TURNING WEB SITE VISITORS… … Into Patients. Meet and Greet ▪Course Instructor, Jason Daniels ▪EyeCarePro.net founded in 2005 ▪Editor of Optometry Web

TURNING WEB SITE VISITORS Into Patients

Meet and Greet Course Instructor, Jason Daniels EyeCarePro.net founded in 2005 Editor of Optometry Web / Education Center More COPE CE: Search Engine Optimization - How to Rank #1 on Google (and other courses) Meet and Greet Course Instructor, Jason Daniels EyeCarePro.net founded in 2005 Editor of Optometry Web / Education Center More COPE CE: Search Engine Optimization - How to Rank #1 on Google (and other courses) Introductions

To understand the practical differences between an effective website and an ineffective one. To give you the tools to implement the changes necessary to create the website the practice needs. To understand the practical differences between an effective website and an ineffective one. To give you the tools to implement the changes necessary to create the website the practice needs. The Goals of This Hour

Topic Breakdown: The Funnel understanding and controlling it Design and Credibility web site best practices Improve Conversions tools, resources, strategies The Next Level show me the good stuff! Topic Breakdown: The Funnel understanding and controlling it Design and Credibility web site best practices Improve Conversions tools, resources, strategies The Next Level show me the good stuff! Format of This Course

The Funnel

Drive traffic to your web site. Sources: Google, Yahoo, Bing, PPC Ads, Yelp, Facebook, YP Online, Word-of-mouth, Vendors, Links Traffic Types: SEO / PPC / Social Media / Direct Traffic / Referrals WARNING! Not all traffic is good traffic! Tool Tip: Google Analytics http://analytics.google.com Drive traffic to your web site. Sources: Google, Yahoo, Bing, PPC Ads, Yelp, Facebook, YP Online, Word-of-mouth, Vendors, Links Traffic Types: SEO / PPC / Social Media / Direct Traffic / Referrals WARNING! Not all traffic is good traffic! Tool Tip: Google Analytics http://analytics.google.com Generate Leads

The Funnel Conversion rate? the percentage of your visitors that end up reaching a given goal during the time period in question Why not just bring in more traffic? Inefficient More expensive x2 the ad cost x10 the traffic! Conversion rate? the percentage of your visitors that end up reaching a given goal during the time period in question Why not just bring in more traffic? Inefficient More expensive x2 the ad cost x10 the traffic! Improve Conversions

The Funnel Improve Conversions

The Funnel Primary Reasons Patients Seek Eye Care / Eyewear AOAs Research and Information Center Can my web site sell lenses and frames to strangers? Primary Reasons Patients Seek Eye Care / Eyewear AOAs Research and Information Center Can my web site sell lenses and frames to strangers? Sales Reason20062008 Regular exam time / eye doctor notified56.6%67% Vision difficulties21.6%21% Needed new lens / prescription12.8%9%

The Funnel Primary Reasons Patients Seek Eye Care / Eyewear AOAs Research and Information Center On average, patients have 1 eye exam a year Primary Reasons Patients Seek Eye Care / Eyewear AOAs Research and Information Center On average, patients have 1 eye exam a year Repeat Sales Reason20062008 Regular exam time / eye doctor notified56.6%67% Vision difficulties21.6%21% Needed new lens / prescription12.8%9%

How long does it take to form a first impression? Internet users judge websites in the blink of an eye. Dr. Gitte Lindgaard, Carleton University Industrial Chair in User-Centered Design 75% of all visitors to your site are new visitors. Article: Exactly Who is Looking at my Web Site? Optometry Web How long does it take to form a first impression? Internet users judge websites in the blink of an eye. Dr. Gitte Lindgaard, Carleton University Industrial Chair in User-Centered Design 75% of all visitors to your site are new visitors. Article: Exactly Who is Looking at my Web Site? Optometry Web Design and Credibility

Credibility = Believability Trustworthiness captures the perceived goodness or morality of the source Expertise captures the perceived knowledge and skill of the source When a site lacks credibility, users are unlikely to remain on the site for long. They wont buy things, they wont register, and they wont return. Stanford-Makovsky Web Credibility Study 2002 Credibility = Believability Trustworthiness captures the perceived goodness or morality of the source Expertise captures the perceived knowledge and skill of the source When a site lacks credibility, users are unlikely to remain on the site for long. They wont buy things, they wont register, and they wont return. Stanford-Makovsky Web Credibility Study 2002 Trust Me, Im a Doctor

Design and Credibility 1. Third party citations testimonials, video testimonials, case studies 2. Show that youre real address, office and staff photos, chamber of commerce / other logos 3. Highlight expertise are you an expert in a field? Contributor? Give credentials. Respectable affiliations. 4. Honest and trustworthy people stand behind your site show real people in your practice through employee photos and bios 5. Make it easy to contact you your contact information must be really visible (phone number, location, etc.) 1. Third party citations testimonials, video testimonials, case studies 2. Show that youre real address, office and staff photos, chamber of commerce / other logos 3. Highlight expertise are you an expert in a field? Contributor? Give credentials. Respectable affiliations. 4. Honest and trustworthy people stand behind your site show real people in your practice through employee photos and bios 5. Make it easy to contact you your contact information must be really visible (phone number, location, etc.) Factors Influencing Trust (Stanford-Makovsky)

Design and Credibility Top 5 Pages That Visitors View On An Optometry Practices Web Site Web statistics review of 100 websites, EyeCarePro, 2008 Top 5 Pages That Visitors View On An Optometry Practices Web Site Web statistics review of 100 websites, EyeCarePro, 2008 Factors Influencing Trust Page Title% Viewed Home Page92% Our Doctors28% Locate Us27% About Us25% Our Team9% Factors to assign to each page 1. Testimonials 2. Show that youre real 3. Highlight expertise 4. Honest and Trustworthy people 5. Make it easy to contact you

Design and Credibility Good design = Engaging Attractive effectiveness at capturing the attention of the visitor Usable the ease with which a site can be used Participants said they were more likely to believe Web sites that looked professionally designed and appeared visually appropriate to the subject matter. Stanford-Makovsky Web Credibility Study 2002 Good design = Engaging Attractive effectiveness at capturing the attention of the visitor Usable the ease with which a site can be used Participants said they were more likely to believe Web sites that looked professionally designed and appeared visually appropriate to the subject matter. Stanford-Makovsky Web Credibility Study 2002 Design Matters

Design and Credibility Usability Matters http://instone.org/navstress

Design and Credibility Web sites work on many browsers Increase the text size Printer friendly version Email this page Bookmark this page Breadcrumbs No broken links and a good 404 Page Web sites work on many browsers Increase the text size Printer friendly version Email this page Bookmark this page Breadcrumbs No broken links and a good 404 Page Required User Satisfaction Elements

Design and Credibility

Professional design people quickly evaluate a site by visual design alone. Article: Designing Your Web Site For Success Optometry Web Professional design people quickly evaluate a site by visual design alone. Article: Designing Your Web Site For Success Optometry Web Factors Influencing Design and Usability

Design and Credibility

The Funnel Conversion rate? the percentage of your visitors that end up reaching a given goal during the time period in question Improve Conversions

Macro-conversions Schedule an eye exam Contact lens or frame sale Micro-conversions focus here! Visit key page(s) Download a document (submit email to download) Sign up to a newsletter Watch a video Form Submission Comment / interact / compare offerings, etc. Macro-conversions Schedule an eye exam Contact lens or frame sale Micro-conversions focus here! Visit key page(s) Download a document (submit email to download) Sign up to a newsletter Watch a video Form Submission Comment / interact / compare offerings, etc. Goal Setting The Light at the End of the Funnel Occams Razor by Avinash Kaushik

Improve Conversions If you cant measure it Schedule an eye exam RCF Remote Call Forwarding Intake form / complex Online scheduling / request form Micro-conversions Google Analytics Setting Goals and Funnels Event Tracking Bounce Rate Control! If you cant measure it Schedule an eye exam RCF Remote Call Forwarding Intake form / complex Online scheduling / request form Micro-conversions Google Analytics Setting Goals and Funnels Event Tracking Bounce Rate Control! Tracking Your Way To Success

Improve Conversions Lots of businesses assume they know what their customers think and want, but very few businesses ever take the time to find out for sure. Put your own ideas aside and get as much customer feedback about your website and products as you can. You simply cannot overdo this activity. Deciding What To Test

Improve Conversions - SM

Improve Conversions - FB

Improve Conversions 3 70%, 4 79%, 5 users = 85% of the problems found Fix them, test again with 5 more users. (2% left!) http://www.useit.com/alertbox/20000319.htmlhttp://www.useit.com/alertbox/20000319.html - Jakon Neilsen 3 70%, 4 79%, 5 users = 85% of the problems found Fix them, test again with 5 more users. (2% left!) http://www.useit.com/alertbox/20000319.htmlhttp://www.useit.com/alertbox/20000319.html - Jakon Neilsen User Testing

Improve Conversions Usability testing has never been easier Relevant points: Nobody read the pages, they all scanned the content. Nobody trusted the testimonials as they were assumed to be tampered with. Need negative ones! Good to know the doctor is involved with the community. Home page was too long / redundant. Staff photo was good. Add more credibility earlier on the home page. Usability testing has never been easier Relevant points: Nobody read the pages, they all scanned the content. Nobody trusted the testimonials as they were assumed to be tampered with. Need negative ones! Good to know the doctor is involved with the community. Home page was too long / redundant. Staff photo was good. Add more credibility earlier on the home page. UserTesting.com

Improve Conversions Find a public Wi-Fi space. Bring a pen and paper Techies are better testers Tips for talking to your testers Encourage Criticism Ensure them that you wont take it personally (3 rd party?) Our site really needs improvement. Wouldnt you agree? I need to go back to the office with 5 suggestions to improve http://www.conversion-rate-experts.com/articles/understanding-your-visitors/ Find a public Wi-Fi space. Bring a pen and paper Techies are better testers Tips for talking to your testers Encourage Criticism Ensure them that you wont take it personally (3 rd party?) Our site really needs improvement. Wouldnt you agree? I need to go back to the office with 5 suggestions to improve http://www.conversion-rate-experts.com/articles/understanding-your-visitors/ More User Testing at Starbucks!?

Improve Conversions ClickTale.com Click Heat Map (Free*)

Improve Conversions ClickTale.com - the tale of the click LinkClick %# of Clicks HoversHover Order Time (sec) Our Optometrists13%9113.242.6 Our Eye Care Team14.5%11163.121.4 Patient Testimonials00n/a

Improve Conversions ClickTale.com Attention / Scroll Reach

Improve Conversions The 4Q online survey provides answers to the following 4 essential questions: What are my visitors at my website to do? Are they completing what they set out to do? If not, why not? How satisfied are my visitors? Web site pop-up End of session The 4Q online survey provides answers to the following 4 essential questions: What are my visitors at my website to do? Are they completing what they set out to do? If not, why not? How satisfied are my visitors? Web site pop-up End of session 4Qsurvey.com Exit Surveys (Free)

Improve Conversions Customer and non-customer surveys How do you find out more about the visitors that arent interested in you? Survey page Incentive Existing customers: Email Non-customers: Web pop-up, Facebook Customer and non-customer surveys How do you find out more about the visitors that arent interested in you? Survey page Incentive Existing customers: Email Non-customers: Web pop-up, Facebook SurveyMonkey.com (Free*)

Improve Conversions A company's homepage is its face to the world and the starting point for most user visits. Improving your homepage multiplies the entire site's business value Jakob Nielsen, The Guru of web page usability (New York Times) A company's homepage is its face to the world and the starting point for most user visits. Improving your homepage multiplies the entire site's business value Jakob Nielsen, The Guru of web page usability (New York Times) REAL Testing - Where do we start? Page Title% of Visitors Viewing the Page Home Page92% Our Doctors28% Locate Us27% About Us25% Our Team9%

Increasing Coversions Headlines Testimonials Calls to action text and images Act now What stands out Upper left corner Move stuff up Navigation options Remove distracting links Test images Add credibility Headlines Testimonials Calls to action text and images Act now What stands out Upper left corner Move stuff up Navigation options Remove distracting links Test images Add credibility What should I change?

Improve Conversions Attention getters Repeated call to action Theres no such thing as a long page, just a boring page. Body copy Simple language Benefits All information they need Address common objections Font sizes Main paragraph font change Delete, delete! Attention getters Repeated call to action Theres no such thing as a long page, just a boring page. Body copy Simple language Benefits All information they need Address common objections Font sizes Main paragraph font change Delete, delete! I like this, what else should I change? CHANGE IS GOOD

Improve Conversions No more guessing! No more debates! Measured, goal-based testing A/B split tests Choose the page Choose the content to test Create the test Wait for the results and the winner is! No more guessing! No more debates! Measured, goal-based testing A/B split tests Choose the page Choose the content to test Create the test Wait for the results and the winner is! Google Website Optimizer (Free)

The Next Level OnSiteVideos.com (Not Free)

The Next Level Industry Leading Solutions ServicePrice 4PatientCare$50 / month Appointy.com$20 / month Eyemaginations$700 / year Websystem2$90 / month Smile Reminder$299 / month eCommerce CL$50 / month eCommerce Frames$50 / month Total of some services$3500/year?

The Next Level And/Or? Turn Web Site Visitors Into Patients StepCost Credibility and Design ReviewFree Navigation Stress TestFree User Satisfaction Element ChecklistFree Setting Macro and Micro ConversionsFree Analytics TrackingFree UserTesting.com$159 Starbucks User Testing5 Coffees ClickTale.comFree Google Talk ChatbackFree 4Qsurvey.comFree SurveyMonkey.comFree TellAFriendKing.com$6.48 /mth Design and Run TestsFree Google Website OptimizerFree Plus A Whole Lot of Somebodys Time! (and a designer and some technical web stuff too) ?

5% increase in 10 9 different funnel areas! For example Better home page headline +4% More testimonials on the home page +6% Delete ignored content +1 Restructured toolbar +7% Sprinkled call to action throughout site +8% Added credibility factors +5%, etc 5% increase in 10 9 different funnel areas! For example Better home page headline +4% More testimonials on the home page +6% Delete ignored content +1 Restructured toolbar +7% Sprinkled call to action throughout site +8% Added credibility factors +5%, etc Can I increase my conversion rate 50%?

Email: [email protected] Phone: (516)532-5311 Your feedback would be MOST appreciated Email: [email protected] Phone: (516)532-5311 Your feedback would be MOST appreciated Questions?

Documents

TURNING WEB SITE VISITORS… … Into Patients. Meet and Greet ▪Course Instructor, Jason Daniels ▪EyeCarePro.net founded in 2005 ▪Editor of Optometry Web