We work with doctors and health care practices around the country, and there are a couple basic metrics most clinics don’t watch closely enough. If they did, it would change the way they built their site and the type of content they shared. Here are 3 metrics doctors and administrators should be watching more closely:
1. Mobile Device Usage
Like every industry, I think health care understands that more people are using their site via mobile devices than ever before. In reality, our experience is that nearly 1 in 4 visits is now mobile. That’s a lot of mobile visitors, and the number grows every year. This number is startling because so few doctors in the ophthalmology/optometry space have responsive websites that work well with mobile devices. Ask your web provider what your mobile device percentage is, and take a look at your website on a phone or tablet. If, like many doctors, you are getting 25% mobile visitors and your site is impossible to use with a mobile device, you are creating a poor experience for a bunch of current or prospective patients. It might be time for a web redesign.
2. Keyword Search
Your web analytic report can tell you the exact words people search to find you. If you need a quick and easy place to start understanding your market and what people think of you, this is where you look. Some people spend $10,000 on a “market study,” and they can be helpful. But start with your keyword list and see what words people type when they end up choosing your link. You might find that people are choosing you for reasons other than you think.
3. Top 5-10 Pages
Again, not rocket science — You should know the top pages on your site. These are the pages people are natively drawn to, the ones they send to friends to read, the ones they bookmark for future reference. These pages are working for you, and if you understand why, you can improve your overall site. Perhaps the content is great, perhaps the menu option or link is compelling, or perhaps a tool you include is helpful. Figure it out. If you combine keyword search with a look at your top five pages, you’ll have a nice start to updating your web strategy in a way that gets results.