It’s 2019 - and it’s not enough to just have a website floating out there on the World Wide Web.
A website is certainly important. But just as important is taking the time to tweak and improve that site! And one of the best ways practices can work on and improve their sites is by tracking conversion rates.
However, over 90% of practices don’t do this - probably including yours! That’s unacceptable. Like we said, just having a website isn’t enough. Having an established and regularly maintained website that converts and works for you...that’s the goal in 2019. And it all begins with conversion tracking.
Conversion Tracking: What Is It?
“Conversion tracking” refers to a number of analytics and tracking methods that allow you to monitor and report on the actions users are taking on your website. There are a large number of possible conversion tracking options for the modern day business. Some businesses track purchases. Others track a request for service. Still, others monitor calls generated from a mobile search result or ad.
In the case of medical practices, a request for an appointment is often the conversion point of choice. Tracking how many people submit their information and schedule an appointment online is a fairly straightforward and effective form of tracking.
Additionally, practices that also want to optimize their sites for Google search results often focus on traffic to their blog and/or services pages. Doing so lets them evaluate what their patients are doing and reading. And once they know what their patients are doing and reading, they can use that information to modify their website and generate even more web traffic.
Some practices are doing this. But many others - possibly including you - are not.
Conversion Tracking: Why Does It Matter?
So now you know what conversion tracking is. Maybe you think it sounds too fancy for your practice? Nothing could be further from the truth. Conversion tracking is the backbone of the modern day website and website management team. It’s also the key to generating more foot traffic in your practice, for two key reasons:
- Conversion tracking lets you see where your prospective patients are coming from online. Maybe your patients are finding your website through Google search results. Maybe you have a hugely popular Facebook page, and that’s generating lots of web visits. Only by knowing where your potential patients are coming from can you create a budget and take appropriate action to make them current patients!
- Conversion tracking lets you improve your website overall. Conversion tracking data will show you exactly how your patients came to your site - and exactly where they left it. Knowing where you’re losing prospective patients is just as important as knowing where they’re coming from. By identifying a problem area on your website, you can fix it - and potentially keep those prospectives on board long enough to convert into patients!
Ultimately, conversion tracking leads to more conversions. More conversions mean more patients. More data means the more you can evaluate what’s working - and what isn’t. More evaluations mean more chances to fix web issues and target prospective patients based on their behaviors and habits.
All of this together strengthens your chances of bringing in prospective patients via online methods. And the more patients you have, the stronger and more successful your practice will be!