideas to Improve Online Conversions
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Ten Cost–Effective Ideas to Improve Online Conversions

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January can be a little lackluster. Reviewing those online goals can be a little depressing or it can be motivating! This year, make a resolution to generate more online conversions and then take ...

January can be a little lackluster. Reviewing those online goals can be a little depressing or it can be motivating! This year, make a resolution to generate more online conversions and then take charge and meet those goals! In this webinar, we’ll show you how, covering ten ideas you can implement this year to improve your online initiatives. Best of all: they’ll make a big impact without requiring a big investment.

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  • The Price is Right: Ten Cost–Effective Ideas to Improve Online ConversionsJanuary can be a little lackluster. Reviewing those online goals can be a little depressing or it can be motivating! This year, make a resolution to generate more online conversions and then take charge and meet those goals! In this webinar, we’ll show you how, covering ten ideas you can implement this year to improve your online initiatives. Best of all: they’ll make a big impact without requiring a big investment.In this webinar, you’ll learn how to:Improve your service line and campaign landing pages to generate better resultsTake advantage of social media channels to convert visitorsAdd more sharable content to your site with videoRamp up your design without using stock images
  • Our current clients include small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System.
  • This slide shows some of our current clients which includes small community hospitals (like Pella Regional Health Center in Pella, IA – a 25 bed facility), specialty hospitals (Lubbock Heart Hospital and Childrens Hospital Colorado) and health systems like Altru in the Dakotas and HCA Virginia Health System. Are there any that stand out?
  • We provide marketing services to leading healthcare systems, hospitals, and practices. We create VitalSite, the Healthcare CMS for hospitals, systems and healthcare organizations.
  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2014/improve-online-conversions/
  • http://www.geonetric.com/resources/white-papers/
  • Not all conversions are created equal. You should focus energy and resources on advancing the goals of the organization. Having SMART goals helps you build conversions that have higher value.
  • The point isn’t just to be out there. Big investment - moves consumers forward in their relationship with you - because it informs them in a way that helps them make decisions about their health – because it moves them to action.The problem with traffic is that you don’t know if what they experience is successful at accomplishing any of those things. It certainly doesn’t help you communicate the value that you’re creating to anyone else in the organization.
  • So we focus on conversions – trackable inflection points that add value to the relationship between you and a health consumer.Great if it’s an appointment – those are rare…catching that individual moment of time – but very valuableUsually it’s screening, class, information session, or request for more information that someone then needs to close the saleValuable – but it takes time. Even getting someone to add themselves to your email list has value – hard to purchase – expensive.
  • Changes from Search EnginesCreate great content/fresh content/uniquely valuable content
  • Quality>QuantityQuantity mattersNot just service pages-blogs/videos/infographics…Leverage the heck out of your content investment – 20 artifacts per project!
  • Example – BariatricGo to information sessionVideo tape and create a short, punchy vid of why bariatric surgery might be right for youCreate quiz – is weight loss surgery right for you?Write blog posts to accompanyLink these to the appropriate pages on your websiteShare on facebook, twitter, youtubePut in your personal signature for yahoo groups and participate in local weight loss forums onlineBuy ads to pull to landing page featuring these resourcesetc., etc.
  • There’s an overabundance of stock imagery out there today. It sets a tone to be sure – superficial and shallow…going through the motions...cookie cutter. If that’s your brand, then great, but if not – get out the camera and use it.
  • Take a class or just spend time online to learn technique.PracticeFind people on staff with talent to also shoot/learn from one another
  • Do a win/loss conversation (privately)
  • Google plus for logoDescription from Wikipedia – so that’s another thing – update your Wikipedia page
  • Pro tip – put that landing page with all of the related resources in your sig-block Starting to hear of health systems creating special landing pages specifically for traffic from particular online communities.
  • We went deeper into this subject in our past webinar: http://www.geonetric.com/resources/webinars/2013/using-paid-search-effectively/
  • Less space above the fold for traditional organic resultsTightened data sharing Shut down organic keyword toolsOptions – PaidSearch is most popular, but is best for some only certain use cases. FB ads. Consumer sites. Health-related sites. Then get creative…Pandora.
  • Get startedGreat intro info on GoogleReview the basic reports – Audience, acquisition, behavior and conversionsStart working out the measures you want to track your goals! Traffic by subsection of the site, conversions…learn about conversion funnels.
  • Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2014/improve-online-conversions/
  • http://www.geonetric.com/resources/white-papers/

Ten Cost–Effective Ideas to Improve Online Conversions Presentation Transcript

  • 1. THE PRICE IS RIGHT: Ten Cost–Effective Ideas to Improve Online Conversions BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  • 2. Today’s Presenter Ben Dillon, MBA | VP & eHealth Evangelist | Geonetric Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. Tweet it: #GEOLIVE
  • 3. Geonetric Clients
  • 4. About Geonetric Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems. Tweet it: #GEOLIVE
  • 5. Webinar Information • Webinar lasts one hour • Enter questions at any time • Recording will be posted in our webinar archive within 48 hours • Please mute your phones • Please take the post-webinar survey which will appear at the conclusion of the webinar • Follow along on Twitter using the #GeoLive hashtag Tweet it: #GEOLIVE
  • 6. Video Of This Webinar Watch the Video This year, make a resolution to generate more online conversions and then take charge and meet those goals! In this webinar, we’ll show you how, covering ten ideas you can implement this year to improve your online initiatives. Best of all: they’ll make a big impact without requiring a big investment. Watch the webinar! Tweet it: #GEOLIVE
  • 7. eBook & Whitepaper Available Request your free copy! Tweet it: #GEOLIVE
  • 8. THE PRICE IS RIGHT: Ten Cost–Effective Ideas to Improve Online Conversions BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST
  • 9. Have Goals Bonus Tip
  • 10. Make Goals About Conversion! Tweet it: #GEOLIVE
  • 11. Value of a Conversion? Tweet it: #GEOLIVE
  • 12. How Do I Get More of Those? • This is pretty straightforward: – Get more people to your site – Get better at converting them Tweet it: #GEOLIVE
  • 13. Top Ten Tips
  • 14. Content, Content , Content
  • 15. TIP 1 Content, Content, Content • Quality over quantity - but quantity still matters • Get beyond the page • Active over passive - Content marketing Tweet it: #GEOLIVE
  • 16. TIP 1 Content, Content, Content Bariatrics Create short video on bariatric surgery Create a quiz - Is surgery right for you? Write blog posts on benefits of surgery Link to appropriate pages on website Share on Facebook, Twitter and YouTube Participate in local weight loss forums Buy ads and direct them to your landing page Tweet it: #GEOLIVE
  • 17. Go Nowhere Without Your Camera
  • 18. TIP 2 Go Nowhere Without Your Camera • Get a decent camera • Carry it with you always • Have release forms on hand • Use it! Tweet it: #GEOLIVE
  • 19. Get More Social
  • 20. TIP 3 Get More Social • Facebook/YouTube/Twitter are fairly universal • Pinterest/Instagram/even Vine are growing fast • Post more and at different times – Topics by time of day (recipes around 3 PM, sleep center at 1 AM) • Be social on social media Tweet it: #GEOLIVE
  • 21. Get Your Google+ On
  • 22. TIP 4 Get Your Google+ On • Google+ is required for: – Google Authorship – Google Publisher – Google’s In-Depth Articles – Google’s Direct Connect • Google+ is affecting search rankings/results Tweet it: #GEOLIVE
  • 23. Tweet it: #GEOLIVE
  • 24. Engage With Local Groups
  • 25. TIP 5 Engage With Local Groups Tweet it: #GEOLIVE
  • 26. Pay to Play
  • 27. TIP 6 Pay to Play • Google as a traffic generating platform uses a freemium model – They’re tweaking what the free version provides to encourage more usage of the paid • If you don’t have a PPC program – this is the year to start (at least a little) • Not just Google Adwords – lots of options Tweet it: #GEOLIVE
  • 28. Learn to Love Landing Pages
  • 29. TIP 7 Learn to Love Landing Pages • Most of your inbound efforts should try to convert – Certainly any traffic you’re paying for! • Send people to a relevant and targeted page – Separate by channel/ad – Consistent experience Tweet it: #GEOLIVE
  • 30. TIP 7 Learn to Love Landing Pages • Headlines • Tight content - Get to the point • Value messages • Quality builds credibility • Remove the clutter Tweet it: #GEOLIVE
  • 31. TIP 7 Learn to Love Landing Pages • Calls To Action (CTA) – every page should have one! • CTA “above the fold” (and below) • Only ask for what you need • Trackable phone option Tweet it: #GEOLIVE
  • 32. Know Your Numbers
  • 33. TIP 8 Know Your Numbers • Google Analytics Tweet it: #GEOLIVE
  • 34. Webmaster Tools
  • 35. TIP 9 Webmaster Tools • Check Site Messages for problem notifications, manual actions, security issues and other alerts • See problems with Backlinks • Monitor Keyword performance Tweet it: #GEOLIVE
  • 36. Run Experiments
  • 37. TIP 10 Run Experiments • If you never fail, you’re not trying hard enough! • You only KNOW if you fail if you’re watching and tracking • The difference between experiments & just doing stuff is 1. Know your goal 2. Set measurements 3. Track 4. Act on the results Tweet it: #GEOLIVE
  • 38. ANOTHER Bonus Tip
  • 39. Get Out of Your Office
  • 40. TIP 11 Get Out of Your Office • NIHITO – Nothing Interesting Happens In The Office! Tweet it: #GEOLIVE
  • 41. Questions? Contact Ben: 800.589.1171 Ben.Dillon@geonetric.com www.Geonetric.com Geovoices.com @benatgeo Pinterest.com/benatgeo
  • 42. Video Of This Webinar Watch the Video This year, make a resolution to generate more online conversions and then take charge and meet those goals! In this webinar, we’ll show you how, covering ten ideas you can implement this year to improve your online initiatives. Best of all: they’ll make a big impact without requiring a big investment. Watch the webinar! Tweet it: #GEOLIVE
  • 43. eBook & Whitepaper Available Request your free copy! Tweet it: #GEOLIVE
  • 44. The End