Physiotherapy Marketing Tips

A collection of physiotherapy marketing tips, tricks and strategies to supercharge your clinics initials and referrals

15 Important Metrics To Measure The Digital Success Of Your Physiotherapy Business

Sunday, June 09, 2019

You’ve got some goals and you’re ready to see if all your planning and execution has seen results. Digital marketing has some unique ways to calculate the success or failure of online marketing campaigns and it can be a lot to take in.

We’re sharing 15 important metrics to use from Google Analytics, social media analytics, SEO analytics, email marketing, and Google AdWords that every physiotherapy business owner should know.

Google Analytics

Google  Analytics

Website Traffic

Since your website will serve as the home base for your physio practice on the internet, it’ll be your best bet to drive as much traffic there as possible. Whether your digital marketing strategy involves getting people to your website to acquire or promote your services, building an email list or promoting a series on your blog, the point is to get people on your website.

Therefore, when you’re measuring the success of digital campaigns, one of the first metrics you’ll want to look at in order to determine success or failure is the overall traffic on your website.

If you notice a spike in traffic, take note of what you may have done differently that really worked well for your audience. Similarly, if you notice a rapid decline, it might mean there’s a technical issue with one of your links or it’s time for a bit more keyword research.

Source of Traffic

Another useful metric is understanding where your website traffic is coming from. Google Analytics notes four different sources of traffic: organic search, direct, referrals, and social.

An organic search means that someone searched a keyword on Google and clicked on your link after it came up in their search results.

Direct visitors are those who typed in your website address or it might mean they have your page bookmarked so they can head straight there when in need.

Referrals are the users that were sent to your website by clicking a link from another website, like if one of your physio therapists were featured in an online magazine.

Social visitors are the users who came from social media channels and straight to your website.

Knowing where your audience is coming from gives you valuable metrics on what you could be spending more time on, what might not be working, and can help you decide if you even want to spend so much time on every little marketing tactic.

For example, if Instagram is giving your practice’s website the most hits, you might consider focusing only on those messages and platform.

New Visitors/Returning Visitors Ratio

Knowing how many of your website’s visitors are new versus returning users can be priceless information. This metric allows you to understand how your content is holding up over time.

If you’re looking to build your physio business and gain a lot of clients when just starting out, then taking a look at how many new visitors you’re attracting will be beneficial. On the other hand, if you want to know how much trust people have for your brand or how much they like your blog posts, then understanding the number for return visitors will be essential.

Visit Sessions

Sessions refer to individual website visits, even if the same user visits more than once. ‘

Say you have a potential customer looking for top-notch physiotherapy in the Chatswood area of Sydney and they find your services. They’re interested but want to compare a few companies before making a final decision.

Later in the day, they decide they’d like to book an appointment at your location and head back to your website to give you a call or to book online. Even though you’re getting those page views from the same user, it counts as two visit sessions.

Session Duration

Once you know how many sessions your website has received, you’ll want to know how long each session lasts. The idea is that the longer someone stays on a certain webpage, the more that website is deemed to be relevant and interesting.

If people don’t last very long looking at your website, it could mean that you have a few issues on your hands. Ask yourself: Is the site easy to navigate? Is the information I’m providing easy to understand? Do I have enough content here to keep people engaged? Does my website have slow speed time? Is my website optimized for mobile & desktop?

These could be pivotal reasons why potential clients aren't converting through to your website and opting for one of your competitors 

Most Visited Pages

As a rather broad metric, page views are determined by how many pages of your website people spend time on. This is valuable to know because if you’re managing ten pages when people really only visit five of them, you could be doing half the work by focusing your efforts on the pages that are measurably gaining traction.

Here’s where page view states really get interesting. You’ll have to go into the “Behaviours” section of Google Analytics to figure this one out but once you do, it can be a life-saver.

Once you’ve determined that not all of the pages of your website are being viewed, it’s time to figure out which ones have the most visits so you can make some educated guesses as to why. Using SEO analytics, you might notice, for example, that some pages have better SEO keywords than others and that’s why they’re getting all the clicks.

Bounce Rate

The bounce rate is a fancy term to describe users who leave your website after viewing only one page. It’s meant to be evident of the potential that visitors didn’t find what they were looking for in the first place or it could be a notification that something is off.

There’s also a term called exit rate that notes the users who left your website after viewing multiple pages and is a good indicator of where people might be losing interest.

If you have a high bounce rate or exit rate you may want to check for broken links, website speed via mobile/desktop, or error pages as well as being sure the content is relevant throughout your website.

Overall, the goal is to have a low bounce rate and make people interested in exploring more of your content.

41-55 % bounce rate is generally your industry average but anything over that I wouldn't be that alarmed. However, if your website is sitting above the 90% bounce rate I would then start to worry and investigate into why your website is experiencing such high bounce rates. On top of what I've mentioned above to what contributes to a high bounce rate you might need to also consider that it could be the design of your website, website browser compatibility issues or it might be just a disfigured tracking code. 

Its important to consider that the baseline for a good bounce rate will vary from from site to site and from industry to industry. But being aware of what bounce rates are and the significant metric and data measuring tool for your website is crucial. 

Conversion Rate

Your conversion rate is the rate of users who complete a call-to-action. Every page on your website should have some kind of conversion goal.

While sometimes marketers only focus on conversions that include actual money transfers, there are actually various types of transactions that can mean success for a digital campaign. Whether that’s asking visitors to join your mailing list, schedule an appointment, leave a comment, or complete an appointment  your conversion rate is a fantastic metric that you should definitely be monitoring on a weekly basis and reported on a monthly basis.

A simple metric you should be asking yourself; how many website conversions converted to online appointments.

Watch Google Analytics Ultimate Beginner’s Guide

Social Media Analytics

Social Media Analytics

Impressions and Reach

Now we’re getting into some important social media analytics. It’s safe to say that having a digital marketing strategy most likely includes having some sort of social media strategy in this day and age.

For the most part, if you have a business account on a social platform, you’ll get built-in analytics that show you how well your content is doing. The first of these metrics are impressions.

Impressions on social media are similar to visitor sessions on a website. It counts the number of people who saw your post, including when the same person saw it multiple times.

Sometimes confused with impressions, reach is the actual number of users who saw your content. Again, while impressions count the overall number of people who saw it, reach counts the actual users. For that reason, your social media reach will always be lower than your number of impressions.

Engagement

The next social media metric to look out for is your engagement rate. Engagement includes clicks, shares, likes, retweets, comments, reposts, etc.

The goal is to engage 2-5% of your overall reach and to do so, you’ll want to include call-to-actions, similar to what you’d do on your website when you’re aiming for more conversions.

There a couple of free and paid social media analytic tools you can use to measure your social media success!

Check these ones out below

SEO Analytics

SEO  Analytics

Keyword Rankings

When working on individual digital marketing campaigns, you’ll want to check out the metrics on the keywords you’re planning to use. Figuring out how well certain keywords are ranking on Google will be super helpful in, not only determining which keywords to use, but also in figuring out why some content isn’t as successful.

More specifically, you can check out your most improved keyword rankings to see which phrases are really making a difference in your overall strategy.

There are useful paid and free keyword ranking tools that you can access and track to see where your physio’s business is ranking. See below.

External Links

Another metric that helps figure out how your website is search engine optimised is by seeing the number of external links to your website that exist online. Good and bad. The more links that are directed to your website, the more likely your website will show up in the Google search results. When algorithms see your website as a trusted, high domain authority site and linked-to page, it’s more likely to your website higher than your competitors.

After all, that’s what we want out of our SEO and to have that competitive online edge

To check what websites and business are linking to your website and even broken/harmful links to your website type in your physio’s business website home page to the below link checker tools.

Still having trouble processing what external links are?

Watch A Beginner’s Guide to Internal & External Links

Email Marketing

Email Marketing

Email Open Rate

This measurement falls under your email marketing analysis. Your email open rate measures the number of people who opened your email campaign versus the overall number of people who it was sent to.

High email open rates are indicative of an enticing subject and pre-header, strong send time, relevancy and a curated email list of users who fall into your target audience.

When it comes to email open rates you won’t be able measure this on your day to day email platforms like Microsoft Outlook, Gmail, Apple Mail, Yahoo Mail, Telstra Big Pond to name a few.

We are of course referring to external marketing platforms which are used for your marketing campaigns such as newsletters, blog content, promotions, service offerings, company announcements etc.

When using email marketing software, you’ll be able to automate your marketing workflows, track your stats, send more and better emails, and build a deeper relationship with your clients.

If you haven’t invested the time or money into a marketing software provider I’d highly advise investing into one ASAP.

Below are some of my favourite email marketing services that I’ve used over the years and have heard great feedback for small businesses.

Paid Google AdWords Search

Paid Google Adwords Search

Click Through Rate

When it comes to digital media marketing, your click through rate will prove to be an important factor in your relevance score and your cost per click. This metric comes into play when you do more paid advertising in your digital spaces and can assist when planning your advertising budget.

Return on Investment (ROI)

Here’s a metric that you probably know quite well as a business owner.

In the digital sense, it relates to how much you’ve spent on promoted social media ads or on Google ads and how many clients you've converted into an online appointment. 

To Sum It All Up

Knowing what metrics to use to measure digital media success makes absolutely no difference without execution.

If you’re just starting out with a new website for your physio business or you need to overhaul your online marketing strategy you need to familiarise yourself with metrics we’ve outlined.  

Regularly checking these metrics will provide you with an accurate pulse of the health of your local digital marketing campaigns and digital presence.

Over time, you’ll be able to refine your tactics, closely examine which strategies work best and why, and end up with a steady marketing rhythm that can generate more online initials and referrals to cover your marketing costs and deliver a significant profit.

Physio Inq provides owners with all of these tools and more to allow you to focus on execution of your business strategy. Under the Physio Inq brand and service network, all of the heavy lifting is already done, you just need to be yourself and connect with staff and your community.

If you want to chat to a business consultant about how you too can have ready-made digital metrics tools at your fingertips, that are tailor made for your business, give us a call on 1300 731 733 today, or email franchising@physioinq.com.au for more info.

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