By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Why “Visitors” is a Misleading Metric for Your Hospital Website
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Why “Visitors” is a Misleading Metric for Your Hospital Website
eHealth

Why “Visitors” is a Misleading Metric for Your Hospital Website

Jonathan Catley
Jonathan Catley
Share
3 Min Read
SHARE

Contents
  • About the “Visitors” Metric
  • Why it isn’t Enough
  • Improving Conversions using the “Visitors” Metric

“Visitors” is a high-level metric that most hospital marketing teams measure in order to monitor website performance. However, although this metric can be useful, it can also be somewhat misleading. Focusing on this metric alone will not tell you everything you need to know about the effectiveness of your hospital’s digital content.

About the “Visitors” Metric

The “visitors” metric tells you how many people have visited your website within a specific time period. When developing this metric, marketers can choose to calculate the number of unique visitors, new visitors and/or repeat visitors to the site. Each of these metrics tells you something different about your website’s appeal to internet users. The “unique visitors” metric tells you how many unique internet users have visited your website, new visitors tells you how many users are visiting for the first time and repeat visitors tells you how many visitors are returning to your website after a previous visit.

More Read

“To be Effective, Patient Engagement Must be Defined”
Kicking That Smoking Habit, Social Style
Now Playing on the Digital Small Screen: Healthcare Marketing
TEDMED Great Challenges: Improving Medical Communication-Part 2
Data Breach Analysis 2009-2012 – HITECH Experience Reviewed by HITRUST

Why it isn’t Enough

The number of visitors doesn’t tell you anything about whether your traffic is engaging with your content or converting, and increasing the number of visitors to your site is not the same as increasing your conversion rates. In fact, when marketers focus on the “visitors” metric alone, conversion rates will typically stay the same or even fall while the number of visitors rises. 

Improving Conversions using the “Visitors” Metric

Rather than focusing on the number of visitors alone, you should use this metric in combination with other intelligence in order to improve conversion rates. The goal of analysis should be to evaluate the quality of visitors, as opposed to just the number of users who view the site. Below are some of the metrics you can use to evaluate visitor quality.

  • Bounce Rate – “Bounce rate” tells you the percentage of visitors who come to the site and leave without viewing anything other than the entry page.
  • Time on Site – “Time on site” tells you how long users spend viewing any of the pages on your website.
  • Pages Viewed – “Pages viewed” tells you which pages users are viewing when they visit the site.
  • Time on Page – “Time on page” tells you how much time users spend on a specific page.
  • Repeat Visitor Ratio – “Repeat visitor ratio” tells you how many people return to your page for a subsequent visit during a specific time period.

Using these metrics, you can determine which of your hospital’s website content is engaging your traffic, which pages hold users’ interest for the longest period of time and which pages lead to the highest bounce rates. Using this intelligence, you can improve your website’s content and increase conversion rates.

  Hospital Marketing, Digital Marketing, Healthcare Marketing

 

TAGGED:digital marketinghospital administrationhospital website
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Guide To Pursuing a Career in Nursing as a Foreigner in the USA
Collaboration Is the Prescription for Better Patient Care
Health
October 20, 2025
Epidemiological Health Benefits
Personal and Epidemiological Health Benefits of Blood Pressure Management
Health
October 13, 2025
Traumatic Brain Injuries
Understanding Traumatic Brain Injuries: What Families Need to Know
Policy & Law
October 10, 2025
Remote Monitoring touchpoints
Remote Monitoring Touchpoints Patients Will Actually Follow
Technology
October 9, 2025

You Might also Like

HIMTA Bill
eHealthMobile Health

HIPAA? Now HIMTA: The New mHealth Bill

December 11, 2012

Government Using Social Media to Track Health Behaviors

November 24, 2013
eHealthTechnology

Chatbots – The New Healthcare Frontier

July 13, 2018
How Wearable Tech Insights Are Improving Healthcare
eHealth

What Are The Benefits Of Wearable Technology In Healthcare?

June 21, 2021
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?