Increasing Website Visitor Engagement, Optimizing Marketing Efforts, and Converting More Patients
It’s easy to get overwhelmed when attempting to optimize every aspect of your practice’s digital presence. There are countless moving parts and user touch-points to account for. Still, when it comes to the aesthetic services industry, having an effective and engaging website is the foundation for higher conversion rates and the improved lifetime value of patients.
This is the case for practically all small businesses and especially so for those whose customer conversions frequently take place during their online research. In fact, the vast majority of cosmetic enhancement appointment bookings occur when potential patients are in the midst of this research. It’s therefore critical for your practice to provide engaging and interactive website content if you hope to convert these patients at the peak of their interest. Fortunately, increasing visitor engagement and optimizing your site’s efficacy doesn’t always have to be a huge undertaking. You can start with some of these simple and easy-to-implement strategies and improve your digital presence one step at a time.
Overview of Website Optimization
What do I look for?
When considering website engagement metrics, many businesses make the mistake of primarily focusing on click rates. While these clicks offer important insights into site usage, they certainly don’t show the complete engagement picture. Many clicks are superficial or accidental and they frequently distract from some of the more significant usage metrics. These are the data points involved with time on site, depth of interaction, and number of interactions per unique page visit.
Understanding how your visitors truly engage with the content on your site requires that you take a closer look into these metrics. According to a McKinsey report, 70% of customers agree that the overall buying experience is more important than the actual product offered. Companies who provide a distinctly outstanding consumer experience are much more likely to convert site visitors than their counterparts, even if they’re both selling the same product at similar prices.
In the aesthetic services industry, the buying experience is typically nurtured during the first phone call or face-to-face interaction. However, the real experience begins when the interested potential patient first lays eyes on your site, or other digital platforms (i.e. social media, yelp, email, etc…). The "moment of truth” in which potential patients choose you over your competitor is first kindled via your digital presence. That’s why it’s vital to keep visitors on your site for as long as possible while they experience multiple interactions per page and eventually dive deeper into your well of helpful and persuasive content. Understanding the data for time on site, depth of interaction, and number of interactions per unique page visit will ensure that you locate drop-off points and mend shut any leaks in your patient funnel.
So how is this done?
There are thousands of ways in which you can increase the amount of interactions and time spent on your site or within your other digital platforms. From blogging to social media giveaways to live webinars, it’s easy to get lost in the weeds when trying to find an easy fix. While we don’t recommend putting all of your eggs into one basket, we do offer a single, simple, and elegant solution that is proven to increase user engagement, leading to more overall conversions.
The New Look Now Visualizer widget is an easy-to-implement tool that lives on your site and provides multiple additional layers of interactions for your site visitors. In a nutshell, New Look Now is a treatment simulation visualizer that delivers your patients renderings of their own photographs that realistically demonstrate how a cosmetic enhancement procedure could look on them. They receive virtual before-and-after simulations on their own faces and bodies, creating a much higher likelihood of them scheduling appointments and following through with the actual treatment. And you can offer this incredible tool and the innovative tech behind it on your practice's website via our easy-to-install widget.
The New Look Now visualizer widget is proven to decrease no-show rates by over 85% while increasing consultation-to-treatment conversion rates by over 30%. The majority of this positive outcome can be directly tied to the patient experience. This all falls back into the realm of user engagement, beginning with the first contact that these visitors have on your practice’s site. With the New Look Now Visualizer widget, you can easily increase the metrics regarding the amount of time spent on site, the depth of each user’s interactions, and the number of interactions per unique page visit. As an inherently interactive and engaging tool, our visualizer widget guides your site visitors toward a type of captivating experience that is guaranteed to boost those key metrics.
Best Methods for CTA Utilization
Where do I put my CTA?
Your practice’s site and all of your subsequent digital content undoubtedly has several forms of call-to-actions (CTAs) throughout it. These are the buttons and forms and hyperlinks that you are constantly hoping your site visitors engage with. Unfortunately, ensuring that your CTA leads to high conversions isn’t always as simple as placing it haphazardly on your homepage and wishing for the best. Optimizing your CTAs requires a bit more forethought and upkeep than that.
First, the actual location of your CTAs can have a dramatic impact on your click thru's and conversion rates. The biggest question that most site developers/owners face is whether or not to place your CTA above or below the fold. The area above “the fold” refers to the top of your page where your heading, navigation bar, and other basic permanent info/features live. The content below "the fold" is mostly dominated by body paragraphs, non-permanent article links or snippets, and all other site material. Obviously every site is different and can’t be exactly dissected by “the fold”, however most web pages have at least a similar structure to this.
According to a study by Nielsen Norman Group, most site visitors read content on your site in a capital “F” formation, with the bulk of their attention peaking on the upper left-hand side. This study specifically showed that site viewers read or scan the top horizontal line first (top tier of “F”), then trace back and briefly read/scan any content on the horizontal line immediately below the first (bottom tier of “F”), and then finally trace back and read/scan the vertical line that forms the backbone of the “F” figure. Based on this analysis, it might seem obvious to place your CTA at the top left above the fold, where you know users eyes (and attentions) will immediately be drawn toward. And that placement just might get you the optimal amount of clicks. But what about conversions?
Based on some testing done by ContentVerve, CTA placement for clicks vs conversions are two entirely separate beasts to tame. According to their A/B tests, they saw a large increase in the number of clicks when their CTA was placed above the fold. However, that same CTA garnered a 304% increase in total conversions when placed below the fold, closer to the bottom of the page. While this might appear as an anomaly of sorts at first, it actually abides by some sound logic. The readers who managed to reach the bottom of the page were fewer, yet better educated on the product or company and were therefore far more likely to convert once they actually clicked on the CTA.
Still, what that testing fails to demonstrate is the optimization of the infinite variety of products and their respective CTAs that exist throughout the web. According to SEO expert Neil Patel, the simpler the product or offer, the higher up the CTA should be on the page. This goes along with the previous A/B testing analysis as it recommends that more complex products require more information to foster increased CTA conversion rates.
So in summary, you should place simpler CTA’s at the top (above the fold) and more complex CTA’s at the bottom (below the fold) of your site. This will maximize both click rates and conversions and bring you one step closer to total site optimization. But what about the content of the CTA?
That’s where our widget can help!
At its most essential, the New Look Now visualizer widget is simply an elaborate CTA with a lot more bells and whistles. The widget usage begins with a single button that offers an easily comprehensible product; To “virtually ‘try on’ a treatment”. If the widget is placed on your homepage or a general page, it’s up to you to determine which treatment or procedure you want to be highlighted. Otherwise, you can add some procedure-specific widgets to your individual treatment/services pages. So when a potential patient is researching Neograft or Ultherapy on your site, they can be shown our visualizer widget as a CTA that is specifically catered to that treatment. It’s simple, effective, and easy to administer.
The New Look Now visualizer widget is also optimized based on design. While the color of our buttons is customizable to an extent, we tend to stick with pink, red, or orange considering that studies have shown that simply using these colors can lead to 32.5% increase in conversion rates. We also designed our widget to work as a two-step approach, where the first button opens a box within your site page which then provides a second interaction for the user to quickly understand exactly what the offer is. We see this as killing two birds with one stone in a sense, as it effectively isolates the widget CTA from the rest of the content on your site while minimizing any necessity for pretext. According to a report by Open Mile, conversion rates can potentially increase by 232% when clutter is reduced in the areas surrounding the CTA.
What if you want to get even more creative? Well, if you want to create a highly customized widget portal, you can utilize our affiliate link system. This essentially presents you with a link that leads to the exact same interface as the standard widget, minus all of the buttons and embedded CTA copy. With the affiliate link, you can code or create your own website banner or button as the outward facing CTA content while still maintaining all of the engaging interactions within our visualizer setup. This ensures that you have complete control over how everything looks and feels on your practice's site, without having to sacrifice the positive outcomes of representing our treatment visualizer.
As a whole, the New Look Now visualizer widget delivers a simple and easy-to-understand offer that will lead to increased conversions as long as it is optimized for click rates. Therefore, we recommend implementing our visualizer widget above the fold, near the top of your page, allowing the widget button to receive maximum number of clicks and ultimately generating more patients for your practice. Still, if you’d rather place the widget below the fold, our two-tiered approach ensures that your potential patients are fully educated on the offer before they click the button. At the end of the day, the look and placement of our widget can be adjusted to your liking and you’ll need to do some basic A/B testing (more on this later) in order to find the best home for it on your site.
Capturing mobile “attention tokens"
We discussed the need for mobile optimized marketing solutions in a previous post, but here is brief refresher in case you missed it. As we all are coming to realize, mobile screens are quickly beginning to dominate our total daily attention spans. Larger screened desktops and laptops still maintain a sizeable portion of our overall daily screen time, however mobile phones will soon be the ultimate user touchpoint for all businesses.
From 2008 to 2015, mobile media rose from just 12% to over 51% of daily average consumption in America. That number has continued to grow exponentially as more people around the world obtain mobile devices each day. The average human is only really able to dedicate a certain amount of attention per diem before we burnout and fall asleep. As consumers begin to spend the majority of their daily “attention tokens” on mobile devices, it’s becoming more and more necessary for businesses to attract them via mobile optimized marketing.
According to a report by Experienced Dynamics, over half of users express an increased unlikeliness of engaging with a company if they are given a “bad mobile experience”. This same report states that roughly 60% of all consumers use mobile devices exclusively when making purchasing decisions and over 80% of users say that a seamless experience across all devices is “very important”. Needless to say, your website and all other aspects of your practice’s digital presence should be mobile optimized to ensure optimum returns on your marketing dollars.
Our mobile-optimized widget takes you one step closer
After redesigning the New Look Now visualizer widget to work seamlessly across all platforms and all devices, we began noticing some fairly interested data trends. Most notably, roughly 75% of all of our simulation traffic can now be traced back to mobile widget usage on our partners’ sites, providing an average of $70-80k in additional revenue. Beyond that, our partners started to see 75% of all of their conversions taking place on mobile devices. In the case of one top-performing practice, 90% of all patient conversions occurred via our mobile-optimized widget and that number led to an estimated $100k in revenue!
We feel our widget works exceptionally well for mobile conversion for two reasons. The first is that local businesses, i.e. the bulk of practices in the aesthetic services industry, always tend to fare better when users utilize smartphones over desktops/laptop computers. According to the Experience Dynamics report stated above, over 94% of smartphone owners use their phones to research local businesses rather than desktop or laptop computers. And 80% of these mobile phone searches for local businesses lead to conversions of some form!
The second reason is twofold and begins with the concept that our interactive widget temporarily transforms your site into an app-like interface that boosts user-engagement and fits perfectly in the realm of mobile devices. That experience is also translated seamlessly from desktop to smartphone to tablet, regardless of the device platform. And if you remember the stat from before, over 80% of users are more likely to convert if you offer them a seamlessly integrated experience across all of their devices.
Increasing Website Conversions
Where to begin?
At the crux of all of this talk of optimization is the goal of increasing website/landing page conversions. Unfortunately, when it comes to increasing conversion rates, there is no magic formula or golden rule that every business can follow, even for those within the same industry. There are, however, best practices that have been tried and tested and retried which can offer you some occasionally solid rungs on the ladder to internet marketing success.
The three basic principles or goals that you’ll want to incorporate in your digital marketing plans are as follows: understanding your audience, creating less opportunity for funnel leakage, and making full use of A/B testing. There are obviously dozens of other principles to consider, but these three offer a great place to start. They are unshakable cornerstones of marketing on all fronts, but especially so when it comes to website optimization.
Understanding your audience can be done through a variety of means while utilizing any number of channels. Google Analytics (GA) is typically seen as the preferred king of the jungle when it comes to dissecting user demographics from visitors on your site. GA allows you to see the geographic locations, ages, genders, buyer profiles, and general search interests of all your website users. You can dive further and segment these audiences by conversion rates or by types of conversions, enabling you to determine to a high degree of accuracy which demographics of internet users are more likely to convert at specific areas within your site.
Once you can pinpoint who your audience is and where they are converting, you’ll likely start to notice the areas or touch-points where you’re losing your them. These “drop-off” points are referred to as “leaks” in your conversion funnel and are problem areas where your potential patients become disinterested or unengaged while interacting with your digital content. After locating these areas, you can take the appropriate measures to mend the leaks and consequently boost your conversions.
This is where conversion rate optimization (CRO) tools can come in handy. According to a study by VentureBeat, CRO tools have an average ROI (return on investment) of 223%. One very simple and effective CRO tool that is proven to improve ROI is known as A/B testing.
A/B testing refers to splitting or segmenting the delivery of digital content in order to determine which version leads to higher conversion rates. The differences in the versions can be extremely subtle or drastic depending on your goals, and you can also decide to segment your receiving audiences to better understand how different demographics respond to different content. For example, you could set up a landing page with the headline “Buy More Botox” and test that against another landing page with the headline “Buy Lots of Botox”.
According to Optimizely, former President Barack Obama used A/B testing on his campaign landing page during his 2008 presidential run. The end result was a measurable addition of $60 million in contributions. While your business might not be on the same level as a legendary presidential campaign, this still goes to show that A/B testing is a simple and scalable CRO that can provide sizable ROI.
Here’s how our visualizer widget acts as a CRO tool
The New Look Now visualizer widget effectively acts as a type of CRO tool as it allows you to better understand your audience, seal up leaks in your conversion funnel, and A/B test until the cows come home. While the primary goal is to educate your prospective patients on potential treatment outcomes, the visualizer widget is inherently a multifaceted marketing apparatus that lends itself to a wide variety of conversion optimization strategies. Therefore, you can use ostensibly “fidget” with the widget in order to strategically amend any pain points on your practice’s site and in your general digital presence.
Using the New Look Now visualizer widget to better comprehend your audience requires a bit of inquiry into the realm of Google Analytics (GA). As we mentioned above, you can utilize GA to know the specific demographics of the users who interact with your sites and at which point they are most likely to convert based on these demographics. So you can easily apply this user analysis to our widget utilization and ultimately gain insights into which site visitors are interested in seeing specific treatment results on their bodies. This information is invaluable for retargeting efforts as well as optimizing your CTA positioning and services navigation throughout your site.
Once you’ve garnered some data from the widget utilization on your site, you’ll then be in a prime position to start cementing in the leaks in your conversion funnel. For example, you could look on GA and notice that visitors who fall into the millennial female demographic who are interested in Neograft are dropping off or bouncing out of your site before they get below the fold on a specific page. Using that information, you could place a Neograft-specific widget above the fold on your Neograft services page with nearby copy or imagery that targets this exact demographic. And that is just one iteration out of practically infinite varieties of widget-based strategy and implementation. That’s when the testing starts.
After using the widget to learn about your audience and understand where you can fill in the gaps on your site, you can then begin thoroughly A/B testing with placement, color, various treatment types, and the surrounding content on your page. When A/B testing, it’s important to use slight yet distinct differences in the content and to allow the test to run long enough to gain a qualifying number of results. To understand your appropriate sample size, you can use this nifty A/B test calculator by Optimizely. Once the test is over, you can continue by pairing the winner with a third variation or move on to the next portion of your site optimization.
At this point in the post you’ve probably already gotten the gist that the New Look Now visualizer widget is a multifaceted website optimization and marketing apparatus. Now that we’ve covered the basics of site optimization, it’s time to conquer the other elements of your practice's digital presence. This mainly refers to content that you distribute via social media and email marketing efforts.
Many businesses make the mistake of not emphasizing the importance of a strong and consistent social media presence. According to Ambassador, 71% of consumers who have had a positive brand-based social media experience are likely to refer that company to their friends. And in the aesthetic services industry, referrals and repeat customers typically provide an inexcusable portion of revenue. That’s why it’s vital to approach your digital presence on social media (and on emails) with the same care and charisma that your approach your practice’s website.
While each digital platform offers a unique interface and context for you to interact with your potential patients, it’s a good rule of thumb to streamline and unify most of your content strategies. The foundation of your branding and your outward facing content should be solid and unchanging, while the surrounding bells and whistles can be decorated to fit the atmosphere of the platform. Our widget offers an easy way to create compelling, educational, and multilayered CTA’s across a variety of digital channels with the added benefit of being customizable, flexible, and endearingly consistent.
Preemptively informing future website visitors of the widget
The best advice we can give to our new partners is to do everything in your power to preemptively inform your site visitors that the New Look Now visualizer widget is available on your site. This might seem excessive or even a bit redundant, but it’s an easy and surfeited way to boost click rates on the widget button, leading to more conversions, which equals more patients. Obviously you shouldn’t go door to door to all of your potential patients passing out promotional widget pamphlets. However, this is a prime example of where social media and email marketing can work hand in hand with our visualizer tool.
When we talk about adding our widget to your social media and email campaigns, we essentially mean creating a link to the widget box on your site. In fact, you don’t necessarily have to create a unique link if you simply relay the proper information in the copy of your post or email. For example, you could post on Facebook about your new highly competitive prices for Ultherapy treatments. You could then emphasize that your followers or other Facebook users have the opportunity to “try on” Ultherapy treatments for free when they use our widget button on your site. This gives your followers one more powerful reason to click on your post or advertisement and ensures that they know the visualizer is available to them once they are on your site. It is a dually informative and interactive tactic that is optimized for engagement. And as we've stated before, patients who use our visualizer widget are 80+% more likely to show up for consultations and 30+% more likely to book treatments afterward.
Did you know that email marketing has an average of $38 in returns for every $1 spent? The same tactics that we use for social media can be applied for email marketing campaigns to boost these returns even more. You can essentially replace any previously tired or underwhelming CTA’s at the bottom of your emails with a call to use our visualizer widget located on your site. Again, this simply creates a more engaging and almost game-like interaction for your email recipient. The customizability of the New Look Now widget also enables you to specifically target email audiences by a selection of treatment types or through other A/B testing methods. This is proven way to optimize clicks and conversion rates for your emailing efforts.
Increasing engagement and conversions via email and social media
So now that we’ve generalized on what you can do with the widget in regards to email and social media, let’s talk about how you should do it. The same standard principles that apply to website optimization also apply here. Basically, you want to know your audience, find the drop-off points, and A/B test until you find the right medicine.
The main difference here is that emails and social media posts can be seen as a “one-off” form of outgoing content with a very controlled format of output and viewership. That means that you can get hyper-specific with audience targeting as well as drastically transform the content within each post or message. For example, you could craft an email that details the wonders of hair transplants and uses the New Look Now widget as a CTA for trying on Neograft. You could then send that email to a specific segment of your mailing list that has expressed interest in Neograft in the past. The possible variations and subtleties are practically infinite.
We find that the most important thing for improving engagement and conversions via email and social media is some form of personalization. That doesn’t necessarily mean writing the first name of everyone on your mailing list in the email body, but that surely doesn’t hurt. What it does mean, however, is that you need to target users with content that is adhered to their specific interests and personality types. And this all goes back to figuring out who your audience is and what types of content they are engaging with. What are their problems, needs, and desires, and how can your practice fulfill those?
According to a report by eMarketer, 81% of online shoppers were likely to make a purchase based on a targeted email when the message corresponded to past purchasing habits. That’s why it’s vital to keep track of all of the data that you can for current/prospective patients, and general site/social media visitors. With these digital channels, you can create hyper-targeted content that makes use of our widget to boost conversion rates for specific treatment types. And while email marketing has traditionally received better conversion rates than social media posting, the same tactics can apply to both.
We’ve been going on and on about our visualizer as a website optimization tool so it’s about time to roll out the numbers. Based on an ASAPS (American Society for Aesthetic Plastic Surgery) case study, the New Look Now visualizer widget was shown to generate 36% more patients with an 85% decrease in no-show rates and a roughly 30% increase in consultation-to-treatment conversions. While the cost of investment in the visualizer differs based on a number a variables including your practice's size, number of uploads/submissions, etc…, we can proudly say that we’ve provided a positive ROI to all of our partners so far. There are no other lead generation tools specific to the aesthetic services industry with the ability to boast that. Feel free to take a closer look at some of our recent data below.
Data from partners' practices and case studies
Cost and efficacy of widget vs traditional lead generation tools
Other digital marketing tools that promise lead generation typically cost a flat fee and rarely provide the type of quality return that New Look Now can offer. Most of these utilities are generic or uninteresting and are about as thorough as a simple form fill. The New Look Now visualizer offers something rare, unique, and complex at a price point that can match or beat the bulk of any other lead gen platforms out there. Our treatment simulation is a full-service patient engagement portal that generates high quality leads who are better educated about the product and are therefore much more likely to convert with a higher lifetime value. The best part is, we provide all of this within a bundle-type widget (or API if you prefer) that lives directly on your site!
Implementing the New Look Now Widget
How to become a partner and add the widget to your site
Please click here or email firstname.lastname@example.org to request a demo or get the widget from one of our account executives today.
Free Live Webinar on Website Optimization and Widget Utilization!
Join us on Thursday, January 25th 2018 at 9:30AM (PST) for a free live webinar where we will be detailing all of these best practices and methods for optimizing your practice's digital presence and properly implementing the New Look Now visualizer widget.
Click here to RSVP today!