In 2015, there were more than 195,000 dentists in the United States. For your dental practice, that means one thing: competition.

So, how can you stand out from the crowd? One great way is through digital marketing and by tracking your web metrics.

But if you’re not a digital marketer, how can you know what metrics to track? It can be confusing.

That’s why we compiled these 10 web metrics your dental practice should be tracking for optimal success. Check them out below!

1. Traffic Sources

Let’s start with the basics. Your traffic sources are one of the first metrics you should look at.

Basically, traffic sources are the channels that people go through to get to your website. Often, these include social media, direct traffic, organic search, and referral traffic.

This will tell you how your different marketing efforts are working, and it will help you know which areas you need to improve.

2. Bounce Rate

When it comes to your website, a bounce is when someone leaves your site after viewing only one page, and when someone bounces quickly, that shows Google that your site wasn’t what people were looking for. This results in a decrease in your Google rankings.

As you know, when your Google rankings go down, that will also mean a decrease in your organic traffic.

Always be conscious of a sudden spike in your bounce rate. This could mean your site is experiencing technical difficulties or that one of your pages is down.

3. Unique Visitors

When it comes to web analytics, unique visitors is the number of people who visited your site during a specific timeframe, and it’s the count of individual people that came to your site. So even if the same person comes more than once, it only counts them once.

This will give you an idea of the size of your audience. As you’re investing more and more in marketing, your number of unique visitors will help you know if your efforts are correlating with an increase in traffic.

This is especially nice when you’re doing offline advertising. For example, if you have a billboard that goes up in July that invites people to go your site, you’ll want to see if your traffic goes up as well.

4. Demographics

Demographics is another metric that you can track in Google Analytics and in other analytic platforms. In Google Analytics, you can see information such as gender, age, and location.

You can sometimes even see interests, based on the types of pages your visitors look at throughout the internet.

Think about it: With traditional offline advertising, you would have never gotten this type of data, but with online marketing, you can literally know the gender and age range of your Web visitors.

This information is so helpful when crafting your overall marketing strategy and will help you make informed decisions as you move forward.

5. Conversion Rate

Any marketing campaign with a conversion goal will benefit from knowing the conversion rate, but the truth is that only 22% of businesses are happy with their conversion rates.

Also, keep in mind that a conversion doesn’t have to just be a sale. It’s simply the final action performed by someone. This could be a sale, registering for your email list, or downloading an asset.

Knowing your conversion rate will help you see if your campaign is successful or not. With analytics, you can also see which traffic source is converting the most traffic. That way, you can better direct your marketing spend.

6. Pages-per-Session

Interested in knowing how many pages people are looking at while on your site? Pages-per-session is the metric you need.

This is helpful because it lets you know whether your SEO efforts are effective or not. If they are effective, you’ll see this because you’ll have higher levels of pages-per-session. This is because you can see that your web visitors are engaged with your content and this means they’re more likely to also convert.

7. Cost-per-Conversion

Are you using Facebook or Google ads in your marketing mix? If so, you should pay attention to your cost-per-conversion.

This figure will take the amount you’ve spent on ads over a certain time period and then divide that by the number of conversions you’ve gotten from them. This way, you can see how much it’s costing you to get a conversion.

If it’s high, you know that you need to adjust some things to make it more effective. If it’s low, you’re right on track!

8. Average Session Duration

This figure will let you know how long people are spending on your site before leaving. The longer someone stays on your site, the better. This is because, during that time, they’re reading more content and learning about your products or services.

These actions make them more likely to convert. This metric is also nice because it can show you the duration for each page so you know which pages are working best for you.

Check out our blog for more dental marketing tips.

9. Exit Pages

An exit page is the page someone is on when they leave your site. You should look at your exit rates for your pages.

Some pages are expected to have high exit rates, like a thank you for purchasing page, but a lot of your pages shouldn’t have a high exit rate. If they do, this could be an indication that something is wrong on those pages. Why are people leaving? Is the information not relevant or not what they were looking for?

Try fixing these issues as soon as possible.

10. Top 10 Pages

Last, but not least, check out your top 10 pages. This will show you the ten pages that get the most time on your site.

This shows you what pages are the most important to your visitors. This is also great information because it shows you where to focus your efforts.

You should do everything you can to make sure these pages work perfectly and have the best content possible.

Final Thoughts

Well, there you go! There are the 10 web metrics that every dental practice should be tracking.

Watching these numbers will give you great insight into your customers and about how to make your website more effective.

Need help with your digital marketing? Contact our team today.

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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