Web Analytics Services Company

Web Analytics: Finding What Works for Your Website

Web analytics is a process of ongoing research to track the effectiveness of a website or any of the various features it contains.  Since Google is always measuring the number of clicks each link receives, which web pages link to which others, and how long each visitor to a given page remains there, the science of web analytics enables businesses to use this information to make their websites do a better job of meeting users’ needs.

Google and other search engines use a set of criteria (an algorithm) to determine how they rank websites on search engine results pages (SERPs).  Search engine optimization (SEO) is the process of designing or modifying a website to bring it closer to the top of the list of search results, ideally appearing on the first page of results.  Web analytics gives website designers valuable insights into how to make their sites perform better on a variety of measures.  These are some of the things that web analytics can measure, all of which are important concerns for SEO:

• How many visitors a web page receives
• How many times each search query or keyword leads to a web page
• Which keywords lead to competitors’ web pages, even if they do not appear on your page
• How long users spend on your site as a whole or on each page
• The conversion rate of a landing page

Web analytics measures the above indicators both in terms of raw numbers and in terms of ratios and percentages.  Because people are constantly conducting Google searches, web analytics concerns itself with moving targets.  It tracks the above measurements over time; web designers and marketers interpret the data and find ways to follow or influence trends in the behavior of Internet users.

Google Analytics is the world’s leading web analytics service. High Converting Media uses Google Analytics strategically to help you make the best evidence-based decisions about your website and your marketing efforts.

On-Site and Off-Site Analytics

A comprehensive web analytics strategy measures users’ engagement with your website as well as with your market sector as a whole.  The indicators related to the overall online behavior of your target audience are known as off-site analytics.  Your off-site analytics strategy might keep track of the most frequently searched keywords related to your subspecialty of medicine.  By keeping track of how many people in your geographic area are entering search queries related to your practice area (such as “gastroenterologist near me,” “prescription drugs for acid reflux,” or “treatment for IBS”), you can get an idea of how much untapped demand there is for your services, which is the first step to finding a way to reach new clients.

On-site analytics deals with users’ interactions with your own website and its component pages.  It measures the number of users that view each page and the links they follow to reach it, the amount of time they spend on the page, and the conversion rate (the percentage of visitors to a page who contact the business) of each landing page.

Web Analytics for Business Owners

Medicine is a highly competitive field in terms of attracting web traffic.  There are only so many clients in your city who need to see your business and not seeing one isn’t an option, so they will either go to you or to your competitors. Therefore, having the best and most relevant website is all the more important.  If your website is visually appealing and if it loads quickly and formats properly on computers, smartphones, and tablets, you are off to a good start, but that should be the baseline for websites, not the ultimate goal.  Web analytics can help you determine how to optimize your website for search engines as well as for prospective clients.

The best websites are not only nice to look at and easy to navigate, but also build trust with the people who visit them.  You may have heard that content is king, but content does not turn Google users into visitors to your website or visitors into new clients by its mere existence or by its volume.  Likewise, it is not enough for your content to be grammatically correct and easy to understand if you are merely guessing about which questions people will be trying to answer by navigating to your site.  Website analytics for business owners can help you find out what kinds of information your prospective clients are trying to find.

How Does High Converting Media Use Google Analytics to Improve the Performance of Your Business Website?

Many business owners, in the healthcare field as well as in other industries, have tried to use Google Analytics to improve their business websites, but they quickly become overwhelmed by too much information.  So many tables and charts are changing in real time, so which information do you use, and what lessons do you learn from it?  In many cases, the best solution is just to put your efforts into running the best practice you can and to leave the website analytics to the experts.

The website analytics professionals at High Converting Media use Google Analytics and other analytics tools to find out the ways in which your website is missing out on web traffic that could lead to contact with new clients and to identify ways to convert the visits to your site into leads that will begin a new business owner-client relationship.

High Converting Media will track the phone calls and online form submissions from your website to your office.  We will also keep track of the traffic to your website, whether directly through Google searches, through search engine advertisements, or through links from other sites.  Even better, we will build a customized analytics dashboard for your website, so that you can see which data we are tracking and how we are using it to inform our recommendations for your digital marketing strategy.

Marketing is exceptionally competitive because all the business owners in your area are competing for the same clients.  On-site analytics is an essential part of the comprehensive digital marketing strategy of any practice, along with SEO and pay-per-click advertising.  Contact High Converting Media to get started building a digital marketing strategy based on website analytics for your practice.