Many friends who work on websites in the medical industry have asked me the same question on QQ: How to increase the appointment rate of the website?
When they asked this question, they all talked about how many of their websites were included, PR was not low, and the number of visits was okay, but the business volume just couldn't increase. What's more, they have been pursuing the goal of making the website more and more beautiful. They display a lot of beautiful pictures and videos on the web page, and then send them to me to see with a sense of accomplishment. They seem to think that the business volume of the website will definitely increase. As a result, after a period of time, I was disappointed and my business volume declined instead of rising.
How to improve the reservation rate of the website? I have only one sentence: do it objectively and truly from the customer's perspective.
1. The initial and simplest purpose of people visiting medical websites is to answer some questions in their minds, obtain the most original reference information, and decide their own consumption choices. They are not here to appreciate a beautiful and dynamic website. Of course, a beautiful and dynamic website will give people a good visual experience, but it will also cause customers the trouble of being confused and slow to open when they cannot find the necessary information. Within the same time frame, if a customer can find the information he needs on your opponent's website, then your potential customer may become someone else's customer. So I use the word "too much, not even enough" to summarize the art design of medical websites.
2. People who visit medical websites have a cautious and skeptical attitude. Blind exaggeration will increase customers’ distrust. Based on facts, use data and examples to talk to customers, and look at some issues from the customer’s perspective. Able to capture the hearts of customers. Therefore, I use the concept of "customer first and honesty" to create the content of the website.
3. There are people of all kinds in the world, but you have to ensure that 99% of people can correctly access your company’s website and use the tools on the website, rather than just saying that you think you can use it, or think that what you have is enough It's simple, everyone can use it, it's all your subjective understanding. And you should put the products and services your company wants to recommend to customers where they can easily find them. “Detailed” is my idea of website layout.
This time, I will only talk about some personal opinions on improving website business volume from three aspects: website layout, art, and content. (Note: The most important thing is that if you don’t know how to analyze these problems from the customer’s perspective, there are two methods that can help you. One is to ask as many friends around you outside the industry as possible for their thoughts. The other is to It is Duoduo’s analysis of various website access data. The more data is compiled and the more detailed the better)