There’s many things people like to see bounce. Shiny smooth hair. Basketballs on blacktop. Little kids on trampolines. But we at Crystal Clear don’t bounce checks – and we do our best to reduce our clients’ bounce rates.
“Huh?” many cosmetic dentists and plastic surgeons and cosmetic dermatologists ask us. “Bounce rate?”
It may not be part of everyday medical parlance, but bounce rate is actually a simple concept. It describes the phenomena where a visitor gets enticed to your website – and then, after viewing a single page, bounces right off it and onto something else (or off the Internet entirely!).
Whether the visitor clicked the back button or pushed an advert or an external link, or simply got frustrated and stopped searching, the message to your practice is the same: The visitor simply wasn’t (or couldn’t get) engaged. That’s a problem. A big problem.
You see, it’s not enough to get a
visitor to your website (or your Facebook or LinkedIn page for that matter). You need to keep these potential patients engaged and interested in your content, which in turn should entice them into trying your practice’s particular cosmetic and / or complementary medical services.
While I don’t want to get into the detail of what makes a good bounce rate, or the various programs you can employ to measure it, I do want to provide five tips for reducing bounce and increasing engagement, interest and interaction.
Remember, a high bounce rate is the kiss of death on the Internet. So try these five pointers for starters:
- Deliver good content: Make sure your content tells a good story that meets the interests of the patients you want to attract. Give them cutting edge information on the procedures and products that are most important to your practice – whether that’s complementary treatments, like massage, cosmetic procedures, like injectables, or the latest in braces for adults. For more tips, see this Crystal Clear blog or this one.
- Be active on social media. Increasingly, it’s important to be active where social patients are active – on Facebook, LinkedIn, Twitter and GooglePlus to name a few. Use social media to offer interesting tidbits of content. It’s an easy way to stay engaged with patients and to help them find their way to your website.
- Optimize your design: Make sure your website works across devices. 90 percent of U.S. twenty-somethings making more than $75,000 per year own smartphones. Almost 90 percent of middle-aged Americans in the same income bracket own one as well. Nothing will drive these high-tech patients away faster than a website that doesn’t work on their beloved I-phone.
- Use good design principles: Related to the above. Use flat design, clean fonts, and gentle contrasts. These are what work best on the smaller tablet and phone screens that your social patients are likely to be viewing. More on these specifics in June.
- Make sure your page is quick to load. Today’s social patients have short attention spans. They won’t wait. For this reason, it’s best to avoid third-party contents, ads and widgets. They’ll just slow the load time of your page and alienate potential patients.
Sounds like a lot? It is if you’re trying to manage a full-time cosmetic dermatological practice, or consult with a waiting room full of plastic surgery patients, or discuss various treatments with cosmetic dental patients.
That’s why we at Crystal Clear exist. We stay on the cutting edge of digital marketing practice so our physician clients can stay on the cutting edge of medicine.