Simply put, conversions are the number of people or visits to your site that you can change from "audience" to "customers." Tracking and understanding your conversion rates is one of the most basic and essential aspects to ensure that your marketing approach fits your needs. Calculating your conversions is not a measure of how successful your site is based on every patient. That means that this metric isn't designed to measure how much revenue you gain from every single patient, only the number of people who come to your site and decide that you've met their needs well enough for them to perform whatever task you need. For many clinics, a conversion is when somebody makes a sale. However, in the realm of orthopedic practices, it is more likely that you'll set up your conversions based on when somebody schedules an appointment or consultation.
While conversions aren't always the most appealing statistic that you'll follow to determine the success of your campaigns, it is an excellent indicator of assessing the accuracy of your message and how well that fits with your target audience.
Conversion rate success can vary on a variety of different factors. For some marketing campaigns, a conversion rate below 1% or even a fraction of that could be a resounding achievement. In other cases, you may find that your conversion rate is 30% or higher. Attempts to increase your conversion rate are broken down into a few key areas. Generally, inadequate conversion rates are primarily the result of a marketing campaign targeting an audience that is too broad. Work diligently to ensure that you identify and target the best audiences for your efforts and critically evaluate your strategy to ensure that you aren't entirely missing a different demographic.
The second issue that leads to low conversion rates is frequently poor content or a poor approach. While some strategies may call for short sales periods and fast reaction times from patients, other audiences will need to build trust before you ask for a sale or appointment. If you find that your efforts aren't bearing the fruit you expect, this may be the culprit. In addition to inadequate trust-building, poorly written content or off-base advertising can lead to disinterest and disengagement from your audience. Both of these factors will push your conversion rates down.
While conversion rates are relatively straightforward, there can be some nuance to identifying the finer details about what or who constitutes a conversion. For example, some practices only count a conversion when an appointment is booked through their website. However, this may arbitrarily affect other conversions that were related to that marketing approach. If somebody visits your website but then decides to drive down and schedule an appointment in person, it may not appear that you received a conversion. Accurately identifying your conversion rate can help you evaluate your marketing approach.
Finally, while conversion rates are simply converting an individual into a patient, ROI and ROAS can become a little more involved but are frequently considered a gold standard when determining the overall success of a marketing effort. Because conversion rates don't account for the actual amount of revenue that your actions have generated, working to ensure that you understand your ROI and ROAS statistics can help you determine how successful your work has been.