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
    benefits of using protein powder to build muscles
    Protein Powder for Muscle Mass: Everything You Need to Know
    December 12, 2021
    changes brought on by blockchain in healthcare
    Technology In The Healthcare Industry
    March 28, 2022
    What Does Core Body Temperature Say About Health?
    August 17, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 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
    Behavioral Health Integration
    Why Is Behavioral Health Integration So Rare?
    November 6, 2014
    Do Electronic Health Records Reduce Malpractice Claims?
    February 2, 2013
    public private partnerships
    Strengthening Global Healthcare Systems Through Public-Private Partnerships
    April 8, 2015
    Latest News
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
    Strengthening Healthcare Systems Through Clinical and Administrative Career Development
    June 13, 2025
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 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

Here’s The Real Truth About Online Medical Services
VA Will Use Telemedicine to Train Primary Care Docs
First Principle of Patient Engagement and Patient Portals: Be “Relevant” From the Patient’s Perspective
Social Media and Meaningful Use
What’s Next for Healthcare Information Technology Innovation

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

scientist using microscope
When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
Global Healthcare
June 18, 2025
How Therapy Can Improve Your Mental Health and Daily Life
How Therapy Can Improve Your Mental Health and Daily Life
Mental Health
June 18, 2025
healthcare facilities
Preventing Contamination In Healthcare Facilities Starts With Hygiene
Global Healthcare Infographics
June 15, 2025
from gut to glow
From Plate to Wellness: How Everyday Foods Nourish Your Body Inside and Out
Dental health Infographics Specialties
June 15, 2025

You Might also Like

Image
DiagnosticsMedical DevicesMedical InnovationsMobile HealthTechnology

3 Promising Mobile Diagnosis Apps for Medical Practitioners

June 9, 2012

Convergence of HIE and Social Media

March 2, 2012
EHR deadline pushed back HIS
eHealthMedical RecordsNewsPolicy & LawPublic Health

CMS Pushes EHR Meaningful Use Deadline Back One Year: What It Means For You

January 3, 2014
eHealthMobile Health

Latest Samsung Smartphone Adds Health Functions

March 24, 2013
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?