Metrics You Might Want to Take a Closer Look at
It goes without saying that the metric most people will monitor is the number of visits their website receives. This is closely followed by the bounce rate. Whilst these are two very important metrics that help give a general understanding of a website’s performance, there are other metrics that are of importance.
Below are some additional metrics of interest that provide invaluable insights on your website’s performance:
Pogo-sticking
Pogo-sticking is where a user clicks on a result from the search results, lands on the page, but then quickly navigates back to the search results. When users act this way towards a site it can be an indication that the page they landed on wasn’t relevant or high quality. Actions like this might be harming you Google rankings, so how can you reduce this activity:
- Improve page load time – nothing is more frustrating than a page that takes too long to load, and users will be navigating off your site if that is the case.
- Make sure your on-page SEO has been optimised correctly
Dwell time
Dwell time is the amount of time a user spends on your website before navigating back to the search results. The longer a user spends on your website is a clear indication to you – and to Google – that the result presented to the user from the search results was valuable. If a user navigates to the website, and visits other pages of the website, this too is also an indication to Google that your website is beneficial to the user. So how can you improve the dwell time on your website:
- Update the quality of the content on your website – if you are using old generic text or old images, it will be necessary to update this to keep users interested in exploring your website.
- Add additional links to other relevant pages on your website – if a user lands on a treatment page, adding links to other pages that users might be interested in e.g. smile gallery will help keep them on the website for longer and increase their interest in your practice.
Conversions
This is by far the most important metric.
It’s great gaining large amounts of traffic! But, if people are not sending the practice a contact form, or picking up the phone, then it is possible that the website isn’t performing as well as it should.
There are multiple ways to measure conversions. One way we gain an understanding of a site’s performance is the number of contact forms it generates, and this is simple to measure. However, what is more difficult to measure is if a user called the practice. Whilst we do have packages that include call tracking, for the most part we ask the practice if they can ask patients how they found the practice when they call. This gives us an indication of how well the website is performing for you, and if there are elements of the marketing strategy or website that need to be changed to improve this.
If you would like to know more about how Dental Design can help your online marketing, please feel free to contact us on 01202 677277.
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