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Analyze Your Health Content
By MatthewD | February 22, 2008
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Do you use analytics to manage your hospital web site? Are you at least on a monthly basis looking at what people are doing once they come to your site? You should do it weekly, but I understand that most people who manage a hospital’s web site has several other non-web related projects going on. Monitoring what people are doing on your site, and then adjusting the site content based on what you see people doing makes for a much more successful and visitor friendly web site. Many still have the mentality that if you build they will come, wrong. Others think that if they build it and submit it to a search engine the site will be successful, wrong again. A web site is something that should be continuously changed and updated, and this is done through the use of analytics.
Your site’s analytics will tell you where people are coming from and what they are doing once they come to your site. What keyword did they use to come to your site, and once they came to your site did they perform the action you wanted them to perform. You can use analytics to find the most used paths on your site, where people are exiting, why forms are abandoned, and many other great insights into the activity of your site. Many still look at hits, visits and page views. Though those numbers can be impressive, and makes the C-levels happy, they really do not mean anything. If you do not know why they visited, what they saw and if they accomplished what they wanted to accomplish these numbers are meaningless. Analytics can help answer all of these questions.
Health content that is not read, is useless. So is health content that is in the wrong place and not meaningful to your visitors. It is really hard to justify a health library, or even a web site if you cannot measure what is going on, and tweak the content based on visitor activity. Until hospital web site managers begin to truly measure and tell the story of their site, it will continue to be a cost center that adds very little value to the hospital. Just like any other project or initiative, if you can’t measure it you really can’t prove if you are doing anything. Maybe that is why many hospital’s web budgets are so small…
Topics: Analytics |
February 22nd, 2008 at 1:54 pm
[…] luckyrobot.com wrote an interesting post today onHere’s a quick excerptAnalyze Your Health Content By MatthewD | February 22, 2008 Do you use analytics to manage your hospital web site? Are you on at least a monthly basis looking at what people are doing once they come to your site? You should do it weekly, but I understand that most people who manage a hospital’s web site has several other non-web related projects going on. Monitoring what people are doing on your site, and then adjusting the site content based on what you see people doing makes for a much mo […]
March 3rd, 2008 at 2:45 pm
[…] Analyze Your Health Content […]