27 Mar 2017 RB Marketing Series

Simple Measurements to Convert More Website Visitors into Admissions

Kelsey Galles
Kelsey Galles
Content Marketing Coordinator

Consider these two scenarios:

In scenario one, you spend $5,000 on a Google Adwords campaign and generate 100 calls.

In scenario two, you spend $2,000 to place your facility on a local directory page and generate 20 calls.

Which of these two options would you consider a better investment?

It’s easy to assume scenario one is the better option. After all, the cost per call with the Google Adwords campaign is $50 while the cost per call with the directory listing is $100.

What if I told you that of the 100 calls from the Google Adwords campaign, only two resulted in admissions, while of the 20 calls that the directory page generated, five resulted in admissions?

Now we have a completely different story. The Google campaign costs us $2,500 per admission while the directory page costs us $400 per admission.

If you’re measuring quantity over the quality of your calls, you’re not only missing out on opportunities to improve budgeting decisions, but also on measurements that will help you hone your strategies and reach more people in need of your services.

So what am I saying here? Abandon all efforts that don’t generate a certain threshold of admissions? Not quite.

Evaluating “Levers”

Marketers can analyze the cost efficiency of various “levers” within the client decision journey to pinpoint the exact areas where visitors may be falling off.

What exactly do I mean by “levers”?

Let’s go back to our Google AdWords campaign for a moment. Evaluating “levers” means thinking about the various touch points where things could affect a visitor’s decision to stick with you after he or she comes across your ad.

The journey: from initial impression to admission… what happens in between?

  • Lever #1: What happens between the initial spend on a keyword and someone clicking your ad? We can evaluate this by looking at the ratio of impressions to visits and determining the cost per click.
  • Lever #2: What happens between a visitor’s click to your website and the call to your facility? We can evaluate this by looking at the ratio of visits to calls and the cost per call.
  • Lever #3: What happens between the call to your facility and the caller’s decision to choose your facility for treatment. We can evaluate this by looking at the ratio of calls to admissions and the cost per admission.

Credit: Zach Binder.

Once you have the systems in place to track the conversion rates listed above, you can measure for a few months of healthy activity and set benchmarks. With consistent month-over-month reporting, you’ll be able to spot any unstable conversion rates. These fluctuations are areas of concern where you can make adjustments and finesse your campaigns.

Lever #1: How can we convert more of our initial spend into traffic to our website?

  • Conduct ad copy testing to see what messaging works best to attract clicks.
  • Setup advanced geo-targeting to narrow your audience to those in your vicinity who are more likely to consider your treatment center as an accessible option.
  • Create negative keyword lists which let you exclude search terms from your campaigns and ensure your ads are targeted to your desired audience.

Lever #2: How can we convert more of our website traffic into our goals (e.g. calls)?

  • Conduct user experience tests to see how visitors interact with your website. Do they click to the content you’d like them to? If not, optimize and retest.
  • Try out different CTAs to see which messages encourage more visitors to call your facility.
  • Ask yourself — how can I make it easier for someone to discover decision-making tools on my website?

Lever #3: How can we convert more of our calls into admissions?

  • Utilize call tracking software to analyze the length of your calls. How many callers are dropping off after 10 or 20 seconds and why?
  • Use call tracking to determine if all of your calls being answered. If you have a large volume of unanswered calls, consider investing in a 24-hour helpline.
  • Listen to all of your calls and gather data about call handling practices that do and do not work. Ensure your call handlers are adhering to best practices and adjust any bad habits.

Connecting with the right individuals during their moment of need requires diligent tracking and analysis of various online touch points. Our platform does the work for you — connecting your rehab center with individuals who are looking for treatment options right now. Click here to learn more.

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