You probably already know that a strong, credible website full of high-quality content is essential to growing your dental practice. What you might not know, though, is how incredibly important it is to track your website’s performance, or how to go about doing that tracking. Here is what you should know.
Why Do I Need Tracking?
Tracking performance is the only way to understand what is working on your website and what still needs tweaking. Without tracking, you might get only a small trickle of new patients and have no idea why. Or you might suddenly get a flood of new patients, but have no idea how to replicate your success. Website tracking lets you monitor the performance of different content pages, promotions, and advertising campaigns over time to enhance your ROI—the return on your investment of time and money.
Google Analytics is arguably the very best way to track your website’s performance. You can drill down to specifics that let you optimize your website to maximize its success. Here are a few things to pay attention to in Google Analytics:
Website Visitors: One of the most basic but most important statistics is how many new and returning website visitors you have. If this number is low, you will need to find a way to drive more traffic to your site.
Page Views: Learning which pages receive the most views helps you narrow down what your visitors most want to see.
Traffic Sources: Understanding how website visitors got to your site helps you identify where to focus your marketing efforts. Direct traffic refers to the users who physically typed in your website domain. Referral traffic represents users who came via a link from another website. Other traffic sources are social networks and search engines.
Keywords: Learning which keyword phrases people used to find your website can help you optimize underperforming pages by including similar keyword phrases on them.
Conversions: Conversions are the website visitors who actually take action such as making an appointment or filling out a contact form. Ideally, you will have a high percentage of conversions compared to your total number of website visitors.
Average Session Duration: This lets you know how long the average visitor spends on your site. A longer average session duration means that visitors find your site engaging and helpful.
Bounce Rate: The bounce rate tells you what percentage of people arrive on a particular page of your site and then leave immediately. A high bounce rate on a page with basic information such as your phone number makes sense, but a high bounce rate on a page filled with content could indicate a technical issue.
Phone Call Analytics
Many people prefer to call to make a dentist appointment rather than handling it online or walking in without an appointment. Therefore, it is helpful to add phone call tracking to your website. This lets you know when a patient calls you based on your website. You can then add phone call conversions to your website conversions to get a better understanding of how many website visitors actually take action after viewing your site.
Ask New Patients for Information
An old-fashioned but highly effective way to track your patients is to simply ask them how they got to you. Consider adding a short section to your new patient paperwork that asks simply how the patient heard about your practice and whether he or she visited your website.
Ready to Get Started?
If you are interested in learning how to take your dental practice to the next level, please contact Ascent Dental Solutions today at 413-224-2659 to learn how Dr. Coughlin can help.