Twin Cities Spine Center
How do you measure the success of a healthcare website redesign project? Traditional web key performance indicators (KPI), including bounce rates, time on page and referrals from organic search can tell you a lot. But your boss in the C suite may not see the value in these KPIs, especially if they're not tied to some kind of revenue.
By digging a little deeper into analytics data, you can find those hidden indicators that prove the monetary value of your work. Just ask the team at Twin Cities Spine Center.
Setting goals for the redesign
Twin Cities Spine Center has served its Minnesota community for 70 years. The doctors within the system were known for their innovation and their expertise. But the website didn't reflect this spirit of innovation. The marketing team felt the site was dated, and they knew the site wasn't optimized for search.
Coffey Communications provided:
- Website design.
- Search engine optimization.
- Custom content for 19 service line pages.
- Content library.
The Twin Cities Spine Center team wanted to see an improvement in traffic, particularly traffic from mobile devices. But they also wanted to see an improvement in metrics that are directly tied to physician revenue.
And here's where the story gets interesting.
Real, revenue-generating results
To measure the performance of the redesigned Twin Cities Spine Center website, we pulled data from the following time periods:
- Sept. 1, 2016, (two weeks after the website went live) through Jan. 31, 2017.
- Sept. 1, 2015, through Jan. 31, 2016.
- March 1, 2016 through July 31, 2016 (the five-month period before the new website went live).
The following data shows how the 19 pages Coffey optimized performed at bringing people to the website. All the information reflects visits where this content was the landing page. The new content has, thus far, resulted in a significant increase in traffic overall:
The content is also bringing in increased traffic from organic search:
The site is also helping the Twin Cities Spine Center team to deliver real, revenue-generating results. Requests for appointments, referrals and information are all up significantly since the site went live.
We can do the same for you
Count on Coffey to help you find the KPIs that will truly resonate with your boss. And let us deliver real results that you—and your boss—can track over time.