Following a surge in web traffic during Week One, likely boosted by curious visitors not intending to enroll at that time, Week Two saw visits to Healthcare.gov decline by 56% (down to 4.13 million unique visitors) as curiosity faded. Week Two (ended October 12th) also saw evidence of improved site performance, as more visitors moved successfully through the application process.
- 46% of consumers attempting to register on Healthcare.gov during Week Two were successful, up from 27% in Week 1
- Eligibility application starts rose 88% to 368,000
- Total completed applications rose 31% to 47,000
This research is based on data from the Compete panel of 2 million US consumers. The data are weighted, normalized and projected to represent the US Internet population. For this analysis, we measured the number of people visiting various pages on Healthcare.gov, and then projected the incidence of this behavior.
As VP of Millward Brown Digital’s financial services, retail and consumer products practices, Matt is responsible for vertical growth and strategy and the delivery of digital insights and best practice marketing consulting to leading Fortune 500 advertisers. Follow Matt on Twitter @mattpace.