New Study Indicates That Engaging Content Does Not Always Equal Conversion for Health and Wellness Web Sites

NEW YORK, Feb. 18, 2014 /PRNewswire/ -- New research released today by Change Sciences Group finds that while the new wave of healthcare's health and wellness-focused web sites provide a wealth of information for consumers, there is a disconnect with their likelihood to become customers. The competitive data compares ten top sites in the industry, measuring how people experienced the sites on usability, engagement and conversion.

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As a group, health and wellness web sites provide a great deal of information, but that information is not engaging enough to inspire action among consumers overall. The data set performed 17% below average for likelihood to take action when compared to sites across all industries. However, despite the group's low performance, WebMD emerges as the clear leader and exceeds competitors in overall scores by 10% from the second-ranking site and 18% from the average site in the set. WebMD also performed 46% higher than the average health and wellness site for likelihood to take action.

"It is in the best interest of the providers and consumers to take a more active role in managing their own healthcare, but these sites are clearly not making the case as shown in the numbers for likelihood to convert. Health and wellness sites may have the right content, but consumers don't find it compelling," explains Pamela Pavliscak, a Change Sciences co-founder who directed the research.

To learn more about the study, visit: https://www.changesciences.com/trending/health-and-wellness-web-site-user-experience-2014. The following sites are covered in the research: AETNA, Avera Health, Christiana Care, Cigna, Henry Ford LiveWell, Humana, Kaiser Permanente, Mayo Clinic, UnitedHealth Group, and WebMD.

About Change Sciences
Change Sciences is a group of qualitative researchers, data scientists, and software engineers dedicated to helping organizations measure and compare how people experience web sites. It counts 18 Fortune 100 companies as clients and has completed more than 700 projects in the last five years for clients in financial services, healthcare, entertainment, travel, government, e-commerce, and e-learning.

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SOURCE Change Sciences