Healthcare marketers: How healthy are your mobile conversion rates?

Category: Call tracking
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: Google recently announced that more Google searches take place on mobile devices than on computers in 10 different countries.

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.

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 adgroups drive calls from the search results page, and use this intelligence to refine your keyword lists and optimise your AdWords campaigns.
  • Analyse call by channel, duration, location, department and more, providing you with additional insights into the behaviour of mobile callers.

Mobile is only going to grow. The user journey will become progressively more complex – and analytics more fragmented. Optimising the mobile call experience is a critical step to finding success in an increasingly connected world.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.