Many medical industries generally follow the SEO route or Baidu bidding. If you want to know how to create a bidding landing page, I recommend you read the "Editing Tips for Bidding Articles in the Medical Industry Website" that I once wrote. However, many medical industries have found that after bidding, there is no conversion rate and the number of medical consultations is extremely low. Tens of thousands or even hundreds of thousands of dollars are thrown out a month, but there is no effect. What is going on? In fact, effective improvement The conversion rate of Baidu bidding is relatively good. Let me briefly introduce based on my own experience, how can the medical industry improve the conversion rate of Baidu bidding landing page?
First, what is conversion rate.
Conversion rate refers to the ratio of the number of completed conversion behaviors to the total number of clicks on promotional information within a statistical period. The calculation formula is: conversion rate = (number of conversions/number of clicks) × 100%. For example, take psoriasis as an example. If the number of visits per day is 1,000, then 100 people come, then the conversion rate is 0.01.
It can be seen that the conversion rate is the core of the website's ultimate profitability, and improving the website's conversion rate is the result of the website's comprehensive operational strength. Especially for medical websites, this conversion rate is closely related to the number of medical visits. If the conversion rate is particularly low, it means that your bidding costs are getting higher and higher. If the long-term conversion rate is relatively low, then bidding is a "bottomless pit."
Second, how can the medical industry improve the conversion rate of Baidu bidding landing pages?
I briefly talked about what the conversion rate is before. So, for the medical industry, let’s introduce in detail how the medical industry can improve the conversion rate of Baidu’s bidding landing page.
<1>Hospital contact information. The first is the phone. I believe everyone is very familiar with 400 phones now, especially some large enterprises, such as Haier and Hisense, which all use 400 phones, which makes consumers particularly trust 400 phones. Therefore, it is best for the hospital to start with a 400 number. The second is the address. Many hospitals are small clinics. The advertisements are all in a certain place, a certain district, a certain building and a certain number. At first glance, it is not a formal hospital address. Therefore, it is very good for the hospital to use a clear address. of.
<2>Hospital experts, hospital qualifications and packaging. Nowadays, many people prefer tertiary A hospitals, medical insurance designated hospitals, GWY subsidy experts, etc. for medical treatment. These are very eye-catching to patients and are of concern to everyone. Therefore, you must be a hard-working packaging expert.
<3>Website authenticity certification. There are too many fake websites now, so netizens are very cautious. Therefore, website ICP registration, network shield, Internet police and other signs can virtually increase the authenticity of the website. I have seen some hospitals install plug-ins on the website. Once you open the website anti-virus software Just report a Trojan horse virus. Can a patient trust such a website?
<4> Authoritative media reports. We all know that no hospital will tell patients that its hospital is not good, and patients generally have doubts about the hospital's own claims. Therefore, how to make good use of third-party authoritative media, such as newspapers, TV and other authoritative media to express their own opinions will be more effective than our direct marketing. good. For example, if you make an attractive advertisement on CCTV, I believe your reputation will be easily established.
<5>Website planning. Whether a website plan meets the user experience is the most important. After all, we have launched a bidding process. If the patients who come in do not want to see it, then you have fallen into a "bottomless pit." Next, I will talk about website planning from several aspects.
1. The website must look clear and comfortable. Many medical websites generally use their homepages as bidding landing pages. Therefore, if your website makes others look uncomfortable, it will greatly reduce the conversion rate.
2. If your landing page should be clear and concise, then you must carefully plan your bidding landing page, because this is the stage you can show to patients.
(1) Articles must be written according to patients’ search habits. For example, if a patient searches for the keyword "psoriasis treatment", your bidding landing page should have a title such as "How to treat psoriasis" or "What is the most effective way to treat psoriasis".
(2) The symptoms and treatment of the disease must be clear and clear, and do not make long articles. They are unattractive and unattractive articles cannot be read. Moreover, most patients are nervous and panicked, so your article must strive to highlight your own advantages.
(3) Effective guidance. Many people like to make the consultation window very large and allow patients to consult as soon as possible. This is not practical. After all, every patient wants to consult differently when he comes in. Maybe he just wants to know why he has this disease, so what you have to do is to guide him on the landing page. Then, you must insert the consultation at the appropriate location so that the patient can unconsciously consult.
3. Consultation. You will find on general medical websites that there are many patients who consult, but very few come to see a doctor from consultation. This situation often occurs during the consultation process. We chatted with the patient for a long time, but the patient did not come to see the doctor in the end. Whenever this happens, it is best to check the chat history and finally judge that the patient is not the intended patient, such as consulting after-care. , diet therapy and other topics, the conversion rate of such topics is generally not high, so as a consultation, you should learn how to judge the patient's intention and whether there is a definite need. In the field of online marketing, hospitals are not charities. , don’t waste time on some patients who have no needs.
The above is my brief introduction on how to improve the conversion rate of Baidu bidding landing page in the medical industry. In fact, for the medical industry, there are many ways to improve the bidding landing page. There are other questions. We can communicate with each other. I am Qingdao seo , you can log in to http://www.guoqing8.com/ , you can add my QQ: 331055515, I look forward to your addition, please keep the URL, thank you!
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