How we help clients increase conversions on their websites: A Case Study
Last week, an ophthalmology/ENT specialist reached out to us concerning his website. According to him, his company had previously worked with a local digital marketing company without any results to show for it, and he wanted to know what we can do differently.
As always, we asked for his website URL and analytics access, as well as the last report from the previous agency. In this blog post, I am going to walk you through some of the things we discovered as it concerns their traffic and campaigns. The first thing we noticed was that their website’s URL was adequately set up in the Google Analytics property settings. We proceeded to their site which was designed by the previous agency.
It looked great and has a “Call Now” call-to-action, which in my opinion is not suitable for desktop. One other thing that caught my attention were testimonials from patients which we are not sure is allowed. The website developer must have used a template which has testimonials but didn’t think it through. Digital marketers should always ask the question – Is this applicable to this business?
They even had an RSS feed. Why would a health specialist’s website need one? A quick look at the “contact us” page revealed that no address was listed. Visitors needed to click on the map icon to find the addresses. Pretty weird, right? There were also issues of missing images, showing that the website was not ready to receive traffic that would lead to conversions. We decided to study the website’s analytics. We saw that they were using Yoast SEO plugin and also tracking traffic with the Analytics ID. However, the tracking ID on the site does not correlate with the Google Analytics ID. As a result, all the data were counting zero. We decided to see if the analytics were properly activated and discovered that only one view exists.
One of the variables we consider is the analytics for goals which was well captured by the previous agency. A goal to track activities on the contact us page was created. Goals for other call-to-action buttons such as “Book an appointment” were missing. These goals can be useful for remarketing. We then proceeded to study the report from the previous agency. They spent a total of $515 and were only able to record 11.4k impressions, 303 clicks and 16 conversions only. We consider this an abysmal campaign with only 2.6% click-through rate.
From the keyword performance, it was evident that the targeted cities were far away from where the practice is located. For example, the campaign targeted Albany, New York but the company is located in Greenbelt. That’s 355 miles apart! One of the keywords “Sleep apnea” was very broad. Anyone could be researching about the term or simply just checking the meaning.
Our submission was they need to fix the issues on their website, correctly set up the analytics and goals, and create a landing page to receive traffic. We do not run campaigns without landing pages because they have proved to be effective. For example, you direct a buyer who needs a hammer to a landing page with so many products and another to a page with different hammers. Which do you think is more likely to convert? After buying the hammer, we can then say suggest nails or other products
That’s how we help our clients increase conversions on their websites. We also do upsell and, and that’s the impressive advantage of using our services.