Increasing the online visibility of your plastic surgery practice means making use of all the available tools at your disposal. Creating a sleek, inviting website incorporating compelling content to tell your story is only half the battle. You also have to be able to keep track of your website’s performance to stay ahead of the competition and continue to improve. With over half of marketers saying they have difficulty measuring ROI on mobile browsing, it is more important than ever to know how your site is performing. Luckily, Google Analytics makes it simple for someone with any level of digital expertise to easily track their progress. Here are a few answers to frequently asked questions to get you started with this incredibly useful application.
What data can you see?
Google Analytics allows you to gain very detailed insight into who is viewing your website. Not only can you see the raw numbers, but visitors are broken down by location and demographics, giving you knowledge that can be used to improve your site’s performance in the future. Analytics also shows behavior reports, so if you have a popular blog article about the benefits of cool sculpting, for example, you will know that this kind of content attracts readers in the future. Conversion reports also show the most used conversion paths among visitors to your plastic surgery website.
How do you set up an account?
Setting up an account with Google Analytics is a relatively simple process, and a free version is available at google.com/analytics. You can then add a “property,” or website, to your account. Analytics will assign a tracking code to the website and use it to gather information. Keeping your account organized will help you quickly and easily access the necessary information Analytics collects about your website performance, such as AdWords traffic, page visits, and bounce rates. You can create and use “views” to see specific sets of data from your website.
Why should you set goals?
Increasing conversion rates is the main objective of any website, and Google Analytics makes it very easy to track your progress. Set up a “goal”—a certain action performed by a user—to get conversion reports you can use to boost your performance. Examples of goals include: playing an informational video about a procedure, downloading a free eBook, spending a certain amount of time on your site, or viewing a set number of pages. Knowing the exact numbers will help you to determine how valuable each blog article and before-and-after photo is to your overall conversion rates going forward.
How can you find out more about keywords?
Knowing the effectiveness of each individual keyword is vital to the success of your digital marketing initiatives. In 2011, Google eliminated its reporting of organic search queries from signed in users in the interest of privacy, meaning it can be difficult to determine the keywords used. You can receive more detailed reports on keywords, however, by linking your Google Analytics account to Google Search Console. This will display click through rates and let you see how frequently your site appears in Google search results.