Data, data, and more data! Today's technology allows us, marketers, to gather as much data as we want to, with almost no limitations. Good news, right?
Only if we know how to find the data we need, interpret it quickly, and make educated marketing decisions.
In this blog you will learn …
- The most critical website metrics to follow – ensuring dental website health
- How to fix these metrics if they are under the benchmark
- A straightforward solution to always understand the most critical data
What are the most critical dental website metrics?
A critical data set for all marketing is the cost per acquisition (CPA). That is how many marketing dollars it costs to acquire a new patient. Today, we are discussing website health and the metrics that will help improve CPA. There are three metrics we watch very closely, called micro conversions. These micro conversions (explained below) all have one thing in common. Each proves there is an element of appointment intent. If your dental website is showing a high percentage of appointment intent, we know the website is healthy.
TIME ON SITE
Time on site (TOS) is how long each patient or prospect spends on your website. Tracking this number is important because it is proof of patient engagement. Evidence proves a website that has an average time on site under one minute is a clear indication the website lacks great content. From our studies, it is more likely that a prospect will book an appointment if they have spent 2 minutes or more on your dental website.
How to fix a low time on site
Analyze your content, put yourself in the shoes of the patient or prospect. Are you speaking to the right demographic with content that gets them to where they want to be fast?
Video and engaging graphics that your demographic can relate to will help TOS. Be careful that you use the video and imagery tastefully and with the right technology in place or you could do more harm than good to conversion.
PAGES PER VISIT
The majority of dental websites we analyze have 1.5-2 pages per visit. User behavior today suggests that people’s attention span is low and they want to find what they are looking for fast and efficiently. The website must be set up to match the needs and wants of our patients and prospects today. However, we also know that a prospect that visits more than 3 pages per visit is showing intent to book an appointment. After viewing 3 pages we know they are highly engaged and doing extra research to make their buying decision. With this knowledge we also can determine they are lower in the buying funnel.
How to fix low pages per visit
Are call to actions contrasting throughout the page? If the “Request An Appointment” button is hard to find and jumbled in with medical jargon, prospects will move on to a site with a simple user experience.
Look at your color scheme and ensure the appointment buttons pop.
Is your navigation giving your prospects an easy way to surf your site? If they want to learn about the practice and cant find an “About Us” link, you can bet they will move on. “About Us” is the most viewed page on a dental website – make sure it’s there!
‘CONTACT US’ PAGE VIEWS
When a prospect views your contact page, it’s likely they are … contacting the practice! In turn, when developing the website, our goal is to funnel the user experience to a contact page and track the page visits closely, proving a success. We take this micro conversion seriously when determining if your dental website is healthy or not.
How to fix low ‘Contact Us’ page views
Websites with a user experience that is not intuitive to a user will draw low “Contact Us” page views. To improve user experience, we must analyze multiple data sets. Scroll patterns, click tracking, and funnel concepts all must be considered. Marketing agencies that are successful with website conversion will be tracking all of this data and can make the correct changes to bring your dental website more “Contact Us” page views.
WHERE DO I FIND THIS MICRO-CONVERSION DATA?
At Patient News, we have been working with dental practices for 26 years, and we understand the need to track data but more importantly pull the most important metrics to the forefront that will help a dental practice grow and thrive in competitive markets. Practice ZEBRA™, a dashboard for dentists, will give you a dental website conversion percentage in one view to understand the three metrics covered in this blog. We call it conversion rate. The algorithm pulls in the 3 data sets (time on site, page views, “Contact Us” page views) and displays a percentage.
Websites with a 40% micro-conversion rate or higher gives us the green light on a healthy website. When our clients are below this percentage we have to analyze the user experience and overall design to make decisions on how to improve.
IMPORTANT SIDE NOTE: Websites that utilize a paid media strategy like Google ads tend to see lower micro-conversion rates as ad clicks can bring higher funnel shoppers. These prospects are not always ready to convert as it’s early in the decision process, in turn lowering micro-conversion percentages.
With access to our leading-edge Practice ZEBRA™ dashboard, you will have the chance to view this data 24/7 from any device, ensuring a healthy website.
A conversion rate is only ONE small piece of important data Practice ZEBRA™ provides. We connect directly into your practice management software, pull the most critical metrics so you, along with a Patient News marketing consultant, can make educated marketing decisions.
To find out more, connect with us for a free demo!