Does Your Website Encourage Conversions? Tips for Rehab Marketing Teams
If your rehab marketing team attributes all the credit to the web page or channel that drove a final conversion or completed action, it’s working with an incomplete picture of the recovery journey. Understanding assisted conversions helps your treatment center gain insight into the pages and channels contributing to the completion of your tracked goals.
But, a lot can go wrong on the way to a successful conversion.
An out of place call-to-action (CTA), a form with too many fields, or any number of jarring conversion elements will compromise the trust your rehab has worked hard to build. Ultimately, this causes prospective intakes to second guess your rehab and bounce from your site to seek answers elsewhere.
This post helps rehab marketing teams understand the various pages and channels that contribute to a successful conversion. You’ll learn:
- Two conversion rate optimization tips to help build trust, nurture online leads, and convert a higher percentage of sessions on your website
CRO Tip #1: Pay Attention to Secondary Conversion Pages Assisting the Conversion Process
First, what is an assisted conversion? Assisted conversions are the interactions prospective intakes and concerned loved ones have with your rehab’s website prior to the final conversion.
An individual’s recovery journey could span multiple sessions entering your site from various channels and pages before the final conversion that prompts them to reach out to your admissions staff.
- Pages that assist the conversion process, but don’t directly convert your site visitors include:Image galleries
- Video content (interviews, promotional videos)
- Activities pages
- Pages about your treatment centers approach to addiction
- Top-of-funnel blogged content
Your rehab marketing team can assess how these pages contribute to the conversion process by tracking them in multi-channel funnel reports in Google Analytics. From there, your treatment center can improve and update copy to encourage traffic to visit pages at the bottom-of-the-funnel on your site.
CRO Tip #2: Include Testimonials on all Bottom-of-the-Funnel Pages
As your rehab marketing team is optimizing the copy and CTAs on the pages assisting its conversions, it should also apply the same diligence to the pages at the bottom-of-the-funnel.
The buyer’s funnel is split into three distinct categories. Top-of-funnel ToFu content, middle-of-funnel content MoFu, and bottom-of-funnel content BoFu. Your site’s bottom-of-funnel pages are the place your rehab marketing team should place the bulk of its effort to convert your site visitors. Taking the approach to use a softer, but deliberate CTA could make all the difference. We’ll explain. Instead of hammering your leads with a ‘Book Treatment Today’ CTA, a softer, but more potent form of encouragement exists with your testimonials. When prospective intakes are searching for treatment options, they’ve likely heard advertisements with aggressive scare tactics. But a prospective intake likely hasn’t heard the transformative success stories that your rehab’s recovering addicts have had. The candid success stories your intakes provide in their testimonials could plant the seed of hope that sorely missing from some of the harder, heavy-handed CTAs prospective intakes may have grown accustomed to.
Use the Conversion Rate Optimization Tips to Nurture More Meaningful Conversions from Intakes
Just like there’s a drastic difference between a push and a nudge, there’s a drastic difference between a CTA that induces fear from one that feels nurturing. Our expert team would be happy to provide additional conversion rate optimization tips that align with your treatment centers specific goals. Give us a call at 1.877.843.1091, and we’ll work together to help your website nurture its leads through the conversion process.