How User Experience Impacts Website Marketing

by | Sep 24, 2020 | Digital Strategy | 0 comments

Is your healthcare website user experience (UX) affecting the way patients see your system?

Under­stand­ing how user expe­ri­ence impacts web­site mar­ket­ing is an essen­tial step in health­care web­site design. Con­sid­er how many times you’ve left a slow-load­ing web­page in frus­tra­tion, or felt dis­tract­ed by a site’s choice of font or col­or scheme. If it hap­pens to you, it hap­pens to your audi­ence. And it may be hap­pen­ing with your health­care UX design.

In con­trast, For­rester Research reports that pos­i­tive UX can increase your company’s con­ver­sion rates by up to 400 per­cent. How­ev­er, tak­ing UX into con­sid­er­a­tion is often a step that health­care mar­keters forget.

“One of the most impor­tant things to remem­ber about health­care web­site design is that we’re all users,” says Sarah Fredriks­son, senior man­ag­ing edi­tor at True North Cus­tom. “When you go to a web­site and some­thing irks you or throws you off, take note because it’s like­ly hap­pen­ing to oth­ers, as well.”

Read More: Hospital Website Best Practices for 2020 and Beyond

When con­sid­er­ing how user expe­ri­ence impacts web­site mar­ket­ing, begin by ask­ing these questions:

1. Is your site mobile-friendly?

Accord­ing to Google, 52% of users report­ed that they were less like­ly to engage with a com­pa­ny based on a bad mobile expe­ri­ence. Half of the users sur­veyed also said they would use a site less if it wasn’t com­pat­i­ble with mobile devices, no mat­ter how much they liked the business.

“It doesn’t mat­ter how great your con­tent is,” says Eric Jack­son, vice pres­i­dent of cre­ative ser­vices at True North Cus­tom. “If a web­site is not mobile-friend­ly, it won’t get used.”

Read More: Find out how COVID-19 is impacting the online consumer experience in The Evolution of Digital Advertising

2. Does your content connect with users?

Con­tent is an oppor­tu­ni­ty to build rela­tion­ships with your audi­ence. Acces­si­ble, human­iz­ing con­tent that answers day-to-day health ques­tions is an excel­lent way to build trust among con­sumers. This holds true even when they aren’t shop­ping for health­care services.

“Con­sumers might not need your ser­vices when expe­ri­enc­ing your con­tent, but they may inter­act with some­one lat­er and direct your con­tent to them,” Fredriks­son says. “Plus, the impres­sion you leave behind increas­es the chance they will come back when they do need your service.”

3. Do you understand your audience?

Put sim­ply, you can’t gen­er­ate a pos­i­tive user expe­ri­ence if you don’t know who your users are. This is why user research is essen­tial for an effec­tive con­tent strat­e­gy. Under­stand­ing your audience’s needs, goals and pref­er­ences opens up the oppor­tu­ni­ty for customization.

“The more feed­back you receive, the less guess­work you have to do, which saves you time and resources,” Jack­son says. “By eval­u­at­ing how users inter­act with content—directly or indirectly—you can ensure a suc­cess­ful user expe­ri­ence that achieves the goals of your web con­tent strategy.”

4. Is your website inclusive and accessible by all audiences?

Oth­er key issues that can impact UX for your health­care web­site are diver­si­ty, inclu­sion and ADA com­pli­ance. In fact, the lat­est Hos­pi­tal Dig­i­tal Expe­ri­ence Index found that inclu­sion and qual­i­ty of care are linked in the minds of consumers—including poten­tial patients, employ­ees and part­ners. Accord­ing to the report, top-ranked hos­pi­tal web­sites quadru­pled their racial­ly diverse hero images and fea­tured twice as many women, typ­i­cal­ly in enhanced pro­fes­sion­al circumstances.

In addi­tion, the Amer­i­cans with Dis­abil­i­ties Act (ADA) has been a source of a tremen­dous amount of lit­i­ga­tion since it was signed into law in 1990. When the ADA was enact­ed, no one knew the impact of the inter­net on our lives in the 21st cen­tu­ry. This leads to many gray areas and omi­nous arti­cle head­lines about technology’s influ­ence. In order to cre­ate a web­site that is com­pli­ant with ADA reg­u­la­tions, you first have to ask your­self: “What makes a web­site acces­si­ble?” That, in of itself, is not defined by the ADA. How­ev­er, the Depart­ment of Jus­tice and many courts have used the 38 Lev­el AA suc­cess cri­te­ria pub­lished in the Web Con­tent Acces­si­bil­i­ty Guide­lines (WCAG) 2.0 to help make that determination.

“Increased acces­si­bil­i­ty trans­lates to bet­ter user expe­ri­ence,” says Jack­son, “and the goal should always be to cre­ate the best user expe­ri­ence possible.”

Let’s Elevate Your User Experience

Dis­cov­er how True North Cus­tom can improve your health­care web­site design and user experience.
Sign up for updates!

Sign up for updates!

Get marketing tips delivered straight to your inbox.

You have Successfully Subscribed!