Strategies to convert your SE exposure into more business. Evaluates multiple stages of the online consumer buying cycle.

1. Conversion Tactics For
Today’s Online User
Get More Web-Based Leads and Close
More Business
Bill Fukui, COO, Page 1 Solutions, LLC

2. Financial Disclosure

3. It’s not how many shots you take . . .
. . . It’s how many you make!

4. Starts With
Self-evaluation
•Our People
•Our Protocols
•Our Resources
•Our Messaging
•Our Calls-to-action
•Our Tactics

5. Know Your Prospect
• Knowledgeable
• Impatient
• Confident and
In Control
• Destination-focused
• Relationship-driven

6. Know Your Prospect
Where are they accessing Web – On the go! And get it NOW!

7. Convert Search Engine Exposure
Pay-Per-Click Advertising - Convert More PPC
Today’s Website:
Needs To Do A Lot More!

8. PPC Conversions – Exposure Into Clicks!
Keyword Research – Bidding
• Open-ended Keyword Phrases
• Geo-targeted/Local Search
• Exact-Match vs. Broad Match
• Not Just About Traffic (in most cases)
• Keyword Psychology – “Surgeon/Doctor” “Cost”

9. PPC Landing Pages
•Limited Navigation/Links
•Promotion, Call-To-Action-driven
•A/B Testing
•Video PPC Landing Page
•Instant Chat Means “Instant Conversions!”

10. Conversion Tracking
Key Performance Indicators (KPI) to go beyond
clicks and costs.
Track your Goal Conversions!
•Should be limited to the thank you, or
confirmation page after checkout, form
submissions, etc.

11. PPC Campaigns
Custom
vs.
Automated

12. Other SE Conversion Considerations
Pay Per Call
http://www.google.com/ads/innovations/bidpercall.html
(CPP-cost per phone call) Requires use of a Google forwarding number
SEO
Convert Organic Searches, 1st-page exposure, top-page exposure, Google Places when displayed.
DESCRIPTIONS – NEED TO BE CUSTOM PER PAGE
Google Marketing Webinars
http://www.google.com/ads/experienced/webinars.html

13. Improving Website
Your Conversions
(Traffic into leads)

14. Avoid Dead-End Pages!
Anticipate “Next Step” Actions and Links

15. Graphic Action Items
Calls-to-action – Try different
ones – free, instant, quick,
convenient
Today’s Website:
Needs To Do A Lot More!

16. Contact Forms
•On Every Page
•Stand Out
•Limited Form Fields
•Phone Number
•Rapport-Building

17. Real Photos/ Personal Engagement
R ate
unce
o
er sB
L ow

18. Video l
• E ducationa ing
ild
• R apport-bu

19. Don’t Forget “About Us”
• Highly Trafficked Page/Section
• Not About Ego, It’s About Rapport-
Marketing, Relationship-Selling
• People Choose To Business With People
and Practices They Like, Know, Trust, etc.

20. Post Search Activities
Local Post-Search Activities
Contact Business Online
11%
Contact Business by Telephone
46%

21. Focus on Telephone Calls!
Online users are not only willing . . .
. . . Your staff is better at converting
them!
• Hotline/Quick Call
• Frequency – 3 times per page
• Include phone in ALL C-T-As and contact forms

22. Instant Chat
Today’s Website:
Needs To Do A Lot More!

23. Track and Test
•Heat Map Testing
•Call Tracking
•Email Tracking

24. Mobile Website
•82 percent of Smartphone users research
and read the news through their phone
•81 percent browse the Internet
•77 percent use search engines
(Google Research)
As much as 20 percent of visitors are
viewing your website in a mobile browser
•Focus on Phone Calls
•Thumb-friendly
•Max 7
•85% of Smartphone users email through
mobile device

26. Conversions Through The
Sales Process
Assume- they are shopping/comparing – you are not
the only practice they have called/emailed!
Stand Out! “Connect” with Visitor

27. Follow up-Sales
Harvard Business School Research
2011 – over 2,000 companiesWeb-generated leads
-37% responded within an hour
-16% responded within 1-24 hours
-24 % took more than 24 hours
-23% never responded at all
Today’s Website:
-Avg. response time was 42 hours
Needs To Do A Lot More!

28. More Important:
How Quickly Online Leads Grow Cold
1.25 Million Sales leads (70% B2C leads)
•Responded in less than an hour = 7 times more likely
to qualify lead (meaningful conversation with key
decision-maker) than those even just an hour later.
•60 times more likely than those that waited 24 hours
or longer.
Today’s Website:
Needs To Do A Lot More!

29. Strategic Email Follow Up
•LINKS!!! - Target Website Pages
•Examples: Financing, How To Compare, Safety,
Questions You Need To Ask, Your Consultation -What
To Expect, About Your Surgeon (ALWAYS).
•Printable Pages-Direct them to PRINT
•Once is NOT ENOUGH
Programs
Today’s Website:
Database Marketing/ Lead Nuturing
MyMedLeads.com, DoctorBase.com
Needs To Do A Lot More!

30. Strategic Email Follow Up
•Positive Reviews and Ratings – Powerful Conversion Tool
•Keep in mind, many of your follow up emails are going to
Smartphones! – Great Opportunity to Convert Emails into
phone calls!

31. Secret Shopping
“I am interested in lasik surgery. I have
astigmatism too. How much do you charge for
lasik surgery?”

32. Thanks for considering my practice for your lasik
procedure. We charge between $1000 and $1400 per eye.
This covers all pre and post op visits and a lifetime
warranty. Go back to my web site for more information
and then call the office for the free consultation
appointment. We can meet and see if lasik is right for you.
Thanks for your time, Dr. Brand
30 min.

33. Hello Gary:
Thank you very much for reviewing our website. The cost of
Lasik varies between $4000 to $6200 depending on
procedure performed. Please feel free to make an
appointment for a free Lasik consultation and discuss with
eye surgeon Sanjay N. Rao, MD what procedure would
best suit you.
Thank you.
Ernesto Carrasco
45 min.
Lakeside eye Clinic
O: 312-553-1818
www.lakesideeyeclinic.com

34. Our LASIK fees range from $4260 to $4660. The fee
includes the evaluation, bilateral surgery, 1 year of
follow up visits, and an enhancement if needed
within the year.
May I schedule your appointment with Dr. James
Katz?
Thank You,
3 hours
Andrea
The Midwest Center For Sight

35. Hi Gary,
Thank you for your email. Our pricing for Laser Vision Correction varies
depending on the type of procedure you have. We determine what procedure
is safest for your eyes based on Dr. Kraff's recommendation at the initial
consult. Without that information I can give you a range of price; the cost
can go from $2800-$3200 per eye (before pricing adjustment based on vision
insurance, how you heard about us, your employer, etc.). If you have any
other questions or would like to schedule a consultation, please give us a
call at 312-338-1234.
Warmest regards,
Sarah Stradone
Refractive Counselor
Kraff Eye Institute 7 Days
25 E Washington St, Suite 606
Chicago, IL 60602
www.kraffeye.com
312-338-1234

36. Hi Gary,
We would be happy to see you for a free lasik consultation. For a
limited time we are offering a special for our Custom/Bladeless
Lasik procedure. 3495.00 for both eyes.
Please let me know your availability, our next appointment is
Wednesday 3-21st, I have a 12;00pm or a 3:00pm.
Looking forward to your reply,
Joyce Wolter
4 hours
Sloane Vision Center
1301 W. 22nd St
Suite 305
Oak Brook, IL 60523
630.368.6100

37. Hi Gary:
My best price is $3790 for both eyes for custom,
wavefront, intralase lasik.
Please let us know if you are interested.
Sincerely,
Stuart Sondheimer, M.D.
9150 Crawford Avenue 35 min.
Suite 201
Skokie, IL 60076
847.677.2794

38. Dear Gary, Second Follow Up
Thank you so much for contacting Dr. Stuart P. Sondheimer regarding
your
interest in a Lasik eye procedure. I invite you to contact our office to
discuss Lasik and schedule you for a free consultation. If you are just
interested in price for lasik, we are offering a discounted price now of
$3790 for both eyes.
The office staff can be reached Monday - Friday, 9:00 a.m. to
5:00 p.m. at 847-677-2794.
Looking forward to seeing you.
Sincerely,
60 min.
Marcia
Patient Advisor

39. Hi Gary, Third Follow Up
We wanted to touch base and see if this was a better time
to schedule your lasik consultation.
Please let me know your availability, and we will do our
best to work within your schedule.
Looking forward to your reply,
Joyce Wolter
Sloane Vision Center
1301 W. 22nd St
3 Weeks
Suite 305
Oak Brook, IL 60523
630.368.6100

40. Conversion Tactics For
Today’s Online User
Bill Fukui
Page 1 Solutions, LLC.
800-916-3886
www.Page1Solutions.com