According to a 2019 PEW study, four in five Americans have searched for health-related topics online. (That’s a whole lotta people asking Google about a weird growth on their foot.) Marketers working in medical fields of all kinds use landing pages to connect with potential patients, showcase services, and offer personable, anxiety-free consultations.
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
A note on COVID-19. These aren’t normal times for vulnerable industries like medical practitioners and dentists. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for useful resources to help lessen the impact on your business.
What’s this mean? When it comes to reading ease, medical landing pages have a sweet spot (at college-level difficulty) beyond which conversion rates begin to decline only very slightly. This is probably due to the fact we want our doctors to know their stuff. See our methodology for more details.
Landing pages for medicine generally tend to use more negative language than other industries in this report. But pages for alternative treatments were even more negative (80.6%) than the medical baseline. (We don’t see compelling evidence that this correlates to higher conversion rates in either case.)
Generally speaking, pages for medical practitioners tend to be longer. For pages of more than 200 words, this doesn’t appear to have a strong relationship with higher (or lower) conversion rates. Our advice? In this industry, go ahead and use the amount of words you need to make your point and persuade.
The last place you want to be surprised is at the dentist. But our machine learning found that pages for the dental industry use surprise-related language (like accident, gawk, and pop) way more often than other medical practitioners. There’s no evidence this improves conversions—but it explains a lot about dentists.
Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest-performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.