A subject that comes up frequently is how do you know if your website is working? How do you track and what are people clicking on? How do I get found? How do get more hits on my website? How does can analytics help me market my office?
Your website is more crucial today than ever before. The consumer is searching online, you want to be found on at least google page 1 or 2. Page 3 is like Siberia. You can find out consumer behavior, what they like and dislike
Most webservers (Blue Host, Host Monster) have statistics for Free (AWstats). GoDaddy does not. You can also install Google Analytics (FREE) on your site. There is a difference between the two, but both will give good insight as to who and what is going on with your website or blog. Note; you should have the login to your server (See post: Held Hostage)
We are only going to show you a few examples of the information you can get from Google Analytics. If you are using Google AdSense, you can also track it. If you are having an event, you can track that. You can even track how many visitors are on your site at any given moment.
1.) This is what your dashboard looks like on Google Analytics. ‘At the moment’ there were 5 people on on our blog.
2.) You can enable Gender and Interest if you wish. How would this effect your product purchases and who you market to?
3.) This is what a Blue Host (Web Server) Year To Date Hits Looks like. Through their Awstats you can also find demographic information, referrals etc.. as seen on the Google Analytics below.
4.) This is a what the Google Analytics Dashboard looks like. A Quick overview on Hits, new vs returning, unique visitors. The Sidebar of google analytics has drop down menus (shown).
What to look for; How many hits a day are you getting. When are you getting them? Where they are coming from, referral sources. You can sort by day, month etc. Is this important? Yes of course, you should want to know how many hits you get to your website, that is the only way you know that it is working for you.
5. How important is making your website mobile friendly. Hard to read but over 50% of these hits to this particular eyecare professional are coming from a mobile device.
6.) Are browsers important? We look at them, because if your patients are NOT updating their browser, (like Explorer) they may not be able to use your site. Our first 3 years of blogging, we had this happen. Explorer (IE) updates were awful and we constantly received emails they could not read our site. Be aware of this. When we make any changes now, we have our IT guy test the site on Explorer 6,7, 8.
7.) Is Geography important? You Bet, you can drill down the geography to actual cities. Who is hitting on your site. If not from your particular area.. you should rewrite your webpage to include those areas. Add Google Mags and any other geo locator.
If you continue to click on the city or state it will continue to drill down your geo-location. How would effect who you target market to? Consider key words when you marketing and in your website scripts.
8.) How Do they find you? This is where keywords work. Optometrists in Chicago, sunglasses in Yonkers New, optician in Lake Oswego, Oregon.. This is the primary reason to put a blog on your website. See (Content Marketing) Blogging adds key words to get found in search engines. (Some data has been whited out due to Privacy Issues)
9.) This is a crucial area and one where you can really track where your hits are coming from. Is Facebook working for you? Is Pinterest? Are they coming directly through your site or best yet, is is google organic? Yahoo? Bing? Or other sights.
10.) Under Behavior on the Sidebar: It will tell you Content, Landing pages and Exit Pages. What pages are they landing on? What pages are they exiting. What does this tell you? What people are searching for online, what content is coming on search, what pages are they reading, what pages are they NOT reading. This will help determine what content is working for you and content that is not be found and you can refine on your website.
11.) Under Behavior: Site Speed: Nothing is worse than a site loading, loading and loading. NOBODY wants to wait anymore. We know our websites are slow, because we use lot of big images. Big sites such as google and yahoo load in 1 second, yet eBay and Amazon load in 5 seconds. The larger the website, the longer it may take to load. According to some studies, people expect a site to load in 2 seconds and if it doesn’t you chance the fact they might leave or tell a friend about a poor shopping experience. You can search online for sites that will rate your site loading performance for free.
This is a partial overview as there is a ton of information on Analytics. Your website is your #1 way of referral online. If you are not watching it personally, how do you know it’s working?
Eyeing Analytics Tips
1.) Get in the habit of reviewing your Analytics weekly. Do not leave your site analytics solely up to your IT person, or if you do, you have them send you a weekly recap of key areas of importance. (There is a share button on Analytics)
2.) Know how to access your Analytics and Webserver.
3.) Using Analytics, review each page of your website. Fine tune your pages with content or keywords.
4.) Add location based platforms to your site.
5.) Study your basics first and continue to add in more data as you evolve.
6.) Know Google Analytics is constantly evolving and changing.
7.) Use your web server stats as well.
8.) Get staff input, frequently they are the ones who find out from patients website feedback. Always good to get a fresh eye on content.