You’ve put a lot of thought and effort into your website. It looks great. But then you start looking at the metrics. Why is your bounce rate so high?
To increase engagement with your site, consider these factors:
- Mobile optimization. According to the 3rd Annual State of Healthcare Digital Marketing Report from Greystone.Net and Klein & Partners, almost half (47%) of visitors to healthcare provider websites use mobile to access the site. If your site isn’t optimized for mobile access, mobile visitors won’t stay on your site for long. And don’t forget about Google – it will penalize sites that aren’t mobile-optimized.
- User-friendly navigation. If visitors can’t easily find what they’re looking for, they won’t stay on your site for long. Before going live with your site, be sure the navigation is part of your testing.
- Slow load time. As attention spans decrease, so does patience for waiting for pages to load. Consider all the factors that can slow down your pages, such as web hosting, large page elements and poor coding, to speed up your site.
- Too many ads. As a rule, this doesn’t really apply to most healthcare provider sites. But if you use ads for your own services on your site, be judicious.
- Autoplaying media. Face it – no one likes videos that autoplay. Give visitors the option of playing it or not.
- Fonts. A “pretty” font might appeal to designers, but if it’s not easy to read, it won’t appeal to your visitors. A clear, easy-to-read font is imperative. When you’re doing your testing for your site, be sure to test fonts as well.
- Personalization. Make your site stand out from the competitive crowd and be more engaging by showing off your organization’s unique message and personality. Cater your content to your visitors with personalization tactics to make them feel valued and recognized.
- Web design. What’s the “look and feel” of your site? Is it clean and uncrowded? Keep your site’s design fresh to appeal to your visitors.