Never Forget Conversion Rate Optimisation For Your Website

Your pharmacy’s website is a powerful tool. It’s often the first place people look when they’re searching for information, whether they’re checking your opening hours, looking for advice, or booking an appointment. But is it doing its job? Is it turning visitors into customers? If not, you could be missing out on valuable opportunities to grow your business and increase your revenue.

This is where conversion rate optimisation (CRO) comes in. By focusing on how your website turns traffic into tangible outcomes, you can maximise the value of every visitor. Let’s break it down.

What do we mean by “conversion”?

A website conversion happens when someone takes a desired action on your site. The importance of each conversion type will vary from pharmacy to pharmacy but they’re all fairly similar. For a pharmacy a conversion could include making a phone call or filling out a form. They might complete a prescription request form or a general enquiry. A lower priority conversion could include downloading a resource. Perhaps it’s a guide about managing health conditions or a promotional flyer.

The most highly valued conversion on a website is typically booking an appointment for a private service such as ear microsuction or a weight loss consultation.

Each of these actions represents a conversion. The better your website is at encouraging these actions, the more effective it becomes and the more revenue it makes for your business.

How do you track conversions?

Tracking conversions is key to understanding what works and what doesn’t. If you’re struggling to track your website performance we can help. Our experts can setup effective tracking so you can see exactly what’s working and what isn’t on your website. We do this a few different ways.

Event Tracking: Platforms like Google Analytics allow you to track specific actions on your site, such as button clicks or form submissions through event tracking.
Form Tracking: Tools can monitor when a visitor completes and submits a form, giving you valuable insights into lead generation.
CRM Integration: By connecting your website to a customer relationship management (CRM) system, you can see how website activity translates into customer interactions. This is perfect for pharmacies that want to make more of their customer database and cross promote services.
Website Monitoring Tools: Tools like Microsoft Clarity provide heatmaps and session recordings, helping you see how visitors interact with your site and where they drop off.

Using these tools, we can help you can pinpoint where your website is succeeding and where it might need improvement.

What stops people from converting?

If visitors aren’t converting, there’s usually a good reason behind it. Understanding these can help you make necessary changes. Here are some common blockers:

Your website design is confusing

If your website is hard to navigate, visitors will leave. Clear menus, logical layouts, and easy-to-find information are essential. For example, if someone is trying to book an appointment but can’t find the booking page, they’re unlikely to make the effort to find and complete the booking form. MAke sure buttons stand out and think about how many steps there are between first visit to your website and booking an appointment.

Your website is slow

People don’t wait around for slow websites. If your pages take too long to load, potential customers might give up and try elsewhere.If you’re struggling with a slow website we can help you find out what’s causing the slow loading times and speed things up for a better user experience.

Your website doesn’t look trustworthy

Would you trust a website that looks outdated or doesn’t display contact details? Probably not. Ensure your site has clear information about your pharmacy, including customer reviews and up-to-date contact details and accreditations so potential customers are comfortable reaching out to you.

It’s too difficult to fill in a form

If booking an appointment or filling out a form feels like jumping through hoops, visitors may abandon the process. Keep forms short and to the point, and ensure the steps to take an action are as simple as possible.

Your buttons aren’t clear

Your website should guide visitors towards their next step. Phrases like “Call Us Now” or “Book Your Flu Jab Today” should stand out and make it obvious what to do next on each button. Avoid vague buttons like “Learn More” and “Next”, users are less likely to click on buttons that don’t have a clear outcome.

Your website isn’t mobile friendly

Most people visit websites and use the internet on their phones. If your site doesn’t work well on mobile devices, you’re likely losing potential customers. Make sure your website is responsive and easy to use on smaller screens.

Your website should be making you money

Conversion rate optimisation isn’t just about fixing problems. It’s about making your website work harder for you and increasing your revenue. We can help you start by analysing your current performance, identifying areas for improvement, and testing changes to see what has the biggest impact.

For example, if your booking form isn’t getting used, we can help you simplify it or draw more attention to it to increase your revenue. We can help you create impactful CTA’s that encourage users to click and help you resolve any issues with responsiveness or web design.
When you prioritise CRO, you make every visitor count encouraging them to call your pharmacy, to fill out a form, or book an appointment.

Pharmacies rely on trust and accessibility. Your website is often the first impression people get of your services, so it needs to perform. A well-optimised site doesn’t just attract visitors; it turns them into customers who rely on your services time and again.
Investing in conversion rate optimisation isn’t just an exercise. It’s a way to ensure you’re making the most of your marketing efforts and connecting with your community in a meaningful way that drives growth. Work with us to take a closer look at your website today and see how we can improve its ability to drive action and increase your sales.