Rarely do conversions occur on the initial visit to a website. In fact, 95% of your website visitors will never convert upon first visit to your website; rather, it takes 3-4 visits for your visitors to actually think of doing business with you (Saeed, 2018). Macro conversions may take several sessions per unique visitor to achieve an event, while a visitor may achieve one or several micro conversions in an initial visit. In the world of biotech and pharmaceuticals, micro conversions may be the primary metric available for a website, since product purchases are rarely performed online. Activities like PDF downloads such as Doctor Discussion Guides and Infusion Checklists are important tools for building brand awareness and cultivating website visitors towards a macro conversion such as a copay card enrollment or newsletter signup. Strong marketers will set goals for these conversions within Google Analytics, which help to set a benchmark for micro conversion activities and assess effectiveness of the website in cultivating visitors.
What do your website visitors need? What questions do they need help answering, and how will you provide them? The best way to optimize for any kind of a conversion is to answer the questions that people have in their head and to know those we have to ask (Zhai, 2018). Before setting goals for your conversions metrics, one needs to take a step back and understand the needs of the customer and how micro conversions on your site meet those needs. One way AstraZeneca met patients halfway and developed a unique micro conversion strategy on their website is with the development of “Click to Chat” feature for NEXTOR and CRESTIUM websites. The technology provides consumers with an option to contact a live AstraZeneca customer service representative with just a click of a button on the “Contact Us” page of these product websites. “AstraZeneca understands that our consumers want flexibility, especially when it comes to health information... This new resource enables consumers to have easier access to the information they seek through the convenience of a real-time, online channel” (Benson, 2011). AstraZeneca now sets micro conversions goals for the chatbox custom component on their websites, to understand the percentage of visitors who use the feature and their satisfaction post-chat (as measured by a short survey).
Fig 1: Satisfaction scores for AstraZeneca Click-to-Chat Feature (Einarsen, 2012)
What the Click-to-Chat feature further provides is personalization. If your website is optimized, but not personalized, then adopting a personalized marketing strategy may drive traffic and increase your conversion rate further (Kobold, 2017). Since patients can immediately engage with a representative, they receive immediate responses to their needs in a personalized setting - without getting on the phone or seeing a physician.
Fig 2: Click-to-Chat feature on CRESTOR (Einarsen, 2012)
At a high level, conversion metrics will help marketers understand if the activities on their website meet the needs of their visitors. Actions like downloads, video starts, and engagement with a chatbox can be measured by number of instances but also the satisfaction of the visitor upon completion of the action. The latter will help marketers measure the relevance of their content to their target market, and also help set realistic goals in Google Analytics to measure these conversions.
References:
Benson, R. (2011, April 27). AstraZeneca Launches Live Click-to-Chat Feature on CRESTOR and NEXIUM Consumer Websites. Retrieved October 21, 2018, from https://www.businesswire.com/news/home/20110427005996/en/AstraZeneca-Launches-Live-Click-to-Chat-Feature-CRESTOR-NEXIUM
Einarsen, B. (2012, July 17). Interactive chat – is Pharma ready yet? Retrieved October 21, 2018, from https://www.klick.com/health/news/blog/social/interactive-chat-is-pharma-ready-yet/
Google. (2018). Conversion - Analytics Help. Retrieved October 21, 2018, from https://support.google.com/analytics/answer/6086209?hl=en
Saeed, S. (2018, January 08). How to Reveal Your Path to Conversion in Google Analytics. Retrieved October 21, 2018, from https://www.monsterinsights.com/how-to-reveal-your-path-to-conversion-in-google-analytics/
Zhai, S. (2018, April 03). Episode Two: Actionable Tips to Optimize Your Life Science Website for Conversions. Retrieved October 21, 2018, from https://www.supremeopti.com/episode-two-actionable-tips-optimize-life-science-website-conversions/
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