Getting prospects to sign up for a demo is one of the most important goals of a healthcare software website. Therefore, a high-converting landing page is essential for your healthcare marketing strategy.
While creating a landing page may sound simple, optimizing every component to maximize conversions isn't. Erica Pierce, Partner and Creative Director at Spot On, shares with us what it takes to build a converting demo page to achieve your health IT marketing goals.
A landing page is a standalone webpage created for a specific marketing offer. It's not the contact page on your website, Pierce points out.
Visitors will land on it after clicking on a link in an ad, email, or call-to-action (CTA) button on the website. The page has a single focus that aims to convert visitors into leads by having them fill out a form.
If your landing page isn't converting well, Pierce recommends checking to see if it has these issues:
Is your lead form asking visitors to fill out too much information? People are reluctant to give away too much when they're just asking for a healthcare software demo. “Only ask for what you absolutely need to give the demo — you can find out more about the prospects during the demo or on a follow-up call,” Pierce says.
Not having testimonials or statistics to back up your claims and reassure visitors that your software can deliver on its promise could deter some people from requesting a demo.
Links in the content or navigation elements in the header or footer could distract visitors from taking the desired action — signing up for the demo — or even cause them to leave the page without taking action, Pierce cautions.
Does your landing page content clearly explain what prospects can expect after signing up and what they can learn during the demo? People are less likely to sign up if they don't know what to expect.
So what to do if you have a page that isn't converting? Get curious about what you can change and test your hypothesis.
"It's a best practice to test different variations and see what works because what works for one company may not hit the mark for another. You have to test, iterate, and improve on your ideas," Pierce says.
You don't have to overhaul your landing page or make dramatic changes. Minor edits, such as tweaking the headline, form fields, or images, can make a substantial impact. These incremental changes can add up to significant improvements.
Healthcare product marketing is different from other industries and requires a unique understanding of the sector. Here's what to consider when creating your demo offer landing pages:
Healthcare software marketers have to navigate complex buying committee dynamics. You must address different audiences in your healthcare marketing strategy and keep in mind that those who make purchasing decisions may not be the end users. "Let's say you're selling software for doctors, but the administrators are making the decision. You can include pictures of doctors on the demo page, but make sure the content relates to the administrators," Pierce says.
Most health information technology websites can benefit from offering a demo on every page except the blog because it tends to attract prospects early in the buying journey. Other pages, which are likely subsequent touchpoints, are fair game. Pierce recommends offering a demo at the top and bottom of every page. If a visitor makes it all the way to the bottom, they're probably interested.
Your demo landing page should have a compelling headline and digestible content. It should tell visitors what will happen during the demo and include an image, social proof, and a user-friendly web form.
If the landing page is for first-time visitors (e.g., from an ad), it should include additional content to tell them about your company. You may put navigation elements on those pages because these prospects may want to look at your website to see if your product is a good fit.
Clearly label all the form fields and use progressive fields, which prepopulate data you already have on the prospect (e.g., email) so you can ask them to fill out additional information (e.g., job title) to better qualify a lead.
Instead of a web form, you may embed a calendar link on the landing page for visitors to directly schedule a demo with a salesperson. This tactic can help capture more leads and streamline the user flow.
These tips and tricks can give you some quick wins:
Track bounce and exit rates to gauge the effectiveness of a landing page. Also, analyze heat maps to see what capture visitors' attention and what elements they mouse over.
"If you have a high exit rate, evaluate your messaging and see if the form is too intimidating. Consider if the content provides the right level of detail or entices people to share their information to get a demo,” says Pierce.
Your demo offer landing page is one of the most critical pieces in your healthcare marketing strategy, and you must support it with a seamless website experience that builds trust with your prospects and drive conversions.
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