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
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    physical health
    5 Ways Playing Games Can Improve Neural and Physical Health
    September 9, 2022
    Reasons For Hair Loss and Its Treatment
    Reasons For Hair Loss and Its Treatment
    February 16, 2022
    healthcare organization
    5 Actionable Strategies For Healthcare Organizations
    August 15, 2022
    Latest News
    Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
    May 16, 2025
    Learn how to Renew your Medical Card in West Virginia
    May 16, 2025
    Choosing the Right Supplement Manufacturer for Your Brand
    May 1, 2025
    Engineering Temporary Hospitals for Extreme Weather
    April 24, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    email marketing in healthcare
    Harnessing the Power of Email Marketing in Healthcare
    October 26, 2023
    healthcare claims
    The Role of Communication in Resolving Complex Workers’ Compensation Claims in Healthcare Settings
    September 22, 2024
    Wounds and Wisdom: What Motorcycle Accidents Teach Us About Health and Healing
    Wounds and Wisdom: What Motorcycle Accidents Teach Us About Health and Healing
    February 12, 2025
    Latest News
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 2025
    The Critical Role of Healthcare in Personal Injury Recovery: A Comprehensive Guide for Victims
    May 14, 2025
    The Backbone of Successful Trials: Clinical Data Management
    April 28, 2025
    Advancing Your Healthcare Career through Education and Specialization
    April 16, 2025
  • 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
Last updated: November 19, 2015 5:48 pm
Jonathan Catley
Share
3 Min Read
SHARE

Contents
About the “Visitors” MetricWhy it isn’t EnoughImproving 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

Virtual Tools as a Pathway to Better Veteran Care
Factors Influencing ACO Expansion
Top mHealth Apps for September
Exergaming: Breaking Down the Walls of Social Isolation While Improving Health
Do “Old People” Want Digital Engagement?

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

Clinical Expertise
Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
Health care
May 18, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Health
May 15, 2025
Learn how to Renew your Medical Card in West Virginia
Learn how to Renew your Medical Card in West Virginia
Health
May 15, 2025
Dr. Klaus Rentrop Shares Acute Myocardial Infarction heart treatment
Dr. Klaus Rentrop Shares Acute Myocardial Infarction
Cardiology
May 13, 2025

You Might also Like

medicalperson
BusinesseHealthSocial Media

Patient Engagement: From Idea to Proof

August 11, 2014

Leading in Social at Cleveland Clinic

May 23, 2012

Risks on the Rise: Making a Case for IT Disaster Recovery

November 21, 2012

Health Tech Hatch – A New Way to Fund Innovation in Health Care

October 8, 2012
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?