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For eye care professionals

Setting Digital KPIs and how to measure them

29 May 2020

Measuring the success of your business is crucial no matter what industry you are in.
After all, if you don’t keep track, how do you know whether your business is moving in the right direction? One of the most effective ways to measure the progress of your business is to set KPIs; key performance indicators.
KPIs are your business objectives. What are you hoping to achieve, and what do you consider to be a success? By setting the right KPIs, you can focus and evaluate your business against a set of targets, and set out the right strategy to get there.
With that in mind, where do you start?

Using Google Analytics to track KPIs

Google Analytics is ideal for providing the data you need to analyse your website’s performance. Once you have set up your account and added the necessary tracking code to your website, Google Analytics can begin pulling information together to give you a clear picture on key metrics.
If you haven’t set up Google Analytics, now is the time to.
Google Analytics is home to a number of different reports, including Audience, Acquisition, Behaviour and Conversions. Each area will teach you different things about who is using your website, where they came from and how they are interacting with your website.
It is important to use all of these reports to get the most out of your website, but the Conversions area in particular will be most helpful in tracking goals and seeing whether you have met your KPIs.

Understanding what goals to set up

It is important to identify your goals and understand what it is you’re trying to track. For many in the optician industry, the main goal will be to see how many people have used the website to get in touch with you.
Google Analytics can enable you to set up goals when a customer lands on a particular page; such as a thank you page after they have filled in a contact form. This will then let you know how many times that form was filled in during a specified date range.
Similarly, if your website has the functionality to allow customers to book an appointment, you may wish to set up a goal every time someone navigates to the confirmation page for that booking.
You can set these up by adding a goal under the Admin section of your Google Analytics dashboard. You can track via a specific URL, which will be the most useful for this type of goal. If you need further help, your web agency should be able to set this up.
You might also want to track the number of page views. This can help you to measure an increase in traffic to your website, as well as which pages appear to be most popular. This can give you a better idea of what your customers are interested in, which can help you to focus any other marketing activity.
You can set up goals in Google Analytics for visit duration and pages per visit. This can show more of the customer journey and how your users are interacting with the website. Visit duration or session time can show you how long someone has spent on your website. Pages per visit will show the average number of pages a user views before leaving the website.

Similarly, seeing where your traffic comes from is a helpful way to track how customers find you and how effective those channels for. The Acquisition report on Google Analytics can show you whether most of your traffic is coming from a social media platform, organic search or paid search campaigns. If you do any sort of email marketing, you can also see how many users have visited your website through an e-shot.

Improve the efficiency of your website

Tracking these goals can help you to continue improving the performance and efficiency of your website. The bounce rate is another metric to consider. Bounce rate is the percentage of people who leave your website after viewing just one page. If your bounce rate is high, you may want to look at the layout and design of your website to determine what is putting people off.
Using Google Analytics, you can monitor things like what keywords are driving traffic to your website. If you notice one or more keywords is driving a lot of traffic, optimise your website further and make some tweaks to the content to further improve your on-page SEO (search engine optimisation).
You can also use Google Analytics to check what device most of your users are viewing your website on. This can help you to make sure your website is optimised properly for mobile or desktop devices. The same goes for different browsers, such as Chrome or Firefox.
If you’re hoping to get more out of your website and meet your KPIs, setting up goals and tracking them is an essential way to measure your business’ success.

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