Industry snapshot: high frustration, high engagement
Experiencing rapid innovations across healthcare, the industry hit $8.5 trillion in 2018 and is expected to grow 8.9% to nearly $11.9 trillion by 2022. As the sector continues to evolve in practice, so has the way in which it’s accessed online. Prioritizing seamless digital experiences has emerged as a key driver of success for bringing in and retaining clientele – especially in the wake of COVID-19.
Healthcare’s biggest user frustrations
As healthcare companies look to deliver digital-first journeys, they need to recognize that 67% of customers claim poor experiences as a reason for churn. So, to truly drive consistent healthcare site traffic, engagement, and conversion, institutions simply can’t afford to frustrate or confuse users on their website or app.
With 6.7% of page views containing instances of user frustration, healthcare performs slightly worse against the 6.5% average of other industries. It has a relatively high occurrence of bird’s nest behavior, which refers to when a user rapidly shakes their mouse in confusion, unresponsive multiclicks, which typically occur on broken links or buttons, and repeated device rotation, the result of content not fitting the screen. It does have a lower incidence of rapid scrolling per user session however, which signals user frustration in certain contexts.
3 ways to reduce frustration in healthcare
Set up a practical homepage
An overwhelming or even overly simplified homepage will lead to near instant confusion and frustration with high bounce rates. Ensure your homepage simplifies messaging but offers its most popular services upfront for minimal user effort.
Streamline patient form filling
Forms are notorious frustration hotspots, which means these can make or break whether potential new clients convert. Keep users free from frustration with step-by-step processes, straightforward instructions, and auto-filling where appropriate.
Build intuitive site navigations
You can frustrate and lose users with confusing navigation that draws out simple user tasks. It’s best to use journey discovery and segmentation tools which make fine-tuning navigation logical with behavioral data.
Customers in healthcare show a lot of frustration, with lots of birds nesting behavior and unresponsive multi-clicks. That said, they are highly engaged, and have a high focus rate. They are likely to read the content and perform select and copy behavior.
Healthcare’s biggest user engagements
Engagements are often a fundamental indicator of a healthy digital experience.
Research shows that 75% users expect a consistent experience wherever they interact – whether from desktop, mobile, or app. To keep clients engaged throughout the user journey it takes a thorough understanding of factors that drive user interest versus those that detract.
With sessions having an average Engagement Score of 4.9/10, healthcare performs better than the 4.56 average of other industries. In terms of overt signals, it has high incidences of both reading behavior, which refers to users following content with their mouse, and select and copy behavior; but lower occurrences of responsive multiclicks, which refers to users clicking through a responsive element like an image carousel.
3 ways to drive more engagement in healthcare
Prioritize patient data privacy
Privacy must be of the utmost importance when it comes to highly sensitive healthcare data, or patients won’t trust to engage. It’s best to practice privacy with vigilance and reassure users that their sensitive personal data is safe and secure.
Make call-to-actions clear
Healthcare sites can quickly become complicated with a wide range of services offered. To spark engagement and avoid confusion, make call-to-actions as clear, obvious, and upfront in the most popular user journeys.
Produce high-value web content
Users will often view a healthcare site as a credible source for self-education, so delivering on that expectation can keep engagements high. Use a visual tool like heatmaps to learn which topics, content, and pages grab user attention best.
Healthcare’s user journey trends
Every user journey matters, but those that see the most traffic require special attention. Measuring customer journeys in real time is key to delivering on customer expectations, yet 2/3 of organizations find it challenging.
With an average Navigation Score of 9.4/10, healthcare performs in line with the 9.3 average of other industries. Per page view, the on-page refresh rate is 13.6%, and the revisit rate of pages is just below the 32.1% average of other industries – suggesting healthcare users generally find what they need, but sometimes have to revisit old ground on previously visited pages.
EXPERIENCE & CONVERSION
Healthcare’s correlation between digital experience and conversion
It’s impossible to ignore the role user experiences hold in driving conversion, as visit-to-lead conversions can be 400% higher on sites with superior experiences. But given the unique and nuanced nature of healthcare experiences, does that trend translate?
Generally, the goal conversion rate in healthcare is significantly lower than in other industries, as is its correlation to DXS®, which could mean tolerance for mediocre experiences is higher in healthcare than elsewhere – though the quality of the overall experience remains vitally important.
3 healthcare digital experience trends and tips to look out for in 2021
Big opportunity for experience leaders
With high frustration across the healthcare industry, there’s a big opportunity for experience-minded healthcare companies to make their mark.
Competition may increase
As demand shifts online, digital services offered by healthcare companies will be more widespread, so expect a rise in competition for eyeballs and loyalty.
Digital experience optimization will be key
With customer expectations shifting, investing in digital experience optimization has never been more crucial for healthcare companies looking to attract more patients.