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The Latest Hospital Digital Marketing Articles

GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

 

 

Is Your Website Content Being Seen?

by Sara Foster | Mar 18, 2020

What would you say if you were told that almost 70% of your website’s content was never seen by web visitors? This metric is one of several found in a new benchmarking report from Contentsquare. graphic image of assembling content for a website

To obtain data for the report, Contentsquare analyzed a year’s worth of data from over 400 websites around the world from 9 different verticals. Additional findings include:

  • 65% of all site visits came from earned or “free” traffic.
    • This is due to brand familiarity, repeat visits for regular purchases and good brand awareness.
  • 60% of visits come from non-PC devices, with 55% of visits coming from smartphones.
    • For hospital and health system websites, over half (60%) of these organizations’ website visitors used a mobile device to access their sites, according to the 5th Annual State of Digital Marketing in Healthcare Report from Greystone.Net and Klein & Partners.
    • The luxury goods vertical had the highest percentage of mobile traffic at 67%, followed by apparel and beauty (66%).
    • The vertical with the lowest percentage of mobile traffic was financial services at 39%.
  • The average load time across all verticals was 2.4 seconds. The report re-affirmed that slower load times lead to higher rates of abandonment and lower engagement.
  • In addition to finding that almost 70% of website content was not being seen by web visitors, the report found that this issue was more prevalent in the financial services, beauty, energy and automotive verticals.
  • Conversion takes three visits to make a purchase, on average. And conversion rates were lower on mobile devices than on PCs. Not surprisingly, conversion rates increased during seasonal and peak shopping periods, with conversion rates increasing by 27% during holiday shopping as compared to the rest of the year. 
  • marketing content
  • web traffic
  • web analytics

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