Sponsored by


 I


 paying for more traffic by converting more of the people already on your web-


site and reducing your cost per acquisition. This is known as conversion rate optimiza- tion (CRO) and the idea behind it is to learn from your website visitors’ online behaviors to build an experience that meets their ex- pectations. By tracking what works and what   conversions and more residents.


Deliver relevance Relevance means that what your brand communicates and what your customer cares about are in alignment. Use messag-


 will appeal to your ideal customers.


Lessen friction Friction is perceived resistance users feel when   


Improve clarity       your most important message and must   your ideal prospect should want to convert and must be clearly communicated on your landing page.


Not all long-term care pharmacies address the unique needs of ALF


• Do your residents receive easy-to- understand, accurate bills from their pharmacy provider?


• Is your community served by multiple pharmacies creating an inefficient and unsafe med-pass?


• Does your pharmacy tailor service and education plans to meet the unique needs of your residents and individual communities?


Discover why Guardian has one of the highest Preferred Pharmacy Adoption rates in the industry.


Learn more about the Guardian difference: 404-554-1629 | guardianpharmacy.net 40 SENIOR LIVING EXECUTIVE / SEPTEMBER/OCTOBER 2016


Trigger action    provide too many options or distractions. Leverage heatmaps to understand which el- ements are most clicked.


Experiment Research ideal customers to learn their hesi- tations and motivations so you can optimize your content. Be willing to take action from your data and make changes to improve. Want to know more about how to opti-


    seniorcaremarketingsummit.com.


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