Paying attention to what’s happening on your website matters. As organizations begin to standardize marketing measurements across sales channels, business units and media, the closer they’ll come to attaching value and setting up tactics to achieve their web objectives. It sounds complicated, because it can be. But getting started in the simplest way can eventually lead to immensely worthwhile outcomes for your bottom line.

Here are five web analytic insights every health system should consider implementing:

  1. Web Visitors

Tally the quantity

I like to focus initially on unique visitors: the number of people who visited your site during a specific timeframe (e.g., yesterday, last week, last month). This is the count of individual people who visited—regardless of the number of times they visited your site. So, if person “A” visits your site once and person “B” visits your site five times, you will have two unique visitors and six total visits.

These numbers are significant because they represent the size of the audience that you are reaching. As you expand your marketing efforts, you will want to see if the efforts are effective.

Assess the quality

While the number of visitors is important, the quality is more important. Is the guest performing the objectives you want to qualify when they visit your site? Higher value metrics for your website may include:

  • Page depth
  • Return visits
  • Average time on site

Know your objectives

The first goal is to attract the visitor to your site. What do you want them to do from there? If you are promoting a service line, do you want them to download a PDF, fill out a form or click to make a call from a mobile device? Advanced analytic programs allow for tracking each of these actions, which can create a deeper picture and visitor profile than just counting stats.

Keep tracking

As you get a handle on tracking unique visitors, you can expand to look at repeat visitors. If your number of repeat visitors is growing, this means that people are visiting your site once and then deciding to come back again to shop or research more information. Make sure to have your most profitable service lines, events and information readily accessible from a home page.

  1. Segmentation

As you get a handle on your visitor numbers, your next question will be, “Who are these people?” Marketing segmentation can help answer that question.

Understanding your traffic segments is key to more effectively working to promote your business. Because there are a lot more questions to ask. Is your website attracting visitors in the right part of the buying cycle? Does your site answer customer research queries? Are your SEO efforts increasing your share of organic traffic and paying off with top-of-mind awareness when people have micro-moments?

Highly valuable segments can include:

  • City
  • Service lines
  • Age demographics

This kind of active segmentation is also useful for finding those visitors who want to forge a stronger relationship with the brand or organization. What’s more, establishing cohorts and keeping track of referral segments can help you determine the ROI of your display campaigns.

  1. Event Tracking

Spending the time to set up advanced tracking for Events and Activities is worth the effort and can help you develop more advanced marketing strategies.

A few of the events that are tracked and monitored under this category include:

  • Video Views
  • Scrolling Length
  • PDF Downloads
  • Employment Applications
  1. Visitor Goals

Developing, planning and executing specific goals for your visitors can quickly transform your current web strategy. It can help you focus your efforts on the value of each activity and page—and less on simply counting things.

The goals are up to you. It could be an action like filling out a contact form or viewing an individual service line page on your site. To determine the value of each goal, which is crucial, make sure to set up a metric so that page value can be calculated and measured on a weekly, monthly and quarterly basis.

  1. Conversion Rate

This is the percentage of people who achieved a goal on your site—such as opening a PDF, viewing a specific page or filling out a form. Of all the metrics you might track, the conversion rate is probably one of the most important.

The reason: it’s the ultimate measure of a successful site. A low conversion rate means you are either attracting the wrong kind of visitor or your site is not effective at convincing visitors that you offer the right solution to their problem.

Monitoring conversion rates can also tell you if something changed on your site. For example, if your conversion rate suddenly drops, you may need to examine where your traffic is coming from. For instance, has anything changed in your display advertising or search engine optimization programs that are capturing or converting visitors?

Take away: start small and work to optimize

Web analytics and metrics can be time-consuming. The key to implementing a successful web strategy is to start small. Pick a metric that matters to you and your hospital and track that one metric while trying to improve it. By focusing on only one thing as you get started, you’ll get a better feel for the numbers. Once you have an overall understanding of the figures, then you can try and impact your business with specific marketing aims. Once you have established benchmarks and focused on a few key objectives, you can expand the metrics that you track.

The overall goal is to turn web analytics into marketing metrics that can help improve revenue. Don’t over-measure. Monitoring a few stats on a weekly and monthly basis can lead to quarterly discussions about what to focus on next.

Want help?

Let’s talk about how we can assist you with the strategies you need to analyze your website successfully. Call me at 218.728.3652—or email me at