In the context of marketing your aesthetics practice, “conversion” refers to moving mere “users” of your website to patients or “fans” of your business. This is an important indicator of the health of your marketing and communications strategies. The conversion rate is a percentage that measures the number of users to your site who complete a specific action. These actions might include:
- Signing up for your practice’s newsletter
- Completing an email subscription form to get updates/news about your practice
- Filling out an online submission form with a specific question for your team
- Calling your team for more info about a service
- Requesting an appointment
- Starting the process of an online telehealth consultation
- Engaging with your website on promotions and contests, such as complimentary seasonal laser hair removal packages or free samples of proprietary skincare products
- Participating in chat or other communication tools on your website
At the time of this writing, the average conversion rate in healthcare stood at ~3%.
However, healthy conversion rates vary substantially even within the aesthetics field and by factors such as your specific niche, goals, demographics, and competitive dynamics within your market.
So, it really pays to focus on improvements to your conversion rate that occur over time.
As they say, “Comparison is the thief of joy.”
It can be all too easy to get caught up with what your competitor down the road may be doing while losing sight of your strides or areas for improvement – and failing to account for how that competitor’s niches and areas of expertise may differ wildly from your own.