What Does Quality Website Traffic Look Like for Addiction Treatment Sites?
What’s better – quantity or quality website traffic for your drug addiction treatment center? In an ideal scenario, treatment facilities would have an excess of both, and would have enough time to respond to all inquiries & route them to the applicable resource customized to their specific situation.
In this post, we’re assuming your drug treatment center wants to encourage existing traffic on your website to contact your staff to receive treatment at your facility. How can you determine whether any of the traffic visiting your site was qualified and primed to engage in a conversation with your staff?
While it’s hard to predict the exact path an intake or concerned family member will take between the time initially visiting your website to the moment they choose your rehab for life-saving treatment, telltale signs and signals exist to determine who’s interested in your rehab’s treatment programs.
The purpose of this post is to help your treatment center through the often-confounding process of understanding quality website traffic. Your facility will learn:
- What the buyer’s funnel is, the different stages within the buyer’s funnel & how it applies to the pages on your website
- 3 website KPI’s that your rehab marketing team can use to determine which site visitors are merely seeking information, versus the serious, committed lead
Funneling the Interest & Engagement of Your Rehab Website Visitors
In terms of understanding quality website traffic, the buyer’s funnel helps your facility identify visitors in various states of interest from information gathering to reaching out to your staff, and every action in-between. The buyers funnel can be divided into three distinct areas.
Keep in mind, ALL areas in the buyer’s funnel are crucial and necessary when providing a compelling experience for site visitors. The methodology here is that ideally, you want a site visitor to stay on your website through the entire buyer’s funnel, steadily building trust with prospective intakes or concerned family members/loved ones as they naturally progress through each respective stage.
1.) Top-of-funnel, or ToFu Pages: Awareness – A good example of ToFu pages on your website could be blogged content. Though blog content typically contains a diversity of topics addressing all areas in the buyer’s funnel, oftentimes it’s the place visitors start the process of learning about your treatment programs outside of their own research. Site visitors in the ToFu stage are seeking education and resources to determine if your rehabilitation center is the destination they’ll decide on or recommend to others when seeking treatment & recovery.
2.) Middle-of-funnel, or MoFu Pages: Consideration – After your website visitors have read your content, if your rehabilitation center was successful, a certain level of trust is established, though still tenuous. Site visitors are considering your treatment center but will continue clicking into deeper areas within your site to determine whether your facility is the best option for them or a loved one. A site visitor in the MoFu stage will click through to the specific treatment program of interest, looking to learn how your center approaches and supports the recovery process. They’re interested in learning tangible tactics your rehabilitation center takes, certifications, credentials and how your center may serve their needs better than other rehabs.
3.) Bottom-of-funnel, or BoFu Pages: Commitment – If your treatment center has successfully moved website visitors to this stage, you’ve sufficiently answered questions, addressed concerns, and established trust with the prospective intake or concerned loved one. A site visitor in the BoFu stage will be interested in learning about insurance options to discover if theirs is accepted and will also read testimonials to learn unbiased recovery experiences, and how your rehabilitation facility nurtured that individual to successful recovery. In addition to insurance options & testimonials, a good indicator of BoFu interest is a site visitor clicking through your photo gallery. This shows that an intake is visualizing what life and recovery would be like for them at your treatment center.
Rules of Addiction Treatment Website Engagement Metric #1 – Average Time on Page/Average Session Duration
Google Analytics defines average time on page as the average amount of time users spent viewing a specified page or screen, or set of pages or screens.
Generally speaking, the length of time a visitor spends on your addiction treatment center’s website correlates to the level of interest they exhibit toward your center’s programs. Though be warned: Analytics can be deceiving without applying the proper context.
For example, if a site visitor during a session spent over 10 minutes on your home page and proceeded to bounce from your site, they very well could have sat idle or got distracted by something else. Not a quality session.
So, how would average time on page/average session duration help your treatment center identify quality website traffic?
If, for example, a site visitor began their session on your drug rehabs home page for a minute-and-a-half then proceeded to click through to blog content & additional pages for a session total of six minutes, your team could consider that a victory in engagement.
Why is that a victory? It shows that the resources your addiction treatment center created successfully kept traffic on your site for a substantial period of time. What additional website KPIs continue that narrative of quality website traffic?
Rules of Addiction Treatment Website Engagement Metric #2 – Pages Per Session
Breaking out the handy Google Analytics dictionary describes pages per session as…the average number of pages viewed during a session. Repeated views of a single page are counted. So, what does this mean, rehab marketing professionals concerning your site’s traffic?
What you’re looking for in this instance is the occurrence that during a session, a site visitor clicked on one of your pages multiple times. Depending on the content on that specific page, your rehab marketing team could have a primed opportunity ready for a conversation with your staff.
In any case, it supports the narrative that your rehab facility has created pages with a degree of “stickiness” to them. This also illustrates that the page that was clicked on multiple times during the session piqued interest, and that your team did a good job at creating a page worth returning to. Again, look to apply this metric to multiple site visitors so your team has proper context and a broader picture of the visitor landscape.
Rules of Addiction Treatment Website Engagement Metric #3 – Sessions Per User
In this instance, the data set of quality website traffic your team is looking to determine involves the average amount of sessions multiple users are taking on your treatment center’s website. What does this metric tell us, rehab marketing pros?
This will help your facility determine how many people visited your website multiple times. In addition to indicating the lasting power of the digital cornerstone your team has worked hard at crafting, it will also indicate how often site visitors have returned to your website to seek answers to their questions or concerns. In addition to serving a subset of website KPIs worth returning to regularly, this metric will help your team identify the pages that multiple visitors find compelling, which will help your treatment center cater more pages to these multiple visitors.
Why does that help?
When your rehab marketing team, or team of designers caters its site content to the masses visiting for multiple sessions, it will hopefully help your team create an online experience that encourages more people to seek life-saving treatment with your team of certified experts. And that serves multiple purposes while making an impact with the people who need it most.
Use the Website KPIs to Help Those in Need While Meeting Your Goals
Keep in mind: the website KPIs within Google Analytics are merely averages of website user behavior. Don’t be misled by the wrong metrics. Instead, use the metrics provided to take deeper dives into the areas on your addiction treatment center’s website that are generally working, and working well.
Combine the metrics provided with the knowledge about the buyer’s funnel to determine quality website traffic visiting your rehabs site. And of course, if your team needs additional clarity, contact our team. We’ll help your rehabilitation facility identify quality website traffic, and help it earn additional quality touches if that’s needed. Err on the side of quality over quantity and help more in need!