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Archive for the ‘Conversion Optimization & Usability’ Category

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Reflections on the Healthcare Patient Experience

By | November 5, 2013

Larry Freed, President of ForeSee, kicked off the 2013 Greystone Healthcare Internet Conference with an important presentation on the state of the online healthcare experience. Much of it focused on the multiple channels that patients now use. Interestingly, in the coming months, Google Analytics will offer a groundbreaking feature that will let you track your patients across their various devices. Patients will be looking for different things on different channels – quick-hitting tidbits on their cellphones, deep articles on their desktops – so be sure to offer what they’re looking for, where and when they want it.

Mr. Freed also reinforced that your patients’ expectations are rising every day, as they experience amazing websites from the for-profit sector. While it isn’t fair – those for-profit companies have far more resources than your hospital’s small digital team! – consumers are expecting the personalization of, the richness and nuance of the New York Times, and the ease-of-use of the main homepage. You can’t keep delivering the same thing in 2014 that you did in 2013, because you will disappoint your patients.

Need some numbers to prove the value of a good patient experience? According to Foresee, highly satisfied customers are 100% more likely to return to the website, and 145% more likely to recommend the website, and 141% more likely to use your website as a trusted resource. Moreover, Foresee claims to have a statistic that is 270 times more powerful than the Net Promoter Score any healthcare marketer is familiar with; I’m excited to learn more.

The second presentation of the day was Dr. Natasha Berger speaking on social media in healthcare, and all the notes are here.


For more illustrations on how patients use social media and search, check out our webinar on The 2014 Digital Patient Journey on Tuesday, March 25th at 2 pm.

Patient Journey Webinar

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Customer Personas Simplified

By | October 25, 2013


[Ed. note: This post is the last in a series of guest-post exchanges between Fathom and Right On Interactive, a marketing automation company that emphasizes lifecycle marketing “that helps organizations win, keep and grow business.” Lauren Littlefield is Right On Interactive’s director of marketing.]

I think we are all on board with the notion that mass marketing is out and personalized communications are in. The Custom Content Council reports 61% of consumers say they feel better about, and are more likely to buy from a company that delivers custom content. Where most marketers disagree is in the approach to getting the right content to the right person at the right time. One way in which you can segment your database is by creating customer personas.

In an early 2013 Search Engine Watch article, author Adria Saracino offers a “quick guide to developing customer personas.” She suggests analyzing analytics, surveying your existing audience, interviewing key customers and recruiting additional research participants to gather the right information to then ask the right questions to develop the customer personas. I don’t know about you, but nothing about that process seems “quick.”

Instead of taking this “quick” approach why not utilize customer lifecycle marketing and base your customer personas on already identified lifecycle stages?

Customer lifecycle marketing uses existing data to segment contacts based upon a 3D scoring metric: Profile + Engagement + Lifecycle Stage. Each lifecycle stage is split into quadrants, meaning there are 4 customer personas in each stage ready to be segmented based upon attributes that are important to your business (e.g., gender, age, location, etc.). If you have 5 lifecycle stages, then you have 20 customer personas ready to communicate with and analyze results from.

Take for example the “Initiate” stage of your business. These are contacts who have yet to engage in a conversation with a member of your sales team. Within this stage, there are 4 customer personas, each based upon a contact’s profile score and engagement score:

  1. Not a profile match & not engaged
  2. Profile match & not engaged
  3. Not a profile match & engaged
  4. Profile match & engaged

At a glance, you can see the customer persona you want to reach with personalized content. For example, the contacts in the second quadrant (Profile match & not engaged) need some nurturing to increase their engagement with your brand. The contacts in the fourth quadrant (profile match & engaged) are most likely to advance to the next lifecycle stage and are ready to speak with a salesperson.

Customer lifecycle marketing takes on the time-consuming task of defining and identifying customer personas and allows marketers to focus on content creation, nurturing campaigns and other tactics which can increase engagement.

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Overhauled Fathom Website Brings Responsive Design, Human Touch

By | September 23, 2013

Last Thursday, we officially unveiled our redesigned updated website. With all due respect to the talented Fathom developers and designers who had a hand in the project, the reason I’m avoiding redesign is because we launched not so much a full-scale redesign, but primarily a visual overhaul. OK, let’s call it a mini-redesign. Basically, the fundamental structure remains as it was, but things should be a little easier to explore and a lot easier on the eye.

Victoria karaoke

Best of all, I would argue, the current version more fully represents our people, who are an essential part of what makes Fathom unique. Other improvements include:

  • Responsive design, adapting to specific devices and window sizes (If you’re reading this on a desktop/notebook computer, fiddle with your browser window size and you’ll see for yourself)
  • Reinforced company identity and philosophy (what distinguishes us from other marketing/analytics agencies)
  • More intuitive navigation
  • Warmer tone, more colors
  • More prominent buttons/icons
  • Revised industry pages (articulating common goals of businesses just like yours)
  • Better-looking and easier-to-use forms
  • Other content updates (including new competitor comparison chart)

To our regular blog readers and site visitors, we hope you and all our new guests enjoy the new site experience and that you find it more usable. We also hope it communicates our passion for growing your business, along with more of our personality (and personalities).

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Simple Forms Result in Big Conversions

By | August 22, 2013

With just one form field change, Fathom’s talented conversion rate optimization (CRO) team was able to increase leads 70% for one of our clients. This simple A/B test case study was selected as a great example of conversion optimization by Which Test Won and featured on their homepage this week. WhichTestWon is a resource for those interested in CRO, in particular A/B and multivariate testing. They show weekly stats from various A/B tests, providing evidence of good design decisions.

In this test for Gemm Learning, there is only one form field change: the ‘Should We Call You’ option. Fathom had a run a series of tests for this page and in this particular test, the field was not required, however the phone number was required. Our CRO experts found that by adding the extra ‘Should We Call You’ form field allowed for unnecessary friction for the person filling it out.

Kyle Curley, who worked on the form, has this advice on how to increase conversions:

This is a super-simple test, but its simplicity speaks volumes!  Knowing is always better than hoping, and A/B tests are the best way to know what’s going on with your online forms.”

He also has some basic tips for conversion optimization:

  • Reduce the number of form fields to as few as possible to mitigate what we in CRO call ‘user friction.’  The more info you ask for, the more friction the user may experience.  This inhibits conversion rate lifts.
  • Add ‘Trust Logos’ to the form page, such as Better Business Bureau logo (linked directly to your BBB page if you have one), recognizable industry accreditations &/or recognizable client/customer logos (by permission)
  • Make sure the submit button, which we refer to as the primary ‘Call To Action’ (CTA), is placed above the fold (600 px) so users do not have to scroll down to click.
  • ’Submit’ is a bad word for conversion.  Use more positive statements like, ‘Purchase Now,’ ‘Get Free Quote,’ ‘Send Info Request,’ or ‘Sign Me Up.’

Previously this year, Fathom had done similar tests with Gemm Learning and received a place in the Which Test Won Hall of Fame. For more information on this popular resource for conversion testing aficionados, visit Which Test Won and make sure you vote and participate in the discussion on these weekly tests!

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Tag – Your Website’s It!

By | August 1, 2013


Have any of you ever experienced the oddly existential situation of visiting a website for the first time and having no idea what the website is about—and for that matter, what the business behind the website is about? We see it occasionally here, and rest assured, we deal with it for our clients as soon as possible.

There are several reasons why smart and successful companies can fall into the trap of ambiguity with their Home Page. Sometimes, a business has a very specific, niche market using industry-specific terminology that the rest of us just don’t understand. Or the company uses bland or generic keywords that can mean many different things, such as solutions, applications, services or tools. Quite often, the people designing the website and content forget to write for new customers—they themselves understand their business, so it just does not occur to them that others might not be so discerning.

For all these scenarios, taglines are one of the easiest ways to help prevent the problem.

Taglines, normally placed at the top of pages beneath company logos, help to communicate the value proposition of a business to new readers. Offering the Latest in Medical Devices at Discount Prices is a good example of such a tagline.

Then you have taglines that are designed to convey the character or history of a company. 50 Years in the Recycling Business and Going Strong is one such tagline.

You can even use taglines to enhance SEO efforts, as your crafted phrase will appear on every site page and will be indexed by search engines as long as it is implemented in HTML and is not just a graphic. Bioinformatics Software for Research Today is an example of a keyword-rich tagline.

Although this all sounds stunningly simple, you’d be surprised how many companies forget to incorporate a tagline on their website, which is why I turned a tip from a blog post a few months back into a full-fledged post.

Make use of well-crafted and thought-out taglines. Your new visitors will thank you for the effort, often by giving you their business.

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