We've previously discussed the wonders of Google Analytics (GA) and how it is a godsend for understanding your website traffic. Before, we talked about how GA can be used to know what your website visitors are searching for and what they are in the market to buy. Now, let's take a closer look at the demographics of these "visitors".
You most likely know the ages, genders, and locations of your patients or clients. These people come into your offices and willingly give you their personal information. This makes it easy to understand who your average customer is and what types of treatments or services they seek.
What you likely do not know, however, is the demographic info for the prospective customers that visit your site and then decide not to utilize your services. At first glance, this information might seem irrelevant to the success of your brand. In reality, that couldn't be further from the truth.
Just because these site visitors didn't convert, doesn't mean that their demographic information isn't valuable. In fact, if you knew more about the people that decide not to use your services, then you can better adjust your marketing efforts to get them to convert on the next time around. Here's how you can access that data goldmine...
Go into GA and click on the Audience tab in the left-hand column. Then click on the Audience drop-down menu and you'll see "Overview", "Age", "Gender". You can click on any of these tabs to get a different perspective on what types of demographics are behaving in which specific ways while on your site.
For example, you could see that women from the ages of 25-35 are spending lots of time on your homepage but are not converting. You might also see that men of the same age are converting at much higher rates. You could then hypothesize that your homepage is more optimally oriented toward a male audience than a female. Depending on your aesthetic brand, you would then adjust that page to meet your specific goals.
This is just a small snippet of the seemingly endless ways that you can utilize GA to better understand your online audience. We recommend playing around with the platform and trying your best to analyze, test, and optimize based on the data you can glean.
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