Measuring “conversion” – dental marketing ROI
Conversion measurement – a key tool for measuring dental website effectiveness
You may hear the word “conversion” mentioned quite frequently if you are active in the world of dental marketing. Although there are a number of different facets, this essentially describes the process whereby a user finds your website and then proceeds to complete the contact form or pick up the telephone to get in touch i.e. a successful web transaction. So how do we measure website conversions?
Types of conversion
There are numerous types of website conversion, for example the purchase of an item in an ecommerce transaction. However, the two most typical conversions we measure for dental websites are the completion of a contact form and making a telephone enquiry to the practice.
How is conversion measured?
Contact form submissions are typically measured using the Google Analytics tracking tool. Telephone calls are measured using a similar tool that integrates with Analytics and relies on dynamic telephone number replacement. Each website user is presented with a unique telephone number which can be used to track and trace their progress through the website, including which keyword prompted them to pick up the phone.
Both systems are invisible to the user and do not hinder their interaction with the website in any way. Each set of tool is simple to use and has a straightforward, web-based administration system.
Why do we measure conversions?
- to benchmark against industry standards
- to provide a measurement to drive continuous improvement
- to measure the effect of website changes e.g A/B testing
- simply to check that the website is performing as intended
Conversion analysis is an important parameter used to measure website effectiveness and its contribution to your overall dental marketing campaigns. If you are using Google Analytics with your website and would like some assistance to set up conversion tracking, please call us on 01332 672548 for some friendly guidance.