The 5 Metrics You Should be Tracking to Ensure Your Healthcare Website’s Success

1. Conversion Rate

Conversion rate refers to the percentage of visitors who completed any desired action the website page demanded. For instance, if they were on the appointments page, they booked an appointment, if they were on the patient information page, they filled in their details etc. The higher conversion rate means your website and healthcare practice is doing well.

2. Bounce Rate

Bounce rate refers to the percentage of visitors who leave the site after viewing only a single page they initially landed upon. Like any other website your healthcare website’s focus should be on keeping the bounce rate low. Why? It is because every potential visitor who left without converting or booking an appointment is a lost customer.

3. Top Pages

Another important metric to track is identifying which pages receive the most traffic. This knowledge will help market gather real-world data that helps in determining what the audience really connects with. Is it the blog’s page or patient stories section? Whichever it is, once you have the knowledge, try optimizing it. Evaluate what’s working and create more of it to increase engagement and boost conversions.

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4. Exit Pages

Unlike a bounce rate, an exit page metric determines that the user has left the site after viewing not just one, but multiple pages. Having a higher exit page ratio indicates that there lies some problem with the final call to action page. If the visitor is leaving without converting, either the process is too complicated (expanded into two three pages) or requires too much personal information. To reduce the exit page ratio, marketers need to dig deeper and do everything in their power to prevent a higher exit page ratio at best.

5. Time Spent

How much time do visitors spend on your website is also very telling. Did you know that on an average, 55% of visitors spend 15 seconds on your website? Too short, no? This is a very short span of time to gain their attention. Visitors staying longer than that means they have found something they came looking for. That increases your chances of converting them into customers.

Keeping them engaged means you offer them something they can’t resist. Is your healthcare website doing that? How can you do that?

To begin, offer them resourceful and engaging content (blogs, articles, case studies). Next, present it in a way that catches their attention (eye-catching web layout) and finally, make it available via multiple platforms (responsive web design)

Our competent team at Refresh Healthcare will help you achieve this goal. Schedule a call so that together, we can design your website layout and have our best writers develop content that sells.