Rule: Monitor Google Analytics as one separate source channel for success.
Whether you are a practice administrator, office manager or doctor, you should know this channel like the back of your hand. This in-depth understanding may sound complicated; however, the process is fairly straightforward and well worth your time and attention. Here is a brief overview of how to make Google Analytics work for you.
How to Use Google Analytics
The first step to understanding Google Analytics is to use the service to create four separate reports. These reports should look at the following:
Website Traffic–Your website traffic report should include:
Organic–traffic generated from organic SEO
Direct–traffic generated from patients going directly to your URL
Referral–traffic from other sources online
Social–traffic from social media
All four of these sources are integral to your understanding of where and how your patients are finding your practice.
Period Over Period–Given the seasonality of elective healthcare, evaluate your practice quarterly to understand major trends impacting your business.
Leads–Know the number of phone and web leads from each source. Additionally, you should know where the traffic is coming to you by each landing page. This will help you see if your primary procedures are driving your numbers, which is exactly what you want. If they are not, you can then create a plan to adjust.
The Visitor to Lead Rate–Of those who visit your site, how many become valid leads? A lead includes name, contact information, and procedure of interest.
Don’t Leave Money on the Table
If you know Google Analytics, you’ll be sure not to leave any money on the table, as a result of missed opportunities or a lack of clarity. With these simple steps, you can expect your practice to grow.