The median conversion rate for medical services is up from last year, but it’s still lower than the baseline for all industries in this report. How do you perform like the best of ‘em? Start by rethinking how you’re sending visitors to your page.
The majority of traffic to form-fill pages comes from search ads, but social visitors convert at twice the median rate. If you’re only advertising on Google, now’s the time to test out social platforms.
There’s lots of pain-oriented language on medical landing pages, but you could be better off using words related to trust and anticipation (which correlate with higher conversion rates).
Unlike in most other segments, word count and reading ease don’t show much of a relationship with page performance. Long or short, simple or complex—your visitors convert about the same.
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the “box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.
If your campaign goal is to generate more leads, you might wanna look at driving more traffic to your landing pages from platforms like Facebook and Instagram.
Why get social? Search ads account for two-thirds of the total traffic to medical form-fill pages (64.7%), while social platforms bring in just about one-fifth (19.4%). However, the median conversion rate for social visitors is nearly twice that of paid search.
Maybe people are looking for a more personal connection to their healthcare providers. (We don’t recommend “liking” your doc’s vacation photos in the middle of the night. It makes the next checkup… weird.) Whatever the reason, your ad dollars might be better spent on social.
For your next lead gen campaign, experiment with more social ads. Keep an eye on the results and compare their performance to paid search.
Having a “name” field can (in some cases) negatively impact your conversion rates. Avoid asking for someone’s name when you don't really need it, like for a newsletter signup.
There’s a correlation between fewer form fields (like one or two) and higher conversion rates. If you can, keep your forms super short—but not at the expense of your campaign goal.
Compared to the baseline for all industries, medical landing pages have a significant amount of language related to disgust (+200.0%), fear (+197.0%), and sadness (+179.6%). But the reality is that lots of the terms and phrases that fall into these categories (like “harmful” and “illness”) are tough for medical marketers to avoid. It’s all part of the biz.
That said, our sentiment analysis shows that—in some cases—you can expect a higher conversion rate when your page includes more words associated with trust and anticipation. Rather than emphasizing the pain (literal or figurative) you help address, try shifting attention to your expertise. Words like “proven,” “recommended,” and “guaranteed” will help build trust in your services.
Boost the trust-related language on your landing page to see how it resonates with your audience. (And show them you’re the real deal by including patient testimonials, too.)
These types of emotional language saw the biggest change in use (increase or decrease) on medical services pages over the past year.
No more being at the mercy of your designers’ and developers’ calendars to launch a single landing page for your next marketing campaign. With Unbounce you can run the show from start to finish with a drag-and-drop builder, 100s of templates, built-in mobile responsiveness, AI copywriting, unlimited test variants, and more.