The document discusses valuing healthcare websites through metrics like hit-to-convert ratio and value per hour. It proposes a template for valuing content, regions, and divisions on a healthcare site by visualizing metrics from acquisition to value per hour. The template would allow viewing metrics like churn, consumption, and loyalty for different visitor segments to identify opportunities for improvement.

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Valuing a Healthcare Site
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Healthcare Site Valuation
Content rich sites such as healthcare can be valued
via the newly created Hit to Convert ratio and the
Value per Hour perspective by highlighting revenue
generation and areas of opportunity
Concept: Creating a visual path of value from acquisition all the way through to a concrete measure of value
The focus can
be healthcare
division, pages,
region,
or other
segment

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Healthcare Site Valuation
Healthcare template proposes a digital valuation of
content, region, division by providing a guided view
from acquisition to value per hour.

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Churn by Segment (example)
Churn represents visitor loyalty. Cost of Churn is the visitor value times
lost returning visitors
True churn is a month over month comparison of returning visitors.
Normalized churn is a month compared to the 12 month rolling average.
Each chart contains a different visitor segment giving the client the
opportunity to determine cause of change and value of segment

5. Visualization of Site by Content/Page

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cept: Representing - What is vs. What if?
Visualization of Site Value by Region

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Valuation Concept
Acquisition- Represents the number of visitors obtained via the
associated dimension.
Acquisition Impact- Expressed in terms of bounce rate. If a visitor
visits and consumes one page and exits the site, the visit had a
lower value than a visit with greater content consumption.
Consumption – This section quantifies the amount of information
consumed via the associated dimension in pages and time.
Opportunity - New visitors represent and opportunity to create a
strong brand impression.
Loyalty- represents the consumer commitment to brand. By
returning, they express loyalty.
Commitment – Highlights the visitors completion of an intended
goal of the site such as setting an appointment or signing up for a

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Valuation Factors
Hit to convert – How many visits does my site get before a
conversion happens?
Example – Hit to convert rate of 100 means that for every 100 visits
the site gets a conversion.
Value perHour– Simply representing the total goal value in hours
(i.e. there are 744 hours per month). My site generates $7.5M in
revenue or goal value or over $10K an hour.
True churn is a month over month comparison of returning visitors.
Positive suggests an increase in returning visitors month over
month.
Normalized churn is a month compared to the 12 month rolling
average. Negative suggests that the outer months had a much
higher average count of returning visitors. Site loyalty may be
declining.