As a health care marketer, are you clear about what your website aims to accomplish? Is it working? How well does it serve your customers’ needs—and how well does it help you monitor visits, so you can serve people even better?

With so many consumers visiting your site at different times in the “buying process,” and for differing reasons, it can be challenging to tailor solutions for everyone and everything.

It’s a challenge worth embracing. Let’s face it: consumers come to your website for many different reasons. What’s more, some of those people make a lot of return visits to your site, looking to accomplish different objectives—from finding a doctor or scheduling an appointment to attending a class or researching healthy recipes. A strong site needs to be able to serve all those interests. And what’s more: it needs to serve you as a marketer.

Here are some key things to keep in mind.

Design for better UX

An optimized site should do the following:

  • Be responsive for a better experience on all devices
  • Make contact information easily accessible
  • Feature the most important content on the home page, as it’s consistently the most viewed page
  • Answer the question your visitor came looking for
  • Leave the person with a conversion message

Ask: Why are they visiting?

Does your healthcare website:

  • Solve a real problem?
  • Say something interesting?
  • Act as a facilitator of information?

Sure, you want consumers to pay attention to your latest offering. Guess what: they may have a different reason for visiting your site that has nothing to do with the top messages your organization is marketing that week. So make sure your site is easy for the consumer to navigate.

In case a visitor is not finding the answers they seek, make the “Contact Us” large and easy to find. Build it into the top navigation bar if possible—and make sure the button is big enough on a mobile device to be clicked.

Segment your analytics

Want to know more about your audience, and how to serve them better? Segment your website visitors in your analytics program. This allows for ongoing research into the consumer journey and can help identify common paths as well as exit pages that are common on your website.

Possible visitor segments to set up include:

  • Geo-location
  • Entrance page
  • Demographics
  • Referrals

Setting up several segments can give you insight into several different consumer paths on your website. Creating smaller segments—basically, more targeted audience demographics and behaviors—lets you see the many different ways the user is interacting and engaging on your website. By comparing changes over time and studying the entrance and exit pages of these audiences, you can develop internal metrics and user flow segments to more fully see how people interact with your pages and content.

Remember: It’s a Mobile World, after all

The latest Google Analytics Summit revealed that the shift to mobile has already happened.

  • More Google searches are done on mobile devices.
  • More than 50% of web traffic comes from phones/tablets.
  • Plus, Google rewards websites that are mobile friendly and have faster load times.

Designing a website with mobile as the first screen allows you to take advantage of Google AMP (the accelerated mobile pages project). In turn, faster load times can reduce the bounce rate and capture more interactions when a guest visits your website. The latest numbers show that 90% of all purchases are still made in a store, but the process of getting them to buy involves more touch points across multiple devices. (It’s why the strongest display campaigns are designed with mobile in mind, but that’s a different blog.)

Set up analytics goals

Setting up goals in your analytics platforms can nurture a long-term and ongoing process of observation, refinement and decision-making. For example, goals can be set up for:

  • Time spent on site
  • Number of pages visited
  • Sequential pages visited in the buying process

This allows you to see smaller segments of your data and compare those people who purchased to those who “abandoned the shopping cart” and did not purchase.

Discover your marketing attribution (aka R.O.I.)

It’s a process to quantify each influence and touchpoint in a consumer’s online journey. The most converted consumers use the principles we’ve outlined above. Remember that consumer intent is important in converting a casual visitor into a customer. But context, content and demographics are also important. With that in mind, do the math and analyze. Be prepared to refine as you observe over time. Everything changes—people, trends, systems. Count on it. And adjust to it.

Learn more

Want help understanding any of these terms, principles and tools—and infusing your understanding with new strategies for online success?

Contact us to talk about designing, monitoring and optimizing your website in 2016. And make the journey more enjoyable—for your customers as patients, and for your organization as marketers.