Businesses who trade online are well served by online tools and services when it comes to measuring the success of lead generation activities and the conversion of leads to sales via their online checkouts.
But what if your business doesn’t complete the sale online? If your business is generating leads online but converting them to sales offline, how can you understand where in the process there are opportunities to improve conversion, or spot issues and trends that can inform your management and business decisions?
Conversions don’t always end online
For an online sale, you would typically look to report on your marketing activities (PPC, Facebook Ads, social and email campaigns etc) in terms of the number of clicks each activity drives to your site and how well they convert to a completed sale in your checkout.
Your opportunities to optimise here are plentiful. Using well-known tools such as Google Analytics you can report on your financial Return On Investment of your marketing at a granular level, enabling you to see which activities work best and are most cost-effective.
Once your prospective customer has arrived on your site, you can then look at the journey they take to complete whichever goal is relevant for your business. The obvious example is a purchase through your checkout but other goals could be to capture their contact details, or have them view a video of your soon-to-be-launched hot product.
At each step on this journey you can use various techniques to optimise the process with the aim of increasing conversion and building and improving your business and customer base.
You can use tools like Optimizely to test changes to your messaging, content, imagery and calls to action; Qubit to personalise the customer experience; and Hotjar to see how customers interact with your site.
But what if your sales process doesn’t end with an online sale? Where do you go from here?
Managing offline conversions
So let’s say you invest in online marketing activities that will drive prospective customers to your website, where you will capture their contact details via a form if they are interested in your product or service.
You still have all of these tools available to you to help improve conversion from anonymous visitor to interested prospect via your sign up form, which is great. And at this point you could argue your marketing and your site have done their job - they have converted that anonymous visitor to an interested prospect.
The challenge now is to take that hot prospect and convert them to a paying customer, which in most cases will be your ultimate measure of success and where you would measure your marketing ROI.
Internal business processes will obviously vary but let’s take a dental practice and a particular prospect as an example.
The prospect is interested in a straightening treatment and have come to you because they’ve seen your campaign advertising your services and current special offer.
First you look to get in touch with the prospect, where your aim is to get them booked in for an appointment to discuss treatment options.
Once they arrive for their appointment (and assuming the treatment they are interested in is appropriate for them), you would be looking to confirm a treatment plan and get them started.
You can now consider this patient to be an active customer which you could attribute to whichever marketing activity was responsible for the initial enquiry.
This raises two questions:
- How can I optimise my all of my processes to improve my chances of treating new patients?
- And how can I attribute these new patients to my marketing activity?
Connecting the dots
As a digital marketing agency that works with numerous dental practices, networks and brands, we recognised the need to answer these questions and have developed DenGro - an online application designed specifically for the dental industry.
DenGro includes many valuable features but at its core, it enables practices to do the following:
- Nurture prospects through to conversion with automated communications
- Understand where each lead is at on their journey to starting treatment
- Increase the likelihood of consultation attendance with automated reminders
- Understand how effective your team is at converting prospects to patients
- Understand your business growth trends
- Spot any issues that may exist with your internal processes
- Identify any staff training that may be required
All of this can help you to optimise your business processes.
But what about that second question? How can you attribute new patients to your marketing activity?
DenGro is designed to capture prospects in a number of ways and one of those ways is key to answering this question.
A DenGro data capture form can be added to any website, which will pull the prospect data in for a practice (or group of practices) to action. We record all sorts of information that leads up to this data capture, including where the prospect came from.
For example if a prospect filled in the form after they had clicked on a PPC ad, DenGro will record key metrics about that specific ad and the campaign it’s part of. This enables you to see exactly where your new patients have come from, right down to a very specific marketing activity.
The ability to tie offline and online conversion together in this way provides an invaluable amount of insight for your business. It makes it possible for you to understand and optimise the entire customer journey from the point at which your patients first showed their interest, all the way through to completing treatment.
All of this leads helps you to grow your business and improve your customer service. It enables you to make better decisions about investment in marketing, and can give you that all-important ROI that all businesses must strive for.