Measuring Success of Medical SEO – Engagement
So far in the Measuring Success of Medical SEO series, we have reviewed the two most important key performance indicators (KPIs), conversions and organic traffic. Up next in the series are engagement metrics, which are how people are interacting with your site. These metrics show whether the user experience is positive because it empowers us with objective information on whether your site successfully converts the traffic that lands on your practice’s website.
Pages per Session
Pages per session is the amount of pages that a person visited on your site within one session. When looking at pages per session, you have to consider if you want people viewing several pages each time they visit.
A high pages per session stat can be bad because, if a returning patient is trying to book an appointment through your website, it might be a sign that your site is hard to use. A returning patient has already bought into your practice and doesn’t need to view several pages to make a decision to book an appointment.
On the flip side, more pages per session could mean that a potential patient is interested in you and the treatments that you offer. This is highly reliant upon the treatments and procedures you provide. A facial plastic surgery patient will take more time to shop and read than a patient looking for an ear cleaning. Remember to watch how this stat correlates with your site’s conversions.
Time on Site
Time on site is the amount of time a visitor spends on your site. Higher time on site for organic traffic is normally better. The reason why a long time on site might be bad is because potential patients are getting lost in the user journey.
If your potential patients are struggling to get to the part of your site to book an appointment or contact your practice, they will spend longer on your site, but that will not be quality time. We prefer your patients to be in your waiting room than being lost on your website.
Bounce rage is the percentage of visitors who visited one page on your site and left. A lower bounce rate for organic traffic is typically better because people are engaging with more of your site.
However, a bounce rate can be too low. When analytics is installed incorrectly, a visitor can trigger two visits to a page within that session. Because the visitor triggered more than one pageview, they don’t contribute to the bounce rate, which could be inaccurate. Typically, a bounce rate lower than 5% is suspect.
As always, you have to get into the data and analyze what is actually happening. Your decisions need to be fully-formed, so you shouldn’t take take engagement metrics at face value without understanding how people are interacting with your site in a comprehensive way. It is helpful to watch how your engagement metrics correlate with your organic conversions and traffic.
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