Question

Topic: Website Critique

New Site; Ads Not Generating Conversions

Posted by Anonymous on 4/12/2010 at 9:05 AM ET 125 Points
Hello everyone.

This site is fantastic - I am learning a lot so far and I hope that someone can give me some feedback on the site I've been putting together for a new business venture.

www.sprintmobilephysician.com

I have an internet marketing background and my partner has a Sprint retail background (multiple stores, decades of experience)... and we've put our heads together for a new B2B sales biz that is using a ridiculously good program for physicians as our keystone.

The site is only a few weeks old and we're building it out/optimizing it right now, but despite what appears to be a significant amount of well targeted ad traffic (google keyword, facebook) - very little time (25 seconds or less) is spent on the site, most don't view more than 1 page, and nobody is contacting us. I mean nobody (2 out of 500).

Trying to put myself in their shoes and, assuming they are all or mostly members of our target audience (physicians), why are they not sticking around on the site? or calling us? or emailing us?

It is still in development, but is there anything 'wrong' with the site as is that makes it appear not kosher or illegitimate in any way?

My marketing experience was as a data monkey - seriously all analysis and number setup/crunching. I would appreciate any help at all with bridging the gap to real world application.

Thanks so much!

- Nick
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RESPONSES

  • Posted on 4/12/2010 at 9:22 AM Accepted
    What does it do? What problem does it solve? Why is your solution better for your users than any other solution?

    It's telling me I can get a discount, but a discount on what? What would I be paying for?

    You've got to make it absolutely clear what you do and what you offer - in the first sentence. The purpose of the first sentence is to get people to read the second sentence. The purpose of the second sentence is to get people to read the third sentence (and so on).

    You have a call to action, but no clear reason why I would want to call you. What do I get?

    Your selling proposition is buried on your about page:

    ...allow the physician to work from anywhere. As of March 2010, Allscripts' ePrescribe Deluxe, which includes mobile device access, is now available free of charge to WellPoint member physicians. Normally a $250 annual value, this web-based e-prescribing solution can now be utilized by WellPoint member physicians from anywhere at no cost.

    "Work from anywhere! Now, you can prescribe wherever you are. If you're a member of the Wellpoint network, you now have access to a brand-new mobile prescribing device.

    You can ...... (blah blah, list benefits).

    This service normally costs $250, but thanks to Wellpoint's special partnership with Sprint, the service won't cost you a thing.

    And, we've partnered with Sprint to offer you a free PDA phone and special discounted data plans with unlimited data usage. Your rate is fixed, so you always know what your costs are.

    Find out more. Contact us at ......



    Jodi
  • Posted on 4/12/2010 at 9:41 AM Author
    Thanks so much for the feedback so far. I really appreciate outside opinions. I totally get the 'too close' concept and will take your insights and try to learn more about approaching things as a visitor.

    Thanks very much Jodi, Mike!
  • Posted by AdsValueBob on 4/12/2010 at 10:18 AM Member
    Why do you assume the clicks are your targeted audience - what data suggests that? It will be difficult to help without seeing your ads and what keywords bringing in traffic.

    A major point is your web site - looks nice and to-the-point but you're not Sprint and there is no trust building for people to even consider buying from you. The trust building includes items like company contact information, testimonials, customer service, BBB logo, etc.

    Pricing looks good - I (also) am a reseller and I compared it to other web sites for like plans. I might believe that only a serious phone shopper knowledgeable of the e Prescribe program who knows the prices and knows its a good deal might call. So many web sites claim like 20 - 50% off but often their pricing isn't any better than other respectable reseller pricing (market pricing). Consider showing market pricing of others to help immediately validate your pricing value.

    Note: Your keyword meta tags stuffed with keywords will be / mostly be ignored by major search engines, and I see little correlation to the actual content on the pages. I also did searches on ePrescribe and e Prescribing Sprint at 6:30 AM MST and didn't see any ad for your company.

    Call through our profile if you wish to discuss further.

    Bob
  • Posted on 4/12/2010 at 10:24 AM Author
    That's great feedback as well.

    Yes we are planning on putting up an about us section - it is in the works along with optimization of the overall quality of the site to be on par with that of the 'devices' page.

    "Comm." stands for communications. I think it was just an aesthetic choice to abbreviate it. It is the company name - we are a third party Sprint preferred dealer.

    We are working on those relationships, Allscripts, WellPoint, medical societies. . . hopefully the answers to those questions about links to us will be 'yes' soon.

    These are all great points to give me some direction. I am thoroughly excited about the fast response and solid feedback. Thank you!

  • Posted on 4/12/2010 at 10:28 AM Author
    I am using google analytics - but while i am good at understanding the data - seo and site optimization were never my strong points. Now I have a vested interest in learning them!

    Currently I am working with Google Adwords, Analytics, Webmaster Tools and Facebook Ads. Traffic is getting to us but I definitely feel now that I have enough data to point a finger at the site itself. Hence my post today ;)
  • Posted on 4/12/2010 at 10:36 AM Author
    I did not know that about the meta tags. My intention was to increase our exposure to doctors and I basically took a stab at keywords that doctors might be typing into google for my adwords campaign and threw them at the meta tags.

    I will clean that up immediately.

    The traffic that I am getting from Adwords is via healthcare oriented keywords and my Facebook ads campaign is targeting only physicians (cardiologist, pediatrician, *-ologist, etc etc). All ads specifically mention physician or doctors and eprescribing. So I am assuming they are the right people that are clicking them.

    For now I'm going to work on optimizing the site and see what plays out. Then revisit the ads based on what the data says then.

  • Posted by AdsValueBob on 4/12/2010 at 10:39 AM Member
    Others have mentioned the marketing portion of the site content is missing - which I agree, however in the sale of wireless phones - less / little traditional marketing copy is used / needed (excluding the marketing of the latest phone / plan).

    View other phones sites like ATT, Verizon, Sprint, etc - simple - people know the benefits and selling phone mostly is getting the best phone with specific desired features for the lowest plan cost. The marketing copy takes a subtle second to the phones - the phones and plans are the marketing.

    I also don't know how much Google Analytics may help. I'm a big proponent of Analytics and using their Goal and Conversion features, yet your site doesn't have a shopping cart and no guided path of what you want to person to do, so initially Analytics won't help much. Knowing 30 different parameters will only tell you all about everything that isn't working. 2 calls out of 500 probably won't identify the trends of what is working. After you get some sales from the site - go full out with the Analytics.

    Bob
  • Posted by AdsValueBob on 4/12/2010 at 10:54 AM Member
    Another flag just went up - are your ads mentioning Sprint or wireless phone plans? What were these doctors really looking for when they find your ad for cell phones. Where they looking for articles on e Prescribe or other medical information, and only stumble on Wireless phones?

    Picture this - you're looking to purchase a replacement part for your barbecue and you see an ad for Cuban Steak Spice Rub. Yes - right church but wrong pew. How likely are you to call / shop for the spice rub when you mind was focused on getting that barbecue fixed for your pool party tomorrow night?

    A tool you may want to consider is adding a 2 question permission granted pop-up feedback screen to ask why people are not calling. Most won't fill it in but some will and you'll get good definitive feedback.

    We need to talk - I'm getting a growing felling that your experience may not be as refined as desired for this campaign.
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