Appealing to Millennial Patients

Marketing Dollars Shift to Digital

Do you know your website’s Bounce Rate?

Author: sdadmin

In order to increase the traffic to your website, it is essential to know your audience.  Understanding your website visitor’s behavior will help you fine tune the patient experience. One of the most important numbers to measure is your website ‘Bounce Rate’.

The bounce rate is a metric that shows you the percentage of users whom have only visited one page of your website. Why is that important? There is a direct correlation between the number of web pages and the amount of time a user spends on your website and them converting into a phone call or email inquiry. Your bounce rate is the best statistical reflection of peoples first impression of your website. In the context of web design, your first impression is based on the design and functionality of the website.

Potential patients can leave your medical practice’s website for several reasons:

  • Closing the webpage
  • By clicking an external link inside your webpage
  • By clicking in one of your ads
  • Clicking an external ad
  • Clicking the “back” button
  • Closing your browser

To get the percentage of the bounce rate, Google needs to apply a mathematical formula. The bounce rate is the ‘total number of visits viewing a page only (and leaving within 30 seconds)’ divided by ‘total entries to the page.’

What would be the ideal bounce rate number?

This is a question that can be answered in multiple ways because there isn’t an ideal number per se. Having a lower bounce rate is always a good sign for your medical practice’s website because it shows that people are getting the information that they were looking for.

Having a high bounce rate at first glance can only mean one thing: they do not like what they see. That is a possibility but not necessarily every time. Google Analytics offers you the option to see the last page a potential patient or an actual patient was seeing before leaving your website and this feature clears a lot of doubts.

Why is that? Because if they are leaving only when they looked at your homepage, then yes, something must be wrong because they are not engaged with what you are offering. But what if the last thing they saw was the ‘Contact us’ page? This is definitely a good sign. This proved that the prospects inquired about the contact info of your medical practice and probably ended up giving you a call or sending you a message. So a high bounce rate doesn’t sounds so bad after all, right?