Analysts at Kokoc Group audited 50 top-ranking medical clinic websites in Moscow, revealing a significant disconnect between user behavior and site optimization. While 75% of traffic to these sites originates from smartphones, the underlying conversion logic and advertising budgets remain heavily focused on desktop users.
Mobile users often visit clinics to research symptoms or answers, with 70% starting on informational pages compared to 53% on desktop. However, technical barriers hinder conversion: 55% of homepages take over three seconds to load, and 25% of sites fail to pin navigation headers, forcing users to scroll back up after reading long articles.
Conversion issues persist in contact methods. While 13% of sites lack phone numbers in the mobile header and 6% have poorly placed buttons, only 20% offer full online scheduling. Most rely on callback forms, which see a 20–30% conversion rate to appointments, compared to 70–90% for direct scheduling.
Despite mobile accounting for 70% of advertising budgets in the sector, some clinics reduce mobile spending due to perceived inefficiency. Kokoc Group experts emphasize that mobile and desktop are part of a single funnel, where the mobile version serves to retain users and guide them toward final decisions.
