What is a Conversion Action on a Medical or Dental Website?

On a medical website, a conversion action is a desired action a visitor takes that indicates they are becoming a potential patient or lead, with the ultimate goal being to convert website visitors into patients. Common examples include making an appointment, filling out a contact form, or calling the office. These actions are typically prompted by clear calls to action (CTAs) on the website. 

What is a “conversion action” ?

A “conversion action” is a specific, measurable action that a website visitor takes that indicates they are moving closer to becoming a customer or achieving a desired outcome for the business. Essentially, it’s a step you want a website visitor to take that signifies engagement and potential for future business. 

Lead Generation/Contact:

• Patient calling from the new patient phone number listed on the website:. This is a direct call to action, indicating a potential new patient is interested in scheduling an appointment or learning more.
• Patient requesting a new patient appointment from the website:. This is a clear indicator of interest in becoming a patient and scheduling a consultation or treatment.
• Patient starting a ChatBot session and leaving contact information:. This shows engagement with the website and an interest in getting answers to their questions, potentially leading to a future appointment.
• Patient sending a Text/SMS from the website for a 2-Way texting session:. This is a modern and convenient way for patients to interact and inquire about services.
• Patient filling out a new patient registration form:. This is a direct submission of information, indicating a strong interest in becoming a patient and potentially scheduling an appointment. 

Other Engagement Actions:

• Patient registering for the patient portal account:. This signifies a commitment to the practice and a willingness to engage with the practice’s online resources.
• Patient clicking on “Directions” (for urgent care/walk-in clinic):. This indicates a need for immediate care and a high likelihood of visiting the clinic.
• Patient taking an online assessment/quiz:. This can be a valuable tool for gathering information about the patient’s needs and preferences, potentially leading to a specific treatment or service. 

Overall, these examples illustrate how different actions on a website can be tracked and measured as conversion actions. They represent a progression from initial interest to potential engagement, and ultimately, to becoming a customer or fulfilling the desired outcome for the practice. Check PatientGain’s PLATINUM service, which includes all of these strategies.

Examples of a conversion action: 

1. Patient calling you from the new patient phone number listed on the website

2. Patient requesting a new patient appointment from the website

3. Patient registering for the patient-portal account

4. Patient starting a ChatBot session from the website site, and leaving new patient name, email, phone

5. Patient sending a Text/SMS from the website texting app for a 2-Way texting session

6. Patient clicking on “Directions” app (for an urgent care or a walk in clinic)

7. Patient filling out new patient registration form on the website

8. Patient taking an “assessment” from the online assessment app (offered by PLATINUM service)

9. Medspa client taking a “quiz” from the online quiz app (offered by PLATINUM service)

Why Conversion Actions Matter:

• Measuring Success:Conversion tracking is the most telling metric to measure the success of a website’s marketing efforts. 
• Generating Patients:Ultimately, the goal of a medical website is to convert visitors into actual patients who utilize the practice’s services. 
• Tracking ROI:By tracking conversions, medical practices can better understand the return on investment (ROI) of their digital marketing activities. 

How to Encourage Conversion Actions:

• Clear Calls to Action (CTAs):Use clear, concise language on buttons and links that tell visitors what to do next, such as “Make an Appointment” or “Contact Us”. 
• High-Quality Content:Provide authoritative and engaging content that builds trust and encourages visitors to learn more and take the next step. 
• User-Friendly Design:A well-designed, easy-to-navigate, and mobile-optimized website enhances user experience and encourages desired actions. 
• Mobile Optimization:Since many healthcare searches begin on mobile devices, a mobile-friendly website is crucial for capturing leads.