Google Analytics is a free website tracking program, to use it you’ll need a Google account setup (like gmail, Adwords, etc). If you haven’t, you can (and should) get started with Google Analytics at http://www.google.com/analytics/
It’s fairly easy to install and I’ll show you again in the beginning of today’s video. If you have a techy person who does things for you, the installation should take less than 5 minutes.
Here’s how analytics works. Enter the website you want to track, then they give you a short “script” to put on your page.
Every time someone comes to your website, the script is activated and starts tracking what that visitor does. The script is hidden in your website code, so it’s not even visible on your page.
What This Software Can Tell You
Analytics offers many features and Google adds new features monthly. What I want to do is show you which aspects you need to use and how it will increase the amount of new patients you get from the internet.
Here’s what Analytics reveals about your website and why it’s important to you.
Unique Visitors. What you need to know is the number of “unique visitors”. The stat only counts the visit when they first arrive on the site. No matter how many times they return to the website, they will only be counted as one visitor.
Time on site. Time on site is almost always a good thing. Assuming you have some content on your website (articles, videos, etc) the longer a person stays there, the more involved and interested they are in what you have to say. This is not justification for putting up lots of boring content, as people will still leave fast if it’s not interesting.
Sidenote: Also, “time on site” is very important to your Quality Score when running Google Adwords. You may remember in the last lesson we spent some time on quality score. At this point in time, it appears 1 minute is the critical time for your Adwords landing page. If visitors are staying less than 1 minute, you will be punished on your quality score.
Page Views. Depending on the type of website your tracking, a higher number of page views can be a good indication. For example, a blog site where you aren’t selling anything but just giving away free information is a place you want people to view a lot of pages. This is an indication of someone who wants more information from you.
If you have a “traditional” website with navigation bars and links, a high number of page views may be a bad sign. It’s likely that people are clicking around and having trouble finding the information they want.
Pages/visit. “Pages per visit” is a similar stat to the above page views. This is an important number to track if you have a blog. When running a blog, you want visitors to visit quite a few pages per visit. The reason you want this is because it means they are connecting with you each time they come to the site.
Traffic sources. In my opinion, this is one of the most important stats you can know about your website. Your traffic sources will tell you exactly where people are coming from when they land on your blog, landing page or website.
It will tell you if most of your traffic is coming from Google, Yahoo, MSN, AOL, etc. Use this information to go to these search engines and do pay-per-click (PPC) advertising. If you’re already doing PPC, use this info to increase the PPC according to where your traffic is coming from.
You’ll also know if another website has linked to you, since people will click through the link and visit your site. The traffic sources page can tell you if your social networking is effective, since you may see visitors coming from LinkedIn or Facebook.
After you release a press release on PRweb, you’ll be able to tell how effective it was as a traffic generator. The same goes for posting articles on sites like Ezinearticles.com
Location of your visitors. Analytics will tell you where your website visitors are located down to the city level. This can be valuable if you practice in a populated area with many surrounding cities. You may notice a majority of your traffic coming from a certain area. Using this information, you can make some offline marketing decisions like where you want to advertise in the newspaper, with direct mail, etc.
Bounce Rate. This is one stat you want to be low. The bounce rate is how many people only see one page of your website and “bounce” off. So if you have a 71% bounce rate, that means almost 3/4ths of the people visiting your site are leaving before viewing another page. A high bounce rates means that people are not finding what they want and are hitting the “back” button on their browser. (A high bounce rate can also hurt your Adwords Quality Score.)
A good bounce rate is between 50-60%, as you can’t expect everyone that hits your site to view more than one page.