Media

Outside Consultant: Getting visitors to follow through

Sunday, June 2, 2013
Question

We offer online counseling services. We get a lot of traffic to the site. A lot of people complete a registration form but do not schedule an appointment. We have asked for feedback and our marketing company tried to help isolate the issue. How can we ensure customers follow through with setting an appointment? We would appreciate any help you can provide.

Carol Pulley, iTherapyRX.com

Answer

One question is: How did you ask for feedback? Getting useful responses from the people who chose not to engage with your firm or buy a product can be very difficult and problematic. It might be best to conduct focus groups or other research with people before they look for your type of service to get a more realistic picture of their intentions. But certainly avoid the trap of asking those who made appointments why they did and make decisions based on that experience — it has little bearing on why others did not.

Originally published: 06/02/2013, Star Tribune