The medical device industry is expected to reach $612 billion by 2025, and medical device websites are helping drive this growth.
With such huge potential, you may be wondering why your medical device website isn’t converting. You’ve got the life-saving solutions that clients and patients need, so why aren’t they flocking to you online?
Despite being a huge industry, it is one that is often slow to respond to changes in adopting digital marketing.
So, let’s take a look at a few of the reasons why your site isn’t converting visitors into paying customers.
Not SEO’d for Medical Device Websites
If you’ve built your site and you don’t have a clue what SEO stands for, that’s likely your first problem. If you do, but you don’t know how it works, or you’ve tried to implement it to poor results, that may be another problem stopping you from achieving results.
SEO stands for Search Engine Optimization. In short, it’s what helps elevate your site in search results, getting you in front of more people on search engines like Google or Bing. Great SEO puts your site on the first page of results.
If you have poor, or no SEO, you can’t expect anyone to find you. And if they can’t find you, they can’t buy from you.
Your Site Looks Old
The Internet has been around a long time now, and with it, the evolution of websites. We all remember the 1990s when sites were big walls of text, and Amazon looked like a 5th-grade coding assignment.
If your site hasn’t kept up with the times, then this doesn’t suggest that your medical devices have either.
An outdated website in the medical sector also conveys that you’re not technologically advanced. Subconsciously, users might fear that you won’t be able to ship the products, that you won’t offer great tech support, and that you’ll be impossible to reach should there be an issue with their order.
A sleeker site conveys professionalism and tells customers that you, and your products, are cutting edge.
No Clear Call-to-Action
People want instant satisfaction. They expect it to be very easy to purchase an item online. This is where a snappy, well written Call-to-Action comes in.
They don’t want to wade through a bunch of irrelevant information to get to the Call-to-Action button. There should be a clear Call-to-Action button next to each item for sale, so the customer knows how to purchase the item, and can do it easily. Make sure the Call-to-Action is obvious, but also an attractive and natural part of the site.
If it takes more than a few clicks to find that Buy Now button, your potential customers will be gone with the wind.
The Website Looks Untrustworthy
If you’re asking people to hand over their money to you, your site better not look like it was created as a bot phishing scam.
In other words, you can’t expect your site to convert if people don’t really trust it to make a sale. If you don’t have super fabulous technological skills, that’s okay. There are many agencies like Collide, that would be happy to help you design a trustworthy website.
While we’ve stated you don’t need to be a computer whizz, your website does need to still look sleek and modern.
Your Website Is Confusing
Does it take several clicks to get to the medical devices? Is the “Contact Us” tab buried at the bottom of your page?
If your website’s navigation is confusing, it will be way more difficult to land sales. People don’t like being confused, and a confusing website means people are much more likely find a similar website with easier navigation.
Your Website Isn’t Optimized for Mobile Devices
By 2025, 72% of people will only use mobile devices to connect to the Internet. And in 2020, we’re not too far off of that now.
If your website isn’t responsive or designed for mobile devices, you’ll definitely be losing sales. A good chunk of people shop for things they need the moment it pops in their head–which can be while they’re out and about. Or, they just prefer to use their mobile devices over desktops.
As such, if your site doesn’t work well on a mobile device, that’s a huge reason why your site isn’t converting.
What Can I Do About It?
These six reasons are only some suggestions on why your medical device website isn’t converting, but they’re some of the more common ones that we see. If your medical device website is slow, it can be hard to make a definitive diagnosis without having a professional audit your site.
If you’re ready to take your site to the next level, contact us at Collide Digital to help make your medical device company a superstar.
You’ve got the products, we’ll boost your website and inbound marketing needs to help you get the sales.
What is your biggest problem with your medical device website? Slow loading, high bounce rates, lack of conversion, or all of the above? Let us know in the Comments below, and we’ll do our best to help!