Brand Growth


 March 30, 2017

5 Most Important Web Metrics Affecting Your Healthcare Brand

Web-Metrics-Healthcare-Brand.pngDigital marketing is a new frontier when it comes to your healthcare Brand. Although it’s a facet of marketing, healthcare marketers are discovering new digital marketing strategies to improve their web presence every day.

One important aspect of digital marketing is your healthcare website. Your website is your online presence that’s an irreplaceable anchor of your practice. An effective website helps your Brand increase patient volume and acts as a knowledge base for patients. It is the heart of your digital marketing campaigns. As such, it’s imperative that you measure the effectiveness of your website by analyzing your web metrics.

5 Web Metrics that Highlight Success

When it comes to analyzing your website’s performance, some factors are more important than others. To be successful, you must keep your eye on the top 5 web metrics listed below:

1. Visitors

Of course, the number of visitors you attract to your website is central to your healthcare marketing efforts. The more visitors you attract, the more opportunities you’ll have to convert them into loyal patients. Whether your goal is to promote your eBook or expand your email list, you’ll have a tough time doing it without website visitors.

The number of visitors to your site underscores the efficacy of your healthcare marketing campaigns as well. By assessing this metric, you can determine the effectiveness of your social media strategy, blog, or seasonal promotions by analyzing where your traffic is coming from online.

2. Bounce Rate

Google defines bounce rate as the number of “single-page sessions” your site experiences. More specifically, your bounce rate is a measure of the number of people who left your site without going beyond the entrance page.

A high bounce rate could signal that your site isn’t user-friendly. Maybe it loads slowly, or the information listed on your site may not be organized in a way that retains a user’s attention. Additionally, a high bounce rate could mean that the user found the information they needed immediately. At any rate, a high bounce rate isn’t acceptable. The goal of your site is to support your patient-centric relationship. You want visitors to linger and discover more about your healthcare services.

3. Average Time on Site

A web metric that’s important to your site is the average time a user is on your website. The average time a visitor spends exploring your site directly underscores how engaging your healthcare website is to them. 

Have you ever visited a site and got lost absorbing all the information found on the site? Not all websites can garner this much attention; however, as a healthcare practice, yours can. To your advantage, your patients are always in need of more information regarding their symptoms and conditions. By offering your patients expert advice, you’ll pique their interest and increase the amount of time they spend browsing through your website.

4. Repeat Visits

Repeat visits are as important as total visits to your site. When you notice an uptick in your repeat visits, you can safely assume that visitors find value in the information you provide. Google rewards healthcare marketing websites that offer value by ranking them higher in search engine results.

Once you rank higher, you improve your chances of getting more clicks. More clicks lead to more visits, and more visits increase patient volume. It’s all cyclical.

5. Conversion Rate

We’ve saved the most important web metric for last: your conversion rate. Is your conversion rate more important than website visitors? Yes, it is. Attracting visitors to your healthcare website is a part of the early steps of the patient journey. In fact, many healthcare websites attract visitors without selling any products or services.

On the other hand, patients only purchase when they feel a need will be met. They only download an eBook when they are “sold” on the book’s benefits. They only subscribe to your blog after they’ve determined your blog meets their need for information. Your conversion rate reflects how successful your healthcare website is at convincing your visitors that you can provide a solution for them. In many cases, it directly impacts your bottom line.

How Hult Marketing Can Help You Improve Your Web Metrics

If you’ve ever tried to market and operate your healthcare practice simultaneously, then you are aware that doing so requires a lot of time and know-how. In fact, to be successful, you have to remain abreast of best practices and trends affecting all facets of digital marketing. It’s tough, to say the least. It also takes your focus off your primary objective – helping patients.

Do you want to get back to your true calling? Do you miss helping your medical team provide top-notch internal services to patients? We can help. With years of experience in healthcare marketing, we can help you put your Brand front and center. We work to highlight what sets your practice apart from the rest. We use inbound marketing to help you attract, convince, and convert patients who need your help. Get more from your efforts by partnering with the Hult Marketing team today.

Need more information about designing a website that search engine optimized? Download our eBook, The Essential 10-Step Website Redesign Checklist.

Track your healthcare marketing performance with these 5 web metrics. Let's touch base and I will put the Hult Team’s experience to work for you. You can contact me at 309-673-8191 or jflynn@hultmarketing.com, and together, we can create a better focus on your healthcare Brand.

Download The Essential 10-Step Website Redesign Checklist