Analysis of Website Traffic

We start with the monitoring of website traffic in order to have some understanding of how users are behaving, which pages are performing, and monitoring high-level metrics such as bounce rate, conversion rates, and traffic sources.
Key Takeaways:
Overall Traffic Growth: The website has seen a growth of 15% traffic over the past 3 months, thanks primarily due to organic search and social media promotional activities.
Top Pages: Top pages to be viewed are the “Heart Risk Assessment” and “Cholesterol Monitoring” pages, which people viewing while they are on the blog page to prevent heart disease do for a longer period of time.
Bounce Rate: Bounce rate for certain pages, i.e., home page, is higher than the optimum level (i.e., about 60%) and the indication may be that the user is not reaching his or her intended content at an early and easy time.
Conversion Rate: Conversion rate for users of booking page or consultation form is around 3-4%, which is fine, but can be optimized.
Optimize home page messaging and link directly to high-conversion pages (e.g., services, consultations).
Improve user experience and page loads through optimized navigation.
A/B test landing pages to reduce bounce rate, clean CTAs first.

Social Media Performance Analysis

We monitored audience engagement, content, and overall performance on the Facebook, Instagram, and LinkedIn social media platforms.Facebook Insights: Facebook is generating traffic to the site with 2.5% CTR ads, but lifestyle posts are more powerful than service postings (e.g., cholesterol or cardiovascular screening).
Audience Demographics: Most engaged audience is 35-50 and most receptive to preventive heart care.
Paid Ad Performance: Free heart disease screening and free consultation ads performing on Facebook at a 3% conversion rate but higher than expected.
Recommendations:
Post additional client testimonial and educational content (prevention tips and heart health trivia) on Facebook and Instagram.
Target Facebook ad users aged 35-50 with offers for heart disease screening and cholesterol testing.
Retarget website traffic that has shown interest in some of the services like heart risk assessment through lead magnet ads on the same.

Search Engine Optimization (SEO) Analysis

We undertook an SEO audit to inspect how the website of Heart Health Diagnostics performs in terms of organic search for keywords on heart health.

Main Takeaways:
Keyword Position: The website ranks well on common heart health keywords such as “heart disease prevention” but worse on location-specific long-tail keywords such as “heart health clinic in [location]” and “cholesterol test near me.”
SEO Problems: Several on-page SEO issues were found, such as the absence of meta descriptions on core service pages and absence of optimized alt text for images.
Content Potential: The blog website is worthwhile but could be complemented with additional local content on the prevention of heart disease and health screenings. Including location-based blog posts would create local search traffic.
Recommendations:
Local SEO optimization via content creation for location-based keywords (e.g., “heart health diagnostic center in [city]”).
On-page SEO enhancement: Add meta descriptions, optimize image alt tags, and use header tags effectively.
Prioritize creating local content and location-based blog posts to receive traffic from searchers for heart health services within specific locales.

Paid Advertising Campaigns (Google Ads & Social Media Ads)

Performance audit has been conducted for Google Ads and Facebook Ads PPC campaigns to monitor the ROI and lead generation performance.

Key Insights:
Google Ads Performance: Google Ads campaigns are high-intent keywords like “heart disease testing,” “cardiac screening near me,” and “booking a cholesterol test.” The campaigns are good in conversions but slightly higher cost-per-click (CPC), i.e., the campaigns require more better keyword targeting.
Ad Performance: The Facebook Ads are good at driving traffic, especially for free consultation, at a CTR of 2.5-3%.
Budget Allocation: Allocate most of the budget to brand consideration and total heart health content and fewer dollars to conversion ad copies such as booking consultation and risk assessments.
Recommendations:
Google Ads optimization targeting: Target location-based keywords and long-tail keywords to lower the CPC and the relevance of the ads.
Increase in budget allocation: Increase the budget on Facebook Ads and Google Ads for lead campaigns, particularly free consultation and risk assessment campaigns.
Run ad retargeting campaigns for users who have already visited your website and engaged with it before, particularly those who arrived at the consultation or booking page but never converted.

Customer Behavior & Feedback Analysis

We also tested customer sentiment on online review websites, social media, and customer feedback to understand consumer satisfaction better.

Key Findings:
Positive Feedback: Personalized approach towards heart care is appreciated by consumers as well as online booking of consults for convenience.
Need for Improvement: Ease of use complaints on the website are also made, especially being able to book an appointment. Others complain about not being able to book an appointment easily because instructions on how to book the appointment are not easily accessible.
Customer Interests: Customers have been interested in prevention material like tips on reducing cholesterol and heart exercises.
Recommendations:
Streamline the appointment booking process to enable easy scheduling of appointments. Offer an immediate appointment or scheduled appointment call-to-action button.
Create more focus on heart health tips, prevention methods, and lifestyle modifications in your content marketing strategy to appeal to users who wish to place focus on preventive heart health.