Measure Twice – Cut Once

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When you fit a pair of eyeglasses, do you just eyeball someone and guess at their PD and seg height? Or do you actually take a PD stick or better yet a good pupilometer to take precise measurements? When you hire a carpenter to do some work on your home or office, do you expect them to eyeball the work that needs to be done or to measure everything accurately?  We not only measure things well for our customers and patients, but expect those who work for us to measure their work accurately too.

Yet I am amazed at how many practice owners who have no idea how to measure how their website works for them. We can discuss all day long the why this color combination is more productive than that combination, yet the proof is in the analytics. Even before Edward Snowden revealed that the NSA is looking over just about everything we do online and keep a record of everyone we call, those who take their websites seriously have known that every click on the internet is measured and recorded. The results of those clicks to each site are reported in your web analytics.

You don’t have analytics? Hold your hand out while I ask Cathy to dress up as a nun to rack your knuckles with a ruler. Shame on you. You should be measuring who comes to your website and what they do with it….or you should hire someone to do that for you at the very least.

Google has an analytics program that is available for free. All you need is a free Gmail email address. You embed the Google Analytics code onto the pages of your website and starting the very next day, you will have stats on what is happening on your website, where your visitors come from, how long they spend on your site or any given page and so on. Google even measures bounce rate, which measures how many people never went further than your 1st page, only to close their browser or move on to another site.

Google Analytics will measure new visitors versus returning visitors. It will measure whether people came in directly by typing your web address, from a referral site or story (such as the link below this article) or from a search engine referral.  There is a tremendous amount of information to be gleaned from your website analytics and used correctly can help you improve your website.

Audience Overview   Google Analytics1

 

Daniel Feldman, is a co-founder to the Visionaries Group, an optical consulting firm specializing in helping eye care practices achieve success at the.vg or on Facebook.

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