All data in this article is based on over 40 hearing care websites of multiple sized clinics across the US, based on over 275,000 sessions by 254,000 visitors. By sharing the key stats across our members’ websites, it gives us solid and trustworthy data to be able to produce this article.
This article is an important one.
That’s because we’re in the privileged position where we get to see industry data faster than most and are able to see the online data that is across multiple clinics throughout the US, meaning that our data gives us more context than most.
And what we’re seeing right now is BIG NEWS.
It almost feels like this is a historical moment for this industry.
Allow me to explain by sharing 4 big pieces of data.
#1 – The Monumental Swing of No Return (and Why This is So Important)
This may be the most important piece of marketing data that you’ll see in the hearing care industry in 2020.
That’s because, over the past 10 years, nearly every industry has experienced a mobile revolution. This is where their website traffic from cell phones is greater than their website traffic from desktop.
Yet, the hearing care industry has always remained prominently desktop (with at least 50% of all website traffic being from a computer).
However, over the past 120 days, we have experienced the first swing in the opposite direction.
As you can see, websites in this industry now receive more traffic from mobile than they do desktop.
This is BIG. Why? Because most websites in the industry have been built and developed for desktop.
In fact, if you invested in your website just a few years ago, it may not even be mobile-friendly, which will see your Google search rankings punished and will make the user experience incredibly frustrating, and this will result in people leaving your website.
Not sure if your website is mobile-friendly? Google has a nifty tool to help you check – click here to access
We have seen this coming for our members and have built their website to ensure they are “Mobile First” (prioritizing the mobile website over the desktop).
If your website is NOT mobile-optimized, then I strongly encourage you to look to address this. Taking no action will result in a gradual decline of your search rankings, website traffic, and presence online.
#2 – What is The Age of Your Website Visitors?
If you had to guess what the average age was of the people that visit your website, I’d take a bet that most would say 70+ … that’s why so many clinics demand that the logo is big and the text size is large.
But in actual fact, the data shows us that a staggering 61.02% of all website visitors in this industry comes from people that are ages 55-64 years old.
Why is it this young?
Well, there are two potential reasons:
- The biggest influence in the decision-making process is not the patient themselves but the child of the patient.
- People are coming to terms with their hearing challenges at a younger age than previously thought and are being much more proactive to seek help.
My guess is a combination of the two.
But what does this mean?
Well, it means that your website does not have to be created for somebody in their later years.
The font sizes don’t have to be huge and it doesn’t have to have the phone number pasted on the homepage in big numbers. Instead, the user experience and clearly sharing the reasons why somebody should choose you should take priority.
#3 – What is the Gender of Your Website Visitors?
A Johns Hopkins University study in 2008 found the risk of hearing loss for men is five times greater than it is for women. The question is: Does this mean that five times as many men search for your website as women?
Well, here’s what the data says:
52.7% of your website traffic is female.
Why? Well, I can only make an assumption, and that is that although you likely have more male patients than female, it’s the male’s loved one/daughter that has the biggest influence in helping their husband/dad to address their hearing challenges.
What is the big lesson?
Once again, your website copy and messaging should not be solely written to somebody experiencing a hearing loss, but to the loved ones of the person who is experiencing hearing challenges.
Talk toward what they’re experiencing, the resistance they may receive, and how they can best help their dad/mom/loved one.
#4 – How Has COVID-19 Impacted Industry Data?
The final piece of data that I had to share is the true impact of COVID-19 on this industry’s search traffic … because what has happened following the peaks of coronavirus has both shocked and delighted me.
Although I’m sure you’re sick of looking at bar graphs, I think you’ll like this one.
That’s because I pulled the data of 2020 to show a graph of how many daily visits our members’ websites received on average.
Here’s what it showed.
With the first registered COVID death in the US on February 29, you can see the decline from February through to June.
What has followed is an increased amount of website traffic, as you can see.
Yet the most interesting discovery is how many MORE people are searching for hearing care/visiting our member’s websites right now.
It could be the impact of face masks, it could be the impact of the lockdown … I’m not sure.
But take a look at this graph when we we compare where we are now to in 2019
Starting in January 2019, you can see the relatively low number of average website visitors and how it increased during 2019.
You can then see the COVID-19 dip as highlighted.
But most importantly, you can see just how much traffic and website visitors there are right now – with us seeing an almost two-year high.
What does this mean? Well, a combination of more people are looking for help with their hearing challenges, overall industry traffic is up, and our members are growing their individual market shares in their local communities.
What Key Lessons Should You Take From This?
Well, first and foremost, take comfort that the traffic and demand for help with hearing challenges have clearly increased.
However, this data should give you the context to revisit your existing website assets and question whether they truly serve you in today’s world.
- Is your website optimized for mobile?
- Does your content speak towards a patient’s loved one?
- Is your website designed for the people that are actually finding it?
Request a Website Critique
If you would like Phil M Jones and I to review your website, critique where it can be improved and share a list of recommendations, over a 60-minute consultation, then please click here to learn how we can critique your website/online presence.