New Patient Enrollment Conversion Strategy
The paid team wanted to direct folks from email to a conversion landing page with one goal: increase booked appointments.
CHALLENGE
Transform email recipients into new patient registrations with a conversion landing page.
APPROACH
I crafted clear, compelling content with the appropriate CTAs to encourage booking appointments. Collaborating closely with our team, we designed content sections that efficiently deliver essential information–services, hours, address, languages spoken, accepted insurance, patient reviews, and a personal quote from the owner dentist–ensuring each section addresses common patient concerns.
A/B TESTING
I crafted clear, compelling content with the appropriate CTAs to encourage booking appointments. Collaborating closely with our team, we designed content sections that efficiently deliver essential information–services, hours, address, languages spoken, accepted insurance, patient reviews, and a personal quote from the owner dentist–ensuring each section addresses common patient concerns.
My thought process for the two versions is the initial version (before) is straightforward, but it lacks detail that might help set user expectations about the process. The revised version (after) enhances the original copy with descriptors that set expectations “quick and easy,” which can alleviate any potential user anxieties about a complex or time-consuming process–which may often be the case for dental appointments.
Next, I A/B tested the copy that prompts folks to choose an appointment type.
What I like about (before) is it’s personal and creates a feeling of care and customization. It also invites the user to consider their specific needs. But for a conversion landing page and following version (before) in the headline, it isn’t direct.
Version (after) is more functional and clearly directs users to select from available options. It’s less personal, but more action-oriented, which can streamline the user experience by reducing cognitive load. This clear, action-oriented language can expedite the booking process.
SOLUTION
The new patient special paid email and conversion landing page achieved a 77% increase in CTA and a 10% rise in total appointments.