There are many steps along the way from the huge pool of potential prospects using the Internet to the ones that ultimately end up giving your office a call. Measuring what is happening in all those steps is the key to success in Inbound Internet Marketing.
In Measuring Progress in Cosmetic Surgery Inbound Internet Marketing: Part 1 we looked at the areas of Content and Blog Post Comments and what to look for there in terms of metrics. Here are more areas where you need to be measuring results on a regular basis.
Keyword Rankings - These rankings tell you for which keywords you rank very well, poorly, or somewhere in between. You can also watch how your rankings change for these keywords over time to ensure you don’t slip on important keywords.
Visits per Keyword - This metrics tells you how much traffic a keyword drives to your website from organic searches. This will be a symptom of how often people search for that keyword and how well you rank for the keyword.
Leads per Keyword - This number tells you how well the traffic you generate from a given keyword converts into leads for your practice. If a specific keyword and page is driving a lot of visits but not leads, perhaps you need to optimize the CTAs on that page to increase lead conversions.
Links per Page - A specific web page that has a high quantity of inbound links has a better likelihood of ranking in search. Is there a specific page or blog post that’s generated a lot of links? Perhaps you should make more content of that type!
Landing Pages and Lead Conversion
Call to Action Conversion Rate - Track the percentage of people who visited a particular page who also clicked a Call to Action that page. It indicates the appeal of the offer, whether the Call to Action is well-crafted, and if it has good placement on the page.
Offer Redemption - Offers come in the form of webinars, eBooks, patient guides, and the like. When you launch a new offer, how many people download it? Or if it’s a webinar, how many people register?
Landing Page Conversion Rate - This metric is exceptionally important and determines your effectiveness at converting visitors into leads. Track the percentage of people who land on your page and then fill out the form. If it’s low, you have an opportunity to do some A/B testing to increase conversions.
Landing Page Bounce Rate - Think of this number as the flip side to your landing page conversion rate — it describes the percentage of people that visit your landing page and then immediately leave. If your bounce rate is high, you might need to better align the offer on the page with the language on the landing page, or come up with a more enticing offer.
In a future article we will cover the last three areas where you need to be getting good metrics:
- Email and Lead Nurturing
- Public Relations and Branding
- Overall Funnel Metrics