And never ever need a website redesign!
Websites are a living, breathing animal. They need ongoing care and attention to keep conversion high. Is your current dental marketing provider tweaking your live website on an ongoing basis to create a better user experience? Are they tracking the behaviour of users and making educated design decisions to make it easier for your patients and prospects to engage with you?
In this blog, I will be discussing 3 of the most important concepts and metrics to keep in mind when creating or making changes to your existing website:
- Dental website user experience
- Page depth & session duration
- Dental website behaviour flow.
1. Dental Website User Experience
One way to ensure website success is to understand what your patients and prospects are doing when they come to your website. Are they scrolling and engaging? Are they clicking or bouncing off the page? What pages are they most interested in and how can we use this information to improve the patient experience?
At Patient News, we use a tool that maps the activity on your website in 3 different ways:
- Confetti map – Verifies where each click is coming from (Google, Yahoo, Bing)
- Heat map – Gives a high-level overview of viewer engagement
- Scroll map – Tells us where the prospect lost interest in the website (I’ll expand on this in just a sec...)
We integrate this tool on every one of our clients’ websites and watch the data closely. Through careful analysis of this data, we can understand the true activity and use that information to guide changes and tweaks to continually ensure the website achieves high conversion. This can also drive design to ensure the site is modern-looking and visually clean.
Let’s go back to the scroll map because a visual is really insightful and illustrates just how quickly the uptake of key data can be.
Each color on the scroll map indicates the level of engagement. The lighter the color, the more engagement, i.e. yellow shows the highest engagement and blue/dark blue shows the interaction.
In the scroll map report above, you can see that the first blue bar with the text, “Always Welcoming New Patients,” is getting lower engagement than other sections on the home page. This doesn’t mean this section shouldn’t be on the website; it means we have an opportunity to tweak the content – maybe test a different element of design – to increase scrolling engagement.
With a dental website provider who monitors scroll, confetti, and heat maps and the resulting important metrics and data, you will never question or worry about making changes you think you need and you think should work. You absolutely don’t want to be guessing! Why would you guess when Patient News has the tools to make factual-data-driven improvements?
2. Session Duration & Page Depth
Are your prospects and patients engaging with your brand? Through the analysis of session duration and page depth, we can glean information to understand whether or not your brand is getting the attention it deserves. From data, we can make design and content decisions to increase the engagement metrics.
Session Duration gives us deeper data than heat mapping, such as user sessions (or the length of time spent on the site).
You can see in the quarter-over-quarter comparison report below (for a 3-month timeline) that the number of viewers who stay on the site between 61 and 180 seconds has increased over the last quarter, and this length of time is now “winning.”
This tells us that an increasing volume of visitors are engaging longer quarter over quarter. From this report, our team can determine the pages these people visited, and isolate the reasons that higher session times have been achieved. Further to that, the other pages of the site can be adjusted to replicate this success.
Page Depth is also an indicator of engagement.
In the Page Depth report below, you will see a quarter-over-quarter comparison (for a 3-month timeline) of visits to one page, two pages, three, and four pages (see 1, 2, 3, and 4 in the very left column).
A patient or prospect who visits more than 3 pages is showing definite interest in the brand. That’s why, from one quarter to the next, we need to focus on the 3-page-visits area (boxed). And you can see that the number of visits doubled from one quarter to the next. That’s a great result! Whether a 100% jump or incremental changes, we keep our eyes laser-focused on the 3-page indicator.
And of course, we’ll analyze the trends of page depth to ensure website ROI is improving, considering recent content and design changes.
3. Dental Website Behaviour Flow
Probably my personal favorite piece of data is behaviour flow which shows the path of a visit. Where a visitor starts and where they travel, and what route they take, throughout your site. It gives marketers a good indication of the success or failure of the website layout.
Your dental website should be designed not to only look great, but to be successful at getting patients and prospects to call you or to book appointments while online. By revealing viewer trends (based on a ton of raw data), we can make ongoing, educated adjustments to increase the end goal – more user engagement and more appointments booked.
For example, if we find your Contact Us page is low on the number visits, we will analyze the behaviour flow and make a diagnosis, and in turn, we’ll make changes to guide visitors to the page more effectively.
In the Behaviour Flow Report below for one of our clients, we can analyze the clicks coming from Google.
After the home page entry point (large green box – “/”), we can see the highest “1st interaction page” is “/contact” – the Contact Us page. Perfect! That is exactly what we want to see. If it was different, we would asses the call-to-actions on the home page and make text or design decisions to improve steering to the Contact Us page.
Website design is commonly mistaken as a subjective artsy project. That can’t be further from the truth!
Dental websites are a business function and a capability of your practice.
We have clients that want busy website designs, fireworks on the home page, animation throughout, and distracting elements that can hurt conversion.
At Patient News we ensure our clients are happy, so of course we will entertain new ideas and design requests for your website. However, we also know our doctors are most happy (and you’re likely no different) when your website drives new patients to call your practice, helping you reach production goals.
Using our data, research, and strategy, we make design decisions that are best for the goals we are trying to achieve and without data we couldn’t be so confident in our decisions.
WebLift™ is a product that was built to provide an ongoing campaign that continues to grow with your practice, driving results, making tweaks to always stay ahead of the curve. During our campaign reviews with our clients, we make recommendations on the site design and continuously look for improvement.
Interested in a winning website campaign? Reach out and get started with a FREE Web Audit. We will share insights with you about your current website campaign and discuss how we can help you stand out and GROW!