When it comes to measuring the success of an inbound marketing campaign, many healthcare marketers focus on high pageviews and low bounce rates. But the real ROI is in the conversion rate. Conversions mean the campaign landing page is successfully persuading visitors to take a specific action.
So what makes a great landing page?
- Clear Call to Action: What do you want the user to do? Register for a seminar, submit a story or schedule an appointment? When the user gets to your landing page, make it very clear what action they should take next, and keep it simple. A short form right on the landing page is often most effective and involves one less click for the user, removing a potential barrier for converting.
- Solid Content: Keep your content concise and be sure it answers your site visitor’s question. Don’t confuse or distract the user with noise.
- Consistent Branding: The landing page should visually match other marketing pieces used in the campaign. Users will leave the landing page if they are confused by inconstancy between where they heard of your campaign and the landing page they come to.
- Strategy: Don’t let your campaign’s landing page be a last minute addition. When you’re planning a campaign remember that the Web component is one of the most important piece – and often the conversion! — so make sure it’s not an afterthought.
A well thought out landing page can make or break a marketing campaign. Start with what action you want the visitor to take in order to accomplish a pre-determined goal and include the other elements listed above.
Putting it in Practice
For a great healthcare landing page example take a look at the Restore Campaign at Owensboro Health. Owensboro Health does a great job of implementing the tips mentioned above. The page is highlighting not only a specialized, minimally-invasive service, but also the top-notch physicians. The appointment request is a short, simple form and acts as a clear call to action.
We all say we build our websites to help our users—patients and prospects, visitors, staff, communities and more—but do we really?
Top Tasks Help Users
What if focusing on top tasks, clear navigation and streamlined content actually increased our key measures and made our site visitors happy? Your next question might just be: Where do I sign up?
But then you wonder… How could it possibly be that when we first help our website users do what they came to do, they’ll show their love by sticking with us, following through with activities that also benefit our organization?
It seems counterintuitive, but it works. Requirements to fill out forms with lots of fields or pages—or “shouting” at visitors to do something we want before we let them complete their goal—only creates frustration. Such tactics actually interfere with building the positive relationships that create happy users who are inclined to make return visits.
We’ve been reading a lot about “flat design” lately, a seemingly new approach to Web design that is making the Web pundits predict that “This is the future of Web design – the next big thing!” Is flat design really as new and revolutionary as the pundits claim? Or is it just a return to good design fundamentals?
A Visit with Dieter Rams, Circa 1970
Recently, I stumbled across an old article about German industrial designer Dieter Rams that brought the current buzz about “flat design” into perspective. Now, I know what you’re thinking – “There was no Internet in the 1970s. How is this dusty old article relevant to Web design today?” Let’s take a look.
Back in the ’70s, Rams was concerned with the visual state of the world around him which he called “an impenetrable confusion of forms, colors, and noises.” Aware that he was a contributor to that world, he asked himself, “Is my design good design?”