Website Design

That elusive website metric: what is conversion rate and how do you calculate it?

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Your website can be beautiful, ugly, expensive, cheap, homemade, or maintained by a fancy agency. It doesn’t matter who created it or how much you paid for it, does your site really do what it’s supposed to? Do you know what the purpose of your site is in the first place?

Let me tell you that its main focus is not just aesthetics. His job is not to talk about dentistry and the ins and outs of every procedure you perform. This isn’t to convince people how smart you are (they know) or even to try to explain that long list of alphabet soup that follows your name as you complete more and more. EC.

No matter what it looks like or how much you like or dislike it, there’s a number that will tell you how it goes. This number is your conversion rate.

Your website must engage users. Answer their immediate questions. Give them a clear call to action (CTA) and an understanding of next steps. If you’re seeing a lot of site traffic but not a lot of phone calls or forms being filled out, you don’t need to spend more money on marketing. There is a communication problem between your website and the user that causes them to go elsewhere. You are not converting this traffic.

What is the conversion rate?

Your conversion rate is the number (a percentage) of visitors to your website who did or did not complete the goal you pre-set for them (contact the office or make an appointment).

Keep in mind that conversion is permeable and customizable. By this I mean you can have more than one type of conversion as your goal. The easiest way is to fill out a form or make a phone call.


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Conversion rate is important because it can make or break whatever marketing efforts you currently have going on. This is directly related to your return on investment. If your website only converts 2% of visitors, you might be inclined to spend more money to expand your network. Two percent of as many win, right? Not necessarily. What if you could take your conversion rate from 2% and increase it to 4%? You would spend the same amount, but your ROI would improve dramatically. You don’t have to constantly shell out more and more money. Sounds good, right?

He is! And it is often ignored or omitted from discussions of marketing strategy. Industry standard conversion rates are usually around 2-3%. I like to see at least 7%, but it takes time and effort from the practice team and mine. Do you know what your conversion rate is right now?

First step: calculate it

The formula for the conversion rate is:

The number of conversions (form fills or calls) / website visits over the same period = conversion rate

Let’s say that last month you had 2,000 new visitors to your website. 23 filled out an online form and 78 called the office.

23+78 = 101 conversions

101 / 2000 = 5% conversion rate

Obviously this example is very simple and generic. You set the tone for what you consider a conversion and what you don’t. You can also achieve much more precision with data segmentation. Google Analytics is a great tool for this. You will need to set your “goals” correctly, as “conversions” to Google are reported based on the goals configured. Use this tool or make sure your marketing team has them on your behalf and you monitor the number weekly.

Improving your conversion rate

Chances are your conversion rate is incredibly low. Its good! While you’re spending money driving traffic, there’s a lot you can do on the back-end to influence that traffic once it hits your website – things like improved design and speed, a review of copying and messaging, improved calls to action and ease of use. , better clarity and direct answers to users’ search motivations, etc. Most dental research is primarily driven by proximity. Of the:


“Will it hurt?”


“Can I afford it?”


“Why should I choose your office over the others?” »

These will be the main emotional drivers for your average user. Remember that many people are afraid to go to the dentist. They don’t really want to know what you’re going to do to them, they want to know why they should choose YOU to do it. A recommendation from a trusted family member or friend goes a long way; this is why referrals are so important! Trust and sympathy are what you sell. Not dentistry.

Conversion rate is a very valuable and often overlooked marketing metric that has a huge impact on your return on investment. Marketing is not cheap. Spending more isn’t always the answer to your marketing problems. I recommend a comprehensive review of your messaging and user experience from the average, nervous, worried, financially aware mindset and average searcher view.

Driving traffic, creating awareness and connecting with your community is essential to your growth. Developing a high conversion rate will go a long way in stretching your marketing dollars while creating that connection. Talk to your marketing team today, find out where you stand, and get started with a plan ASAP! You will not regret it.

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