Promotion of websites is what we do. Afterall, if you have a gorgeous website and nobody can find it, then it’s a waste, right? But what happens after a visitor gets to the website is equally important. A website has to be eye catching and engaging, but those are pretty subjective concepts. I’m an almost-40 year old man. A modern, minimalistic design that catches my eye may be downright blasé to an older female prospective patient who loves vibrant colors and dogs. Everyone is different. So how can we make decisions about website layout and content that are meaningful and actionable? Data to the rescue!
Pro Impressions is using data to inform decisions in design for new websites, as well as proactive updates for existing websites.
A heatmap tracks the position and utilization of a user’s mouse cursor or finger. We can tell what they click on. Heatmap technology has been around for a while, but it used to be prohibitively expensive and hard to trust. Now we have reliable heatmap tech that we can apply to any page of one of our websites.
What have heatmaps taught us? First and foremost, they allow us to test theories about the way that users interact with websites. Some large call-to-action buttons that we think are impossible-to-miss home runs are actually duds that get almost no clicks.
Heatmaps have also taught us that your bio page- the practice’s About section- is indeed a critical component of your website. People want to know about the doctor. They want to know if they can trust you and if you’re likable.
This emphasizes what we talked about in the Fall about Google’s new importance that they are putting on authority and trust. It all begins with your website. For this reason, we will continue to work with you on keeping your About page up to date. It should also motivate you to keep on top of CE and other credentials that can differentiate you from the competition.
Scroll maps track the user’s position on the screen as they move down the page of your website. In this way we can tell how far down people go on the website. The information is sobering at times.
The drop off from the top of a website is sharp, especially on desktop. On mobile, because scrolling is built into the user experience, we see a deeper scroll depth on mobile user sessions on essentially every website we analyze.
With this knowledge, we have to be careful not to hole away important content or calls to action at the bottom of a website or very few people, especially on desktop, will ever even see them.
Where Scroll Maps study how people move on your website, Attention Maps tell us when people are staying still versus scrolling quickly down the page.
Hot content holds attention longer than “cool content” that isn’t as engaging. When we find cool content during website analysis, we look for ways to spice it up, perhaps with imagery or better placement on the page or a call-to-action.
What Do I Need to Do?
As a prospect or a Premiere Member of Pro Impressions Marketing Group, this is our analytical approach to the care of your website as part of your larger marketing effort that is built into our membership.
If you or know a colleague in another market who could benefit from a Pro Impressions Marketing Group membership, please have him or her call me at Pro Impressions Marketing Group at 970-672-1212. Thanks!