Healthcare marketers: How healthy are your mobile conversion rates?
44% of patients who researched hospitals on their mobile device scheduled an appointment. If you still aren’t convinced of the importance in delivering a mobile-optimised experience to your visitors, consider this: 63% of Google searches occur on mobile.
The question is, does your website effectively attract and convert mobile visitors into enquiries?
How many inbound phone calls do you get?
Despite a marked increase in mobile search, smartphone conversion rates are still typically lower than on desktop and tablets.
The majority of marketers rely on their website analytics to understand what devices their visitors use and conversion rates. However, this only tells you half the story. Web analytics alone can’t tell you the number of calls you receive from your website, display advertising, emails campaigns, etc.
Call tracking analytics has the answer.
Attract, convert, and retain high value patients
What motivates a mobile visitor to convert?
In order to increase mobile conversions, you need to put yourself into your visitors’ shoes and understand:
- What drove them to your website?
- What do they do while they’re on your site?
- What do you want them to do on your site?
- Why do they leave?
Mobile visitors don’t use the web on their phones the same way they do on desktops. There’s usually an express intention behind their visit. This could be to find out more information about something they’ve just seen or experienced, or it could be specifically to find a phone number to make an appointment.
Tracking and analysing mobile call conversions from search results
Conversions rates aren’t as cut and dried as they used to be. The number of phone calls originating from mobile search is growing exponentially. Inbound phone calls are now an inherent part of the equation.
Call tracking provides you with an incredibly detailed amount of data on an inbound phone lead – without that lead ever having visited your site. You can:
- Attribute calls directly to the campaign that resulted in a conversion.
- Discover which keywords, ads, and campaigns drive calls from the search results page, and use this intelligence to refine your keyword lists and optimise your PPC campaigns.
- Analyse call by channel, duration, location, department and more, providing you with additional insights into the behaviour of mobile callers.
This blog was first published in August 2015, and updated in August 2024.
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