Marcel Digital and SPM Marketing & Communications held a joint webinar, Building A Strategy to Maximize Conversions, where we give insights on the tactics and strategies healthcare systems need to continually drive engagement and appointments in 2018 and beyond. Here are the slides from that presentation.

1. BUILDING A STRATEGY TO
MAXIMIZE CONVERSIONS
A Marcel Digital & SPM Webinar

2. |
KYLE BRIGHAM
Director of Client Relations
AMY TULLEY
Conversion Optimization Specialist
MEET YOUR PRESENTERS
Marcel Digital Marcel Digital

3. © 2018 SPM Marketing & Communications and Marcel Digital. All Rights
Reserved.
SPM Marketing & Communications is a brand
consultancy and integrated healthcare
marketing communications firm that
specializes in bringing what’s next to the
healthcare industry.

4. © 2018 SPM Marketing & Communications and Marcel Digital. All Rights
Reserved.
Marcel is a digital marketing agency based in
downtown Chicago. Founded in March 2003,
Marcel remains one of the original and most
well established digital marketing firms in the
United States.

5. |
ABOUT US | Some of Our Clients

6. OUR AGENDA
1 32
CRO 101 THE CRO
PROCESS
WHERE TO
BEGIN
PROPRIETARY AND CONFIDENTIAL

7. © 2017 Marcel Digital. All Rights Reserved.
CRO 101

8. Conversion Rate Optimization (CRO) is the art and science
of improving the percentage of visitors who convert on
your website.
CRO 101 | What is Conversion Rate Optimization?

9. Drive More Conversions
Increase appointment requests, referrals, or leads through your website
from existing traffic.
Maximize Your ROI
A higher conversion rate means a better ROI, because converting current traffic
is more effective than finding more visitors.
Increase Visitor Engagement
Users will visit more pages, spend more time on your site, and be more
inclined to complete actions you want them to complete.
Increase Your Patient Volume
Simply put, more conversions means more patients.
CRO 101 | The Benefits of Conversion Rate Optimization

10. ● Requesting an Appointment
● Phone Calls
● Finding a Doctor
● Signing Up for an Event or Newsletter
● Utilizing Resources and Tools
CRO 101 | Why Conversion Rate Optimization Matters

11. ...And more!
CRO 101 | Research Tools We Use

12. CRO 101 | Conducting Research

13. CRO 101 | Conducting Research

14. 50% 50%
CRO 101 | A/B Tests

15. © 2017 Marcel Digital. All Rights Reserved.
THE CRO
PROCESS

16. 1. Determine business objectives: What is the goal of our website?
2. Conducting research: What is helping or hindering us from reaching our goal?
3. Hypothesis: What do we think will help our website better achieve our goal?
4. Design: What layout or experience best helps us achieve our goal?
5. Technical integration: What tools do we need to help us test our hypothesis?
6. Testing: Do our hypothesis / designs help improve our conversion rates?
7. Analyze results: Measure, report, and fine tune!
8. Repeat — Back to step 2: Rinse and repeat - there are always opportunities!
THE CRO PROCESS | A Quick Rundown

17. P
I
E
otential
mportance
ase
THE CRO PROCESS | Leveraging Pie

18. Some factors to think about with PIE:
● Is it above the fold?
● Is it noticeable in 5 seconds?
● Is it designed to increase user motivation?
● Is it running on high volume pages?
● Is it addressing an issue discovered during user testing?
● Is it addressing issues found via analytics?
● What is the ease of implementation?
THE CRO PROCESS | Leveraging Pie

19. © 2017 Marcel Digital. All Rights Reserved.
WHERE TO
BEGIN

20. PERSUASIVE
INTUITIVE
USABLE
ACCESSIBLE
FUNCTIONAL
WHERE TO BEGIN | Conversion Optimization Hierarchy

21. November, 2014
For Healthcare websites, we evaluate:
● Web Forms
● Calls to Action
● Filters and Searchability
● Value Propositions
WHERE TO BEGIN | Healthcare Websites

22. Our Recommendations:
● Only one form per page
● Don’t ask for more than you need
● Shorter isn’t always better
● Avoid optional fields
● If information is required, tell them
● Set clear expectations
WHERE TO BEGIN | Web Forms

23. ● One primary call to action
● Button is usually better than link
● Make it big (enough)
● White space
● Use a different color from the rest of
the site
● Use the right copy (matching the
user’s intent)
Our Recommendations:
WHERE TO BEGIN | Calls to Action

24. ● Narrow down choice
○ Filters
○ Conditions
○ Services
○ Departments
● Eliminate sidebar distractions
Our Recommendations:
WHERE TO BEGIN | Filters and Searchability

25. ● Promise of value to be delivered
● Explain how your service solves patient problems or
improves their situation
● Deliver specific benefits
● Tells the ideal patient why they should reach out for care
from you and not the competition
● NOT a slogan or a catch phrase
WHERE TO BEGIN | Value Propositions

26. © 2017 Marcel Digital. All Rights Reserved.
A CASE STUDY

27. | November, 2014
OVERVIEW
A Chicago medical center launched a new Bariatrics program
along with educational seminars for prospective patients.
Their goal was to increase patient volume to the seminars
given a 10% patient acquisition rate from attendees.
STRATEGY
Increase the number of attendees to free educational
seminars through paid search & provide educational
information for prospective patients on the site
TACTICS
● Landing Page Optimization
● Conversion Rate Optimization
● Paid Search
● Analytics
CASE STUDY | Chicago Hospital System

28. | November, 2014
CASE STUDY | Chicago Hospital System
Original Updated

29. | November, 2014
333% 37%
Increase in Click Through Rate (CTR)Increase in Monthly Conversions
139%
Decrease in Cost Per Event Sign Up
THE RESULTS
CASE STUDY | Chicago Hospital System

30. © 2017 Marcel Digital. All Rights Reserved.
SUMMARY

31. START TESTING!
Next Steps:
● Discuss your goals
● Discuss CRO with your team
● Consider a CRO audit
● Follow a Process
● Leverage PIE when optimizing
SUMMARY | Key Takeaways

32. © 2018 SPM Marketing & Communications and Marcel Digital. All Rights
Reserved.
QUESTIONS?

33. |
Email kyle@marceldigital.com for more information.
It’s easy:
1. Send an email to Kyle at the address below
2. Kyle will be in contact with you today to schedule delivery of your analysis
3. We jump on a call and our CRO experts will discuss your analysis with you!
FREE CRO ANALYSIS

34. |
THANK YOU
KYLE BRIGHAM
Director of Client Relations
AMY TULLEY
CRO Specialist
www.marceldigital.com
312.255.8044
We appreciate you taking the time to join our webinar
today! We hope you see the benefits of CRO and walk
away with actionable insights!!