Marketing Analytics for website healthcare

TestKPIs to Improve Your Practice’s Website Performance

KPIs to Improve Your Practice’s Website Performance

If you’re like most healthcare professionals, you’re always looking for ways to improve your practice’s website performance. After all, a solid online presence is essential in today’s digital age! But where do you start? One great way to measure and improve your website’s effectiveness is through the use of healthcare marketing key performance indicators (KPIs).

This article will describe some of the most critical healthcare marketing KPIs and how they can help you improve your practice’s website performance.

What are healthcare marketing KPIs?

Qlik defines KPIs as quantifiable metrics that help you measure and track your website’s progress and performance. When you track healthcare marketing KPIs, you can identify areas of improvement and make changes to your website accordingly. Additionally, healthcare marketing KPIs can help you benchmark your progress over time. This will give you a better pulse on your marketing efforts and ultimately help you make more intelligent business decisions.

Your website is one of the most valuable assets for marketing your practice and driving patient acquisition. After all, patients use your site to research providers and services, book appointments, and look up contact info. This is why tracking website KPIs is crucial for improving marketing performance.

Here are some critical KPIs to help you track your website performance metrics.

What are the most important healthcare marketing KPIs?

Website Traffic

Website traffic refers to users who visit a website. Web traffic is measured in visits, sometimes called “sessions,” and is a common way to measure your ability to attract an audience. Google Analytics, discussed below, is the most powerful tool for measuring your website traffic.

New vs. returning users

When analyzing your web traffic, it’s important to segment your website audiences into new vs. returning visitors. After all, returning visitors are more valuable, as they have demonstrated greater interest in your practice. Creating an audience specifically targeting your returning visitors is also useful if you’re running paid ads.

Mobile usage

It’s essential to understand how people are accessing your website. Are people viewing your site on desktop, mobile, or tablet devices? You may be surprised at how many people visit your mobile website. In fact, one of our clients discovered that mobile traffic makes up 35% of their total web traffic! This underscores the importance of having a mobile-friendly website. Fortunately, Google offers a free tool you can use to check whether your website is mobile-friendly.

Pages per session

A session in Google Analytics consists of a group of interactions recorded when a user visits your website within a given period. A Google Analytics session begins when a user visits a page on your site. The session ends after 30 minutes of inactivity or when the user leaves the site. Pages per session measures the number of pages a user visited in one session. A high number of pages per session indicates that your web visitors find the content engaging.

Scroll depth

Scroll depth measures how far down the page users scroll. Tools like Hotjar, discussed below, measure what percentage of users make it to the bottom of the page. If a small percentage (say 20%) of users scroll to the bottom of your page, reorganize your page and put the more valuable content higher up. If your call to action is buried at the bottom of a low scroll depth page, no one will ever click it!

Bounce rate

A bounce is defined as a single-page session. This means that a person landed on a page and left without visiting any other pages. A great way to improve bounce rates is to ensure that each page has a clear call to action or navigation to another page. For example, make sure your doctor bio pages have a link to book an appointment or a link to your services page. Note that a standard bounce rate depends on the page, content, goals, and industry, but the general range for healthcare is between 45% and 66%.

Website speed

Page speed affects user experience, which can make or break your site. Faster page speed makes for a better user experience and can increase page views and conversions while reducing bounce rate. Speed is found in Google Analytics, but Google also offers a dedicated tool called PageSpeed Insights.

All of these KPIs are captured and measured in Google Analytics. If you are not already using Google Analytics, you’re missing out on some incredible data that is free for you to access.

Not sure where to begin? We’ve got you covered with some of the best tools that you can immediately start using to track and analyze your medical practice’s website performance.

What is Google Analytics?

Google Analytics is a web analytics service that tracks and reports website traffic. It is the most widely used web analytics service on the internet. And the best part? It’s free!

If you don’t already have Google Analytics installed on your healthcare website, the good news is that setup is relatively easy. Google offers a guide to help you get started.

There are so many different reports and dashboards you can generate using Google Analytics, it can be overwhelming. Here are a few to get your medical practice started today:

Realtime Overview

This is where you get to monitor real-time user activity on your practice’s website. Data continuously updates, and each page view is reported in near-real time.

real time google analytics example
Traffic sources

Google Analytics explains traffic sources as the ad campaigns, search engines, social networks, and other sources that send users to your medical practice’s website. 

This allows you to see where your audience is visiting from and determine how well your website is performing overall. It also shows how well your ads are performing.


Google support defines a pageview as an instance of a page being loaded (or reloaded) in a browser. Now, Pageviews, the metric is defined as the total number of pages viewed on your website.

Understanding which pages or blog posts are performing or ranking best will help you generate similar content, allowing you to grow your medical practice’s online presence organically (not paid).

Take a look at the example below; this practice used to have only one “office information” page available on their site. Upon looking at their Google Analytics Pageviews report, they realized this specific page was driving superb traffic to the site. This led to their decision to divide the page into one page per practice location, which eventually led to an increase in pageviews on their practice’s website.

Google Analytics pageviews
Sessions by Device

Under the Audience Tab, you can see what percentage of your patients are on mobile devices versus desktops or tablets. This metric is sometimes overlooked, but knowing where your patients are visiting can help ensure your site is optimized for the right platforms.

Do you know how many patients visit your site from their phones rather than from their desktop computers? You will likely be surprised to find out just how many patients find you via mobile.

mobile usage sessions by device marketing healthcare kpis

Gr8 Tip: Want to know if your website is optimized for mobile devices? Google's free checker can help you!

Audience Overview

The audience overview is the very first report you see when you open your Google Analytics dashboard. You can see at a glance how many people have visited your website in an adjustable set amount of time; how many users are new vs. returning visitors; and the number of sessions/page views, and pages/session. This page is a great way for beginners to get familiar with Google Analytics.

Behavior Reports

If you want to get into more advanced reports with Google Analytics, there are many different reports that you can use to track user behavior across your website. With the Behavior Flow report, you can visualize which page your visitors landed on and the pathway they took throughout your website up until they dropped off or exited your site.

In your endeavors to track your website’s performance, you may have discovered that most of the traffic coming to your website is organic. Google provides another free tool to help you find which keywords are the ones driving the most organic traffic to your site: Google Search Console.

What is Google Search Console?

Google Search Console is a free service that helps you track, maintain, and troubleshoot your website’s presence in Google Search results. Where Google Analytics focuses more on your website’s traffic, Google Search Console focuses on the search engine. It provides insights into your search engine visibility and the keywords that are helping your site rank higher. Additionally, Google Search Console can help you understand how Google crawls and indexes your healthcare website, which can help your site rank in search results. Check out this article by Google about crawls and indexes.

Know which keywords your audience uses to find you online, and use this information to your advantage.

Take a look at this example below. If our client had never reviewed their Google Search Console search results, they would have never known the keyword “exotropia” was driving the most impressions. With this information, do as our client did and implement this keyword across your blog posts, create whitepapers on the topic, and use it in your tags to drive even more traffic to your website.

You can focus on total clicks, total impressions, click-through rate (CTR), and average position. You can also toggle on and off which stats you want to see, and the charts will automatically adjust. Additionally, the export button will allow you to generate a report.

Once you have added your healthcare website to Google Search Console, you can track important healthcare marketing KPIs such as the number of impressions, clicks, and position in Google Search results.

Another tool you can use to track KPIs for your practice’s website performance is Hotjar.

What is Hotjar?

Hotjar is a powerful all-in-one analytics and feedback tool that allows you to see how people are really using your healthcare website and their online behavior. With Hotjar, you can track user flow, heatmaps, conversion funnels, form analytics, and more.

Through combining both analysis and feedback tools, Hotjar shows you the big picture of how to improve your site’s user experience and performance/conversion rates. Hotjar offers three features in particular that will be beneficial to you and your practice: heatmaps, scroll analysis, and session recording.


Heatmaps reveal where people click on your website the most. You can use this information to understand which links are driving the most clicks and what positions they are on. You can move objects around to guide your users to click the links you want to drive traffic to the most.

hotjar heatmaps
Scroll analysis

Scroll depth, discussed in greater detail above, refers to how far down page users are scrolling. Hotjar’s scroll analysis feature allows you to take a closer look.

To take advantage of this feature, check whether page visitors are scrolling far enough to see your call to action. One of our clients recently wanted to drive more online appointment bookings, but the form to request an appointment was at the bottom of the page. We recommended they try Hotjar, and after seeing the scroll analysis, they learned that very few page visitors even saw the form. They were able to move the form to the “hot” red/orange area of the scroll analysis and immediately saw an increase in appointment requests. 

The moral of the story? Before you wonder why people aren’t following through with your call to action, make sure your page visitors are seeing it in the first place.

hotjar scroll analysis
Session recording

Discussed in greater detail above, a session refers to the time during which a unique user interacts with pages across your site. A single session will track all of the page views, user behavior, and changes to each page between the start and end of the session.

Hotjar allows you to see how a visitor moved across your website from the moment they entered it to the moment they left.

hotjar session recording

How can you set up Hotjar for your healthcare website? 

If you’re interested in trying out Hotjar for your healthcare website, head over to create a free account. You can then add the Hotjar tracking code to your website.

Once you’ve added the tracking code to your website, you will be able to track important healthcare marketing KPIs such as website traffic, lead conversion rate, and more.

Top Takeaways

By now, you should have a good understanding of healthcare marketing KPIs and how they can help improve your practice’s website performance. Here are the top takeaways from this article:

1. Healthcare marketing KPIs like website traffic, scroll depth, new vs. returning visitors, and mobile usage are a great way to track and improve your healthcare website’s performance.

2. Some powerful reports to keep in mind when using Google Analytics are real-time overview, traffic sources, pageviews, sessions by device, audience overview, and behavior reports. 

3.Where Google Analytics focuses more on your website’s traffic, Google Search Console provides you with insights on your search engine visibility and the keywords that are helping your site rank higher.

4. Hotjar is a powerful all-in-one analytics and feedback tool that allows you to see how people are really using your healthcare website. You can track things like user flow, heatmaps, conversion funnels, form analytics, and more.

5. Google Analytics and Google Search Console are free, and Hotjar offers a free plan that allows you to track up to three websites.

Want to learn more about healthcare marketing? Be sure to check out our other blog posts on the topic, as well as our webinar on healthcare marketing KPIs. If you have any questions or would like help with your healthcare marketing efforts, don’t hesitate to contact us. We’re always happy to help!

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