Call tracking CoMagic + SEO

[ashammi228]

Content
Clinic Website Diagnostics: How to Double ROI
What was done
Results
It is rare to come across an original approach in SEO cases. But Ingate became an exception. All because the agency got its hands on valuable information: how to make a website simple and useful for customers. There is no secret - this was revealed by call tracking data and recordings of conversations with clients.

Clinic Website Diagnostics: How to Double ROI
The multidisciplinary medical clinic has two websites: the telegram filipina girl main clinic website and the branch website. Most of the clients are people who come to the medical center repeatedly: they mostly make an appointment with a gynecologist.

Monthly indicators at the start of the promotion:

Organic traffic to the site: 3592;
Number of applications from the site: 25;
Number of calls from the site: 335.
It was necessary to attract new visitors who would order marginal services. To identify weak points and growth points, an analysis of the site and data obtained using CoMagic call tracking was conducted .

Two simple hypotheses were put forward:

Filling the resource with content will have a positive effect on the volume of traffic and its loyalty;
Improving usability will increase the site's conversion rate.
To test both hypotheses and achieve the set goals, the work is divided into several stages.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

Get a consultation

What was done
1. The semantic core has been developed based on audience analysis
SEO work. The demand for all the clinic's services was analyzed and the most popular and profitable ones were selected: treatment of certain diseases, operations, etc. These areas received priority first and foremost.

Call tracking data. After listening to calls, the main needs of the target audience were identified: what questions are asked by potential customers of services important for the clinic.

Solution: Based on the data obtained, select queries in accordance with user needs in order to attract targeted traffic to the site.

2. Changed service pages
SEO work. Analysis of competitors showed that the top results are sites with a clear structure, containing useful information: cost of services and a list of doctors, forms for making an appointment. The clinic's website did not have this.

Call tracking data. People call the clinic and ask for information they couldn't find on the website: which doctors are working, how much the services cost, where they can find additional information on preparing for procedures.

Solution: information about prices and doctors, a button for making an appointment, and a "Frequently Asked Questions" block were added to the service pages. This confirmed the first hypothesis: thanks to useful content, traffic increased by 2.5 times.


3. Improving usability: changing the main page
SEO work. Analysis of competitors showed that the design of the main page of the site does not provide an understanding of the value of the services provided. The site is inconvenient: visitors are distracted by secondary blocks, for example, "News". At the same time, there are no important elements: an appointment form, information about promotions, advantages of the clinic, attending physicians, prices.

Solution: change the design of the main page:

a USP (unique selling proposition) block with competitive advantages has been added;
the website header contains the addresses of the clinics and a link to the “Callback” page;
the list of services is structured: services are divided into clear categories: “women’s health”, “men’s health”, “diagnostics”;
a map with clinic addresses has been added;
the “Promotions and special offers” slider has been installed with information from the “News” and “Promotions” blocks;
Added positive customer reviews and a link to the "Reviews" page to form a positive attitude towards the company;
added a block "Any questions left?"
4. Doctors' cards have been changed
SEO work. After analyzing the clicks on search queries, it became clear that visitors are looking for specific doctor cards to immediately make an appointment. But there is no appointment form on the doctor pages. Because of this, site visitors do not convert into clients.

Call tracking data. Many people are interested in making an appointment with doctors with positive reviews on the site. However, some doctors have no reviews.

Solution: add a “Make an appointment with a doctor” order form to the doctors’ cards, information about the services provided, the cost, as well as a block with reviews and promotions.

5. Order forms and functional elements have been adapted for mobile devices
SEO work. Traffic analysis showed that 60% of users come from mobile devices. At the same time, the forms for making an appointment are not adapted for smartphones, and the "Order a call back" button only works from a desktop.

Solution: make forms for making an appointment with a doctor pop-up, adapt them for mobile devices and add a “Request a call back” button to the header of the mobile version of the site.

6. Easier navigation and adding interlinks
SEO work. Analysis of user behavior showed that they have difficulties with navigation, nesting levels are broken. Some visitors leave the site immediately after the login page.

Some important sections are not found by users at all, since they are not initially visible in the menu.

The side menu on the internal pages of the site reflects only the currently selected category and does not contain a link to the distribution page where the user was initially located. For example, after going through the pages "Abortion" → "Medical abortion" → "Medical abortion" / "Mifepristone", you can return to the distribution page "Abortion" only from the main menu of the site.

Solution: for the internal pages of the site, make a side menu with links to all sections and subsections of the main menu. By default, only the section in which the user is currently located should be open. Also add a block with links to other services to all service pages.

7. Working with clinic promotions
Call tracking data. Many people make appointments based on promotions that are only displayed in the relevant section: they are not on the pages with services or in the cards of doctors who provide discounts.

Solution: place a block about promotions on all pages that are in any way related to them.

8. Analysis of managers' work
Call tracking data. The website lists two phone numbers: the clinic and its branch. Call analysis showed that many users call the branch to make an appointment with a specific doctor. However, the manager only dryly informs that this cannot be done, since the branch does not offer all the clinic's services, and hangs up. As a result, users complain about the clinic's employees, but do not call back to the other number.

Solution: To avoid deleting the branch's phone number from the website, do the following:

since potential clients mostly want to make an appointment with a specific doctor, sign the doctors’ cards, and indicate which clinic (near which metro station) they work at;
In the header, footer and on the “Contacts” page of the website, indicate that the full range of services is provided only at the medical center itself.