Dental Online Marketing: What Website Metrics Should You Track?
Online marketing can get super confusing if you don’t know what to track.
Should you try to boost website traffic? Or should you focus on conversions? Or maybe even metrics like time-on-site or bounce rate?
If you don’t know how to make sense of all your website data, it becomes almost useless. Today we’re going to take an in-depth look at deciphering website analytics for dental professionals with some help from our friends at DoctorHero.com. We’ll show you how to take a jumbled mess of data and turn it into actionable insights for your practice.
1) The Top-Level Information
First off, when trying to break down the success (or failure) of your online marketing efforts… start by taking a look at the more general over-arching stats. These include features like website traffic, bounce rate, and your overall conversions for the month. If you haven’t started tracking conversions… it’s time to get on that. Because if you don’t know how well your website is performing, you won’t be able to improve on it. Similarly, if you aren’t conversion tracking, your marketing efforts will be wasted because you’ll never know what specific pieces of your marketing funnel require improvement.
2) Getting Into The Heavy Stuff
After setting up your website tracking correctly, now you can start gathering actual information and insights from the data.
During this phase you should be looking at a few key areas: conversion rate, what pages on your site drive conversions, and what traffic sources are driving your most profitable source of traffic.
The idea in this stage of the process is to identify your most profitable marketing channels. Often there will be a small segment of your traffic that is driving the vast majority of your conversions. Remember: Conversions are a measure of how many people take the desired action that your website is intended to accomplish. That could be anything from sending you a request for more information through a contact form or even giving you a phone call.
To recap, first you need to keep an eye on how well your marketing efforts are performing on a macro-scale (with things like overall traffic and conversions for the month) then you can look at individual marketing channels (like referral traffic sources, or which pages drive the highest conversion rate)… and that leads us to the third part of smart website data analysis.
3) Turning Data Into Actionable Insight
Now that we know what to track, what to look at, and how to gather information about your online marketing efforts… you need to put that information to use. Once you have done a thorough analysis of what traffic sources are driving the most traffic (it’s also worth remember the quality of the traffic being sent) and what pages or sub-divisions of your practice drive the highest conversions… it’s time to focus on those key areas.
Essentially, you should double-down on the high-performing marketing channels that are growing your business, and cut out spending (whether it costs time or money) on the lowest-performing segment of your marketing efforts. This way, you can continuously improve your marketing efforts by testing new strategies and methods and only sticking to the best-performing ones over time.