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Tell the Story With Health Content Web Analytics
By MatthewD | March 3, 2008
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A little over a week ago we wrote a post called Analyze Your Health Content which discussed the idea that if you do not know what people are doing on your site, especially within your health library, you are just throwing money away. We still stand behind that post, and would like to add to it. Web managers still like to measure their site’s progress in views and visits. This is OK if you are in a race with someone, and don’t really care what those views and visits translate into. A visit means that someone came to your site, nothing else. Who cares? You should not.
A visit is just raw data, a single number that standing by itself means absolutely nothing. To really prove the performance of your site you need to be able to tell stakeholders what is truly happening on the site. They need to be educated beyond hits, views and visits. It is not only a disservice to them, but also to you. Let’s bring this into the real world with the following statistic. 1,000 people walked into your hospital last month. What does this mean to a hospital administrator? Nothing. It doesn’t tell them what services were used, how many were admitted, how many walked out, how many died… Does a report like this work in your hospital? Most likely not. The same goes for your web reporting. These are patients coming to your site looking for information. You need to know where they visited, the path they took to get to their destination, what type of interaction they had with your organization, did they find what they wanted… All of this information is easily accessible through your web analytics program.
Here are some metrics that can get you started on telling your site story:
Average Time on Site
Average Page Views per Visit
Percent New Visitors
Percent Returning Visitors
Time Spent Visits
Percent One-Page Visits
Page Depth
Percent Site Referral Visits
Percent Direct Referrals
Percent Search Engine Traffic
Remember: These are just metrics. It is your job to tell the story of your site through these metrics. Executives want to see the story, not just visits. You just need to educate them.
Topics: Analytics |
March 3rd, 2008 at 2:53 pm
[…] S.Hamel wrote an interesting post today onHere’s a quick excerpt A little over a week ago we wrote a post called Analyze Your Health Content which discussed the idea that if you do not know what people are doing on your site, especially within your health library, you are just throwing money away. We still stand behind that post, and would like to add to it. Web managers still like to measure their site’s progress in views and visits. This is OK if you are in a race with someone, and don’t really care what those views and visits translate into. A visit means […]