Healthcare Product and Service based websites that feature persona-based navigation performed 20-30% better in terms of engagement rate than Healthcare websites that did not feature this.
What does this mean? Well, think of who your exact target audiences are. They may be Nurses, CFOs and Chief Medical Officers.
What the data is telling us to do is literally put those audience group names in the main navigation under something like "Who We Serve," or "Communities," or even have their own top level items.
Additionally, using every last bit of space to jam pack your interior pages with calls to action is another best practice that helped convert users into customers in the healthcare B2B SaaS vertical according to our 2018 Data Download.
More on the Data Download - our report - which aggregates data from more than 325 real Google Analytics accounts from real live active websites generating traffic from actual web users, provides insights into what works best in a variety of verticals, as well as overall web design and digital marketing best practices. Not based on opinions, but based on data.
Thanks for reading / watching - and have a great day!
Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.