Utilizing Analytics to Identify Trends in Residency Program Website Visits

Introduction Most medical residency training programs maintain websites to provide content for audiences including current residents, prospective residents, and medical students. This study seeks to characterize when and how a residency program website is being accessed in order to identify the primary audiences to provide appropriate and timely content. Methods The authors examined website analytics at a large urban Accreditation Council for Graduate Medical Education (ACGME)-accredited post-graduate year (PGY)1-PGY4 emergency medicine residency training program website. Analytics were performed from July 1, 2016 to June 30, 2018 with daily traffic cataloged along with referral sources, page views, and device type used to access the website. The top five dates by daily traffic were further analyzed with daily traffic trends during the residency interview season. Results There was an average of 45.8 unique visitors daily with 261.5 daily page views. Computer (67.2%), mobile device (29.6%), and tablet (3.1%) were the most common devices used for viewing. The most popular content areas by page-view were “people” (68,987 visits), “home” (38,569), “clinical curriculum” (35,556), and “medical students” (14,461). The five most-visited dates were all related to application processes including the opening of the Visiting Student Application Service (VSAS), the Electronic Residency Application Service (ERAS), and Match Day. During the interview season, peak visits occurred the dates immediately preceding interview dates. Conclusion Residency program websites appear to be accessed most commonly by medical students and prospective residency applicants. Website managers should take the needs of these audiences into account and provide appropriate content to maximally inform prospective residency program candidates.