When was the last time you seriously took a look at your practice's website and digital analytics? Do you review your data on a monthly basis, and evaluate what that data actually means to your bottom line or ROI?
Here at MD Media Experience we place analytics at the forefront of every marketing decision we make for our clients. In fact, we're so seriously about our analytics that we ask every client to devote 15 minutes each month (or quarter) to do a screen share with us to review what has been accomplished in the past 30 days.
Below is an example of how we review analytics with our clients.
Where to Begin
We often hear the same story from new clients: "I just don't know where to begin!"
Getting started is a lot easier than you might think.
We recommend you first install Google Analytics. It's absolutely free, and the gold standard in our industry for tracking website metrics. If you do not have a marketing company to do this for you, Google has a tutorial to get you started.
Once your Google Analytics account is created, we highly recommend the Monster Insights plugin for WordPress websites. You'll have Google Analytics installed on your website in just a few clicks, and a breadth of tracking options at your disposal.
If you have any questions about how to install Google Analytics or configure your website to track properly, we would be happy to help! Feel free to contact us and we'll help you out.
Which Metrics Matter
"All of them!" - Just kidding. Sort of.
While it's true that you really should learn to look at all of your metrics, we can help you quickly achieve a 'big picture' view of how your website is doing without investing a lot of time to look at (or learn how to look at) the data.
Before we begin, here's a handy cheat sheet of terms for you to reference:
- Users - Unique people
- Sessions - How many times those users visited your site
- Page Views - How many pages those users looked at total
- Organic - From search engines
- Direct - Typed in your domain name or visited from a bookmark
- Referral - Came to you from a link on another website
- Bounce - Leaving before making any more page views
Once you're logged into Google Analytics, navigate to these sections.
Audience > Overview
Here you will find a quick look at how your website is doing from a macro-level. This is your 30,000 feet looking down overview. You'll find users, sessions, page views, time spent on your website, and your bounce rate.
Acquisition > Overview
Here you'll find a breakdown of your marketing channels to see which channels are bringing your website traffic. You'll see how much of your traffic comes from organic, referral, direct, and perhaps even paid channels.
Behavior > Site Content > All Pages
This is your overview of all pages on your website. This is a good way to take a quick top-down view of which pages are receiving traffic, along with other metrics such as time spent on them.
Insist Upon Setting "Goals" in Google Analytics
Google allows you to set "goals" in your Analytics to track the completion of certain objectives. In its simplest form, goals can be used to track when a contact form is filled out. At a bare minimum we suggest you work with your marketing company to create and measure goals.
Once your goals are set, you can view the completion of these goals under Conversions > Goals > and from there you can look at the overview or dig deeper if you're feeling really adventurous.
What Gets Measured Gets Managed
... or at least it should.
MD Media Experience specializes in digital marketing analytics, and we're on a mission to help medical practices realize their potential for achieving a better return on investment. If you need help setting goals, measuring them, and achieving online success for your practice, please don't hesitate to contact us for a free, no obligation consultation.