Brisbane Northside Emergency

  • CRO

  • The Client

    Brisbane Northside Emergency is a 24 hour, 7 days a week, fee-for-service emergency clinic located in Chermside, Brisbane. Since 2001 the centre has paved the way for emergency care – patients can be seen within minutes by specialist emergency doctors and nurses without an appointment. Their website is a crucial point of call for Brisbane northside residents searching online for emergency care.

  • The Objective

    Increase the number of phone calls and visits to the clinic generated by the website through conversion rate optimisation (CRO). Our goal was to increase the conversion rate on the website and decrease cost per acquisition by ensuring that the site is easy for potential patients to use in a health emergency.

  • The Challenge

    Emergency BNE had never tried CRO before working with Alpha Digital. They are also a standalone emergency clinic, separate from other private hospitals. Therefore, acquiring and converting website traffic is a crucial component in helping them get patients through the door.

    We needed to simplify and streamline their home page so that potential patients could quickly access the information they needed before deciding to visit the clinic.

  • The Solution

    Homepage Redesign – We identified that the homepage wasn’t following several key conversion rate design principles. For example, the contact number and directions to the clinic were not easy to find. You can imagine that these are the first pieces of information that a potential patient would look for in a health emergency. We enabled easy access to a bright red phone number and ‘Get Directions’ button that would help potential patients access the clinic quickly.

    Unique selling propositions – The old home page did not quickly highlight the unique selling points of Brisbane Northside Emergency. We added callout text and images that quickly tell patients that there is no wait time and no appointment required to see an emergency trained specialist. These unique selling propositions were placed on prominent positions on the page so that people in a health crisis understand why they should visit Brisbane Northside Emergency immediately.

    A modern facelift – We gave the homepage a calming feel by cutting down on the use of block colours and harsh images. We swapped images of patients who were injured or unwell, with images of patients being taken care of. The goal was to ensure that potential patients immediately feel like they will be in safe hands at Brisbane Northside Emergency.

  • 129%

    increase in conversion rate from October to November 2018

  • 38%

    increase in conversion rate year on year

  • 71%

    increase in phone number clicks from October to November 2018

The Result

The website’s conversion rate increased by 129% within one month of implementing the changes. That meant that Brisbane Northside residents were able to access emergency health care more easily, and the clinic received more phone calls and walk-in visits.

The size of the increase far exceeded our own expectations. The quickly delivered changes were highly beneficial ahead of the holiday season when more health emergencies typically occur.

We’re delighted with the strategic digital advice given to us by the team at Alpha Digital. They are always reviewing our SEO and conversion rates to maximise any opportunities we may have, which helps our business to perform. The digital results of this campaign speak for themselves plus we have optimum patient numbers at our clinic.
Anita Beasley
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