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

Why Physicians Are Afraid of Social Media and Why They Shouldn’t Be
How many self-employed research associates does it take to change a light bulb?
3 Secrets Triggering Enormous Interest In Healthcare Analytics
12 Great Clinical Trial Finder Websites
Why Knowing Your Audience Is Critical To Healthcare Social Media Marketing

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

dental care
Importance of Good Dental Care for Health and Confidence
Dental health Specialties
October 2, 2025
AI in Healthcare
AI in Healthcare: Technology is Transforming the Global Landscape
Global Healthcare Policy & Law Technology
October 1, 2025
Choosing the Right Swimwear for Health and Safety
News
September 30, 2025
sports concussions
Concussion In Sports: How Common They Are And What You Need To Know
Infographics
September 28, 2025

You Might also Like

icd 10 delay
BusinessFinanceHealth ReformHospital AdministrationMedical RecordsNewsPolicy & Law

ICD-10 Delay: Does ICD-10 Lack Clinical Value?

April 13, 2014
man-95720_640
eHealthHealth ReformMedical RecordsPolicy & LawTechnology

Time Thieves

April 15, 2014
medical marketing and sales
eHealthMedical DevicesSocial MediaTechnology

Keep Distributors Engaged: Support Marketing and Sales Efforts Remotely

August 6, 2013

4 Tools for Hospitals to Measure Local Social Media Engagement

November 29, 2011
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?