{"id":829,"date":"2012-09-03T16:09:00","date_gmt":"2012-09-03T16:09:00","guid":{"rendered":"http:\/\/www.dental-media.co.uk\/marketing\/?p=829"},"modified":"2013-09-12T08:38:41","modified_gmt":"2013-09-12T08:38:41","slug":"measuring-dental-website-conversion","status":"publish","type":"post","link":"https:\/\/www.dental-media.co.uk\/marketing\/google-analytics\/measuring-dental-website-conversion\/","title":{"rendered":"Measuring “conversion” – dental marketing ROI"},"content":{"rendered":"

Conversion measurement – a key tool for measuring dental website effectiveness<\/h2>\n

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?<\/p>\n

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Types of conversion<\/h3>\n

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<\/a> are the completion of a contact form and making a telephone enquiry to the practice.<\/p>\n

How is conversion measured?<\/h3>\n

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.<\/p>\n

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.<\/p>\n

Why do we measure conversions?<\/h3>\n