Getting people to your website is only half the battle. The next step is getting people to stay on your website. After all, if you have visitors coming to your website and leaving right away that tells Google and other search engines that your website isn’t helping people answer the questions they’re seeking answers to. It lowers the engagement rate on your website, which is a known fact in search engine rankings.
Site abandonment is essentially the number of people that leave your website despite having some interest in what you are offering. Having a site abandonment strategy is a crucial part of any medical marketing strategy. You create a strategy to get people to your website, but keeping them there takes additional thought and consideration.
There are several reasons why people bounce from websites. More often than not these factors tend to circumvent around design flaws.
Factors That Affect Your Customer’s Online Experience
Simplicity is key when it comes to website design for medical professionals. You don’t want to overwhelm people who are simply looking for a straightforward answer and solution to the questions they’re asking.
Try to avoid using colors that are boring, like beige or conversely colors that are too loud, like neon pink. All of these distract from the core purpose of your website, which is to create a good first impression and serve customers.
When selecting fonts choose no more than two font families. Anything more and your website will begin to look like it has multiple personalities. This confuses users and might cause them to question your business as a whole.
Many businesses tend to get enthralled with the idea of using special effects, however, remember what we said about simplicity? Too many special effects are distracting and can affect things like page load time.
Speaking of simplicity, remember to incorporate plenty of white space into your website’s design. Properly used white space helps your viewer’s concentrate on the elements you want them to focus on and motivates them to take action.
Part of a simple design is avoiding too much text. If you can say something in three words instead of six, do it. With more and more people visiting from mobile devices, keeping your messaging short and sweet is crucial. Additionally, use headers to break up paragraphs.
You’ve probably heard of the term “above the fold.” This refers to content that can be seen as soon as someone lands on your website. It’s tempting to want to put everything above the fold, but remember that if a website is designed well visitors will follow the correct prompts to accomplish whatever is set in front of them.
There’s nothing more frustrating than landing on a web page and being unable to find what you’re looking for. Navigation that’s designed for your visitors should use terms they would use, offer a search box, and layout the menu in such a way that people will intuitively understand how to get to their end goal.
Ignoring Small Details
Small details on your website, like typography and where images are placed, all play a big role in website design for medical practices. These small details can dictate how a person experiences your website on a variety of devices.
For example, choosing a typography that is cramped and hard to read will likely result in a large bounce rate for mobile users. Additionally ensuring images you select render well on high-resolution displays like Retina displays promises the best possible experience for all customers.
Not Having a Mobile Friendly Website
If you’re like many of the medical practices out there, your analytics will likely show that your audience is largely visiting from mobile devices. This means you need to make sure your content is easily accessible on mobile devices, renders well on a variety of phones and tablets, and is totally responsive – images and all.
Users Aren’t Taking Next Steps
Your website is more than just a digital footprint. It exists to get people to take next steps with your business. This might include filling out a form for more information, scheduling an appointment, or downloading a document.
Whatever next steps you want people to take, your website should be getting them to do that. If they aren’t then you need to evaluate what you can do to get.
Improving Your Website
If you discover through analytics that your medical website design just isn’t working out, then it’s time to start troubleshooting to discover what you can do to improve it.
The best place to start is by looking at the flow of your website’s content. You can find this by logging into Google Analytics. There’s a section where you can look at behavior flow. This tells you where people enter your site and the various pages they visit.
You can also look at which pages on your website have the highest bounce rate. The best way to do this is by looking at the top pages on your website and studying the bounce rate for each page.
Once you understand which pages are performing poorly, think about things like the layout and copy used on those pages. Is there something that you can alter to test and see if it makes an impact. Sometimes it can be something as simple as changing the color of a button or the verbiage on a call-to-action.
As you make change review on a monthly basis how the pages are performing. A decrease in bounce rates might indicate that what you’re doing is working. Additional indications of improvement is an increase in form submissions or other conversions that you consider important.
One crucial thing to note is that these improvements take time to measure in terms of their efficacy. Just because you don’t see an immediate improvement doesn’t mean change isn’t happening. It takes continual time and revisions to truly nails down a design that works for your customers. Each revisions nd improvement will likely lead to a better understanding of who you’re serving.