It’s easy to brag that you get thousands of visits to your medical website each month, but is it quality traffic? Are you using analytics to find a high-quality audience, or are you settling for a high number in the total visitors column and assuming your website will convert sooner or later? This is an important question to ask yourself when spearheading your own Medical Marketing strategy. For many, Google Analytics is the preferred tool for gathering information about your website. While there are a number of other tools that will gather this information, Google Analytics has been the go-to-source for this information and has proven the most reliable. That being said, it’s important to know what is available in analytics that you may or may not be using to gauge the success of your marketing.
By actually analyzing the large amount of data that Google Analytics provides, you can get a better idea as to marketing strategies that have worked, and strategies that have not. For example, do you know how users are finding you? Are they finding you in search? If so, what search terms are delivering visits? This is a just a small portion of the amount of information that you can find in analytics. Below, you will find the top 5 basic things that you will find on Google Analytics, besides the total number of visits, that you should be monitoring.
- Average Time On Site – This is a great way to measure how engaged the average user may be. Are you ranking for a term that doesn’t really have to do with the services you offer? It’s more common than you might think. For example, someone could be searching for the best tooth-whitening toothpaste and land on a dentist’s professional teeth whitening page. While this is a generally positive outcome, the likelihood that they will immediately leave the site is much higher. Using this information, you can change your keyword targeting to “Professional Teeth Whitening” to ensure that you are capturing the right audience.
- Landing Page – You might not think this is important, but knowing where people are entering the site is important. Not all visitors to a medical website will begin their experience on the home page like you may want them to. They may land on a procedure page, or a blog. By knowing where users begin their experience, you can customize the navigation of the site to drive visitors to different areas of the site and improve engagement. Are you relying heavily on blog tags and categories to drive traffic to your site? If so, what is the user experience like once they’ve landed on a tag or category page? The more important question to ask yourself is, if you took your focus off of tags and categories, and spent more time optimizing specific landing pages, are you willing to accept fewer visitors to your site that are much more likely to convert?
- Referral Sites – Not all traffic to a medical website will come directly from search. If external marketing efforts are driving traffic to your site, it’s important to measure the return on investment. If you are running an advertising campaign with Groupon, looking at referral sites can help you to determine if this particular idea was effective. Also, if you’re paying for a directory listing, or you have purchased banner ads on other websites, the referral sites data in analytics will tell you if these investments are worth the money.
- Mobile Overview- As the number of visitors from tablets and smart phones increase, it is important to understand how much traffic is coming from a mobile device. This information is going up across the board, but you might be surprised to learn that 25% of all healthcare related website traffic is coming from mobile devices. If you are seeing a significant amount of traffic coming from mobile devices, this will drive home the importance of having a mobile site built with responsive design.
- Geographical Location – If you know that you want to geographically target certain areas with SEO, do you know which cities, and do you know how to track your success? Google Analytics also tracks where website visitors are physically located and reports that information. For a dentist, they may want to create a tighter geographical area to target, while a plastic surgeon may want to create a much larger reach just based upon the nature of their medical practices. While people may be willing to travel further for plastic surgery, the same may not be true for dentistry. If you are a dentist that finds a significant amount of your website traffic is coming from surrounding cities, and you’re not seeing an increase in patients, it may be time to reassess your marketing strategy.
While Google Analytics offers much more data to comb through, these five basic examples of additional data can give you a great perspective on your current medical marketing strategy, and the additional data could lead you to even manipulate your current strategy. Paying close attention to these additional factors will help you to attract potential patients that are much more likely to convert once they reach your medical practice website.
If you don’t know if your current medical marketing strategy is working to the best of its ability, or if you are looking for someone to manage the massive amount of data that is generated by analytics tools, give Omni Medical Marketing a call. Our team of trained marketing professionals can help you to analyze the data to determine what things you may be doing right, and what things you may not be doing as well.