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Patient Attraction Episode 441
Recently, I came across a blog that directly contradicts something I have been telling you. Normally, this podcast would be devoted to why they are wrong and I am right. But today, I’m going to tell you why they are right and I am … er .. less right. Stay tuned.
– Colin Receveur here.
– I got my start in dental marketing as a website designer.
– I didn’t worry too much about how the prospect got there.
– I just wanted to convert them from a prospect to a patient once they got to the website.
– A big part of that conversion is what is called user experience, or UX.
– I have podcast about this numerous times.
– About a month ago I gave you a podcast (http://smartboxdentalmarketing.com/podcast/user-experience-tips-for-dental-websites/) that gave you tips on how to improve UX, and then followed that with a series on how to improve your website content.
– In all my UX podcasts, the message generally centers around one theme:
– Make your website as easy to navigate as possible.
– There is all sorts of data to support this.
– People already have a short attention span on the web.
– 55 percent of people spend less than 15 seconds on a web page.
– 66 percent of people scroll down the page.
– Research by PhD Jakob Nielsen shows that the average page view lasts A LITTLE LESS THAN A MINUTE.
– Data from Microsoft Research show that page visitors are most likely to leave before they have been on the page 10 seconds.
– So when I came across a blog touting the benefits of friction, or user effort, I was ready to give somebody a verbal beatdown.
– Here is what the blog says, in short:
– Making the website visitor work a little gives him or her a feeling of accomplishment, make people think, and weed out bad prospects.
– It is that last point that really hit home with me.
– When you look at the other two points through the lens of weeding out BAD prospects, they make sense.
– Let’s look at the other two points first.
- A little effort makes dental prospects feel good when they find what they want on your site.
– OK, I’m going to call BS on this one if you look at it on its face.
– You do not want the prospects you are trying to attract to face any usability issues.
– They are more likely to bounce than to continue to search for what they want.
– But looking at friction as a way to weed out bad prospects, and this works great.
– So you make it very easy to find information about the procedures and benefits of your practice that you want to enhance: implants, TMJ treatment, cosmetic dentistry.
– For our clients, we create big buttons that talk about problems those procedures would fix.
– To discourage the prospects you’re not looking for, such as those looking for whether you take their insurance, you tuck that information away in a less-conspicuous part of your website.
- Friction, or user effort, also makes people think.
– Again, you don’t want the wrong people thinking too much.
– Let’s look at writing for a second.
– You should not write content on your site at such a high level that only other dentists can understand it.
– That’s why I encourage you to avoid dental jargon.
– But if you are looking for people with higher income, you can write at a higher reading level.
– Those with higher educational, and presumably income, levels will be understand.
– Those with lower education, and presumably income, levels may get frustrated and find and easier-to-understand site.
– So friction turns out to be a valuable tool when used to meet your goals, which is attracting the patients YOU want.
– Until tomorrow, keep moving forward.