1 Overview Websites and digital marketing are playing an ever- increasing role in marketing and sales for senior living communities. Eighty-one percent of people research a product or service online before making a purchase, according to the Pew Research Center, so it is important to have a digital presence that tells your story and provides the information that consumers want. At Love & Company, we are continually researching new technology, keeping up on current best practices and utilizing tools like Google Analytics and heat mapping to track how senior living prospects interact with the web and digital campaigns. In this report, we explore the results of our research on digital analytics and heat mapping technology. This research provides a better understanding of website performance and the best practices for digital strategies. Google Analytics tool and Heat mapping trends provide new insights into seniors online behavior. Recognition of the following terms will be helpful as you read this research report. Organic: Describes visitors that reach the website through natural search engine listings (non-paid) as a result of a keyword search. Pay-per-click (PPC): Refers to traffic from paid search engine marketing. A visitor has typed in relevant keywords and clicked on the ad that brought him or her to the website. Referral: Describes visitors that came to your website from another website. Examples include an external blog, Facebook or a directory listing. (none): Describes visitors whose origin is unable to be traced. Examples include visitors typing the website address directly into their browser window, through a bookmarked link and where online privacy measures obscure their source. Squeeze Page: Refers to a dedicated page where pay-per-click respondents are directed. It has a limited amount of copy and the focus is on having respondents complete a form to request more information. It is also known as a landing page. Conversion Rate: Quantifies the number of visitors that submit a contact form on the squeeze page or main website as a percentage of the total visitors.