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Methodological Guidelines for Systematic Assessments of Health Care Websites Using Web Analytics: Tutorial
Edwin Lauritz Fundingsland1, Joseph Fike2, Joshua Calvano3
1Department of Emergency Medicine, Homer Stryker MD School of Medicine, Western Michigan University, Kalamazoo, MI, United States.
Journal of Medical Internet Research
|April 18, 2022
Summary
Web analytics offer valuable insights for healthcare websites to improve user engagement and achieve organizational goals. This study outlines methods to systematically evaluate website performance and provides actionable recommendations for enhancement.
Area of Science:
- Health Informatics
- Web Analytics
- Digital Communication
Background:
- Healthcare websites are increasingly vital for public communication.
- The healthcare industry has been slow to adopt web analytics compared to other sectors.
- Web analytics are crucial for measuring and understanding user interaction online.
Purpose of the Study:
- To provide generalized methods for using web analytics as key performance metrics for healthcare websites.
- To outline actionable recommendations for improving website performance based on analytics.
- To help healthcare organizations better communicate with the public online.
Main Methods:
- Deconstructing web analytics into categories: engagement, users, acquisition, content, and platform.
- Analyzing metrics such as daily active users to monthly active users ratio, bounce rate, pages viewed, and time on site.
- Evaluating demographic information, traffic sources, content relevance, and technical platform aspects.
Main Results:
- Web analytics enable systematic website assessment by evaluating user interaction and demographics.
- Analysis of engagement, acquisition, content, and platform data reveals areas for improvement.
- Actionable insights can be derived to enhance website usability and conversion rates.
Conclusions:
- Web analytics are essential tools for healthcare organizations to evaluate and improve their websites.
- Implementing web analytics strategies can lead to better public communication and goal achievement.
- Systematic assessment using web analytics can augment website usability and conversion rates in healthcare.
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