Three core factors that affect the conversion rate of medical websites

Intermediary trading SEO diagnostic Taobao guest hosting technology hall

Today read an article on the Internet, "talk about the conversion rate of hospital sites," spoke about 3:00, a: keywords and ideas, two: landing page analysis, three: to improve customer service capabilities.

After reading this I feel some of the writers to deal with readers. Hospital network conversion rate is a combination of factors, it is clearly not enough on these three points.

Here is my humble opinion, I hope we can find one or two points of resonance.

First, the site articles

Website is the foundation of hospital network marketing. Can retain visitors, to see how the site did.

1) to ensure that the site open speed. Visitors through the Baidu bidding promotion to find you, the results click on your site, the speed is too slow and finally gave up, this is very innocent. So this must not be neglected, we medical industry has always been to do the best. Choose the best server provider and buy the best server. At least I am in several hospitals are like this. Dns acceleration in the domain name to do more perfect.

2) Web site production generally use open-source cms. These open-source CMSs have no copyright restrictions and are very powerful, with a free after-sales team and thousands of technical issues with you. Really convenient. We commonly used some of the website optimization techniques are, such as: page static, url optimization, image optimization, keyword optimization, internal connection optimization. Disadvantages are: that is, security, if you do not set, it is easy to be injected into the Trojan. The solution is also very simple, stop some unnecessary functions in the cms system, if the membership function. Security software installed on top of the server, such as security dogs, look at the log every day, insecure ip direct black on it.

3) Website design must be nice, beautiful appearance of the site, visitors are more willing to stay. In this regard, I must criticize the entire medical profession, in order to save time and effort, never like the original, I like imitation station or plagiarism directly. Only a few large medical groups in the original, others are generic.

4) On the site's architecture. Advantages of the hospital project must be placed in a conspicuous position, the hospital's authoritative experts, the hospital's environment, the hospital's qualifications must be reflected in the home page above. To ensure that visitors can find the things they want the fastest. On this point I still have to criticize the entire medical profession. Each meeting of health clinics should criticize the excessive propaganda of several hospitals. There are some veteran experts who are authoritative in the industry. As a result, these experts do not know. Put some above the site without the approval of the qualification. Put some of the world's most advanced equipment above the site, the results simply do not have these devices.

5) About the statistical system. At least 2 or more statistical systems, but not too much, because calling data across domains can affect website speed. Baidu statistics and cnzz is my more usual.

6) About timely communication software. With its easy-to-use and powerful statistics, Business Link accounts for the entire market in the medical industry. Baidu Business Bridge and other timely communication software market share is very small. This year I heard that Baidu Shangqiao involved in the results of Baidu bidding score, so many people have installed Baidu Bridge, but also to us, just when he spare.

7) website front-end code div / css, save code, improve efficiency, all js files and css files classified according to its function, the same function best compressed into the same file inside, reduce the number of client requests, improve the code The efficiency of the implementation.

Second, promotion articles

If the site is a basic work, long-term work, we must continue to debug based on the results. Then the promotion is the website of the results of the examiner, doing exactly how, visitors have the final say.

1) Baidu precision marketing, we usually call Baidu bidding, is the fastest, most accurate marketing. However, I can not say the lowest cost. The specific operation is a tedious and meticulous skills to live, I also look down on seo when semer, that money can solve things are not skills. Was forced to do the sem, only to find that even if the money is not casually able to do a good job in marketing Baidu, because he involved in the detailed and cumbersome work.

a) According to the characteristics of their products to establish a reasonable account structure. b) Choose precise keywords. c) Stick to writing more engaging ideas. d) Do a good job of key price adjustment. e) Check the search term report daily to remove inappropriate words. f) Constantly optimize account and website landing pages based on data reports. g) Do a good job in reporting statistics.

Baidu accurate marketing in terms of these words is too little, interested friends can contact me long-term exchange.

2) Search Engine Optimization (SEO), is the site's user experience is consistent with the search engine's taste. Baidu has several times in 2010 to adjust the search results of the sorting algorithm, the effect of seo began to become less obvious. I have a few seo friends do not agree with my point of view, their point of view is that Baidu raised the threshold of seo, as long as you do the work enough detail, seo is not out of reach. There is nothing wrong to say, at least not the era of seo proliferation, a few years ago is a company holding seo make money everywhere, now much less. The healthcare industry has never given up its seo, but seo's work load in the healthcare industry has dropped significantly.

a) do the basic work of the site. b) Choose a good server. c) The most important daily update of high quality original articles. In the past is the content of the king, the chain is the king, and now only the content is king, the weight of the chain was abandoned by Baidu. d) Information sources. The source of news in 2014 was also included in the scope of the rectification of Baidu, although the news source is now included, but the rankings will not work. e) Other promotion. For example: Weibo, WeChat, blog, post bar, library, answer, encyclopedia and so on.

3) WeChat promotion, the reason why the promotion of WeChat out alone to say that because WeChat promotion these two years is a popular promotion. WeChat is a timely communication software based on phone contacts, he is also a customer management system. The software itself does not have the marketing function, the marketing principle is the pond effect, each person can know 1,000 people in a lifetime, and there are 150 people who can interact with each other. WeChat promotion is used by everyone's circle of friends.

a) Open a public platform and certify. b) push original articles daily. c) WeChat QR Code itself needs to be promoted. Website and outdoor cooperate with WeChat to do some activities.

4) outdoor promotion. Not the scope of network promotion, but outdoor promotion can reduce the cost of network promotion.

Third, customer service articles

Customer service is a bridge between patients and hospitals. Customer service skills directly affect the performance of the hospital. All customer service work is focused on improving professional skills and improve communication skills to start.

a) Regular internal training. b) External expert training. c) do the consultation report. d) the patient's post-visit and the establishment of the guest. e) Classification of patients

Fourth, to develop a reasonable position of the examination system, can improve staff productivity, thereby reducing network costs.

This seems to marketing is not much relationship, it is not. Reasonable salary assessment system can improve staff motivation. This can give you a case study. In 2013, we did not have an examination system for all positions in our hospital. The work of staff was entirely supervised by the supervisors. There was no enthusiasm at all. Later, we developed the appraisal system for the promotion staff. We formulated the appraisal system for the web editor, and we also set up the appraisal system for the bidders. We have also set in charge of the examination system. We also expelled part of the enterprising staff, capable staff also received the corresponding remuneration, staff efficiency doubled, the corresponding cost will be significantly reduced. What many hospitals now take is to reduce staff salaries to reduce the cost of operations, this is not desirable, because he did not count the time cost and invisible management costs.

This article can also be used to network operations management in other industries, I have a few friends, and now has jumped out of the medical circle, into other industries, is also very impressive.

Reprinted please indicate the source, please add me to communicate micro-channel: 349557720