What is a Website Conversion? How Do They Affect Hospitals?
In the scope of online healthcare marketing analytics, conversions—or more specifically, conversion rates—are perhaps the most critical metric. Most simply, a Website conversion is when a visitor completes a desired action. For example, hospital Website conversions can range from something as simple as signing up for a newsletter, to as sophisticated as locating a specialist and scheduling an appointment. Of course, click rates and other metrics for analyzing traffic and Website performance have their use and value, but conversion rates best illustrate what those visitors are (or aren’t) doing after they arrive at a hospital’s Website. As a result, conversion rates are among the most commonly scrutinized metric when determining how well a hospital’s Website is performing and its return on investment (ROI). But, like any company or organization that is more focused on services rather than products, discussions and analysis of conversions and ROI can be a bit tricky, and especially for h
