To keep pace with the rise in consumer digital media consumption, health systems are leveraging modern digital marketing tactics to supplement traditional outreach activities – with the end goal of increasing revenues through optimized relationships with prospects, patients, and physicians.
But, with healthcare marketers using so many digital tactics to connect with patients and consumers, the big question is:
How can they tell what’s actually working?
Take website optimization, for example. There are a variety of ways to evaluate the success of a health system’s website, but A/B testing is one of the most effective.
By definition, A/B testing is “a method of comparing two versions of a webpage or app against each other to determine which one performs better.”
The end goal is, of course, to take the guesswork out of website optimization and enable healthcare marketers to make data-informed decisions about the type of patient communication and messaging that will have the biggest impact on their audience.
Let’s take a look at 7 best practices for A/B testing website landing pages in healthcare: