Top Three Metrics: Data is Everything
Data is the pulse of any business. No, I’m not talking about the android. I’m talking about the essential numbers that tell you how well your practice is doing. Where are you rockin’ it? Where do you need to shore things up?
Obviously, your key engine for reaching potential new patients is your website. Simply having a website...it’s a nice start. But is it working for you the way you need it to be, in terms of engagement and conversions? You can’t begin to assess that success without understanding the KPIs (key performance indicators) for your practice. That’s why we’ve put together some key metrics you want to be watching to make sure your website is putting new patients in your lane.
How many visitors are coming to your site? Where are they coming from? Are they local? Can you be sure that traffic is relevant to you? New patients aren’t going to come from three provinces over. Understanding your traffic is crucial.
And when it comes to your neuro-optometric or vision therapy services, you’ll want to pay close attention to which pages people visit. Make sure that it’s easy for the right audiences to find what they’re looking for.
For specialty services, you’ll also want to pay attention to direct landings—people arriving at specific pages directly from their Google search. Are there landings directly onto your specialty pages? If not, make sure you have the breadth of content necessary to draw as wide an audience as possible. Keep in mind, the content relevant to a post-concussion sufferer is quite different than what you use to attract, say, a parent concerned about their child’s amblyopia. You should have separate pages on your website to address the different but still relevant searches that potential patients are making.
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This metric refers to how many people land on your website only to immediately leave without doing anything such as scrolling down, going to another page, etc. So, what counts as an acceptable bounce rate? This can vary based on location and whether or not you are running PPC ads, which tends to push it up. In general, a reasonable bounce rate is about 50% and 60% if you are running ads. Much higher than that, and you need to consider whether you’re providing a good user experience.
If your neuro or VT-focused pages have a high bounce rate, take a look at the page, how quickly it loads, whether the information a visitor may have searched for in Google would be easily found on your page, etc.
Of your website traffic, what percentage is actually booking appointments? If you aren’t tracking this, you have no idea how your website is performing. For general patients, a 3% conversion rate is fair. 11% is amazing.
Tracking conversions for high-revenue, low volume appointments such as neuro-optometry is a little bit trickier. Naturally, the rate of specialty patients will be low compared to general eye care. At EyeCarePro, we use a different tracking number for specialty appointments, and a neuro/VT marketing specialist will listen to the recorded calls to that line to see how many appointments are booked that way—and also to see whether improvements can be made to how staff handle these more technically demanding calls. We also monitor the appointment form submissions to see exactly how many monthly appointments for neuro optometry are generated that way.
So, How Is This All Tracked?
Well, you’ve got to have Google Analytics set up correctly, and tied to your online scheduler and call tracking numbers, if you really want to keep on top of the data.
At EyeCarePro, we make sure that all our marketing clients have clear data presented through transparent monthly reports, with additional reporting for optometric medical specializations. We work unceasingly to make sure the numbers are stellar, applying all of the best approaches for online presence building and advanced SEO strategies fine-tuned to optometry.