How do men and women behave on your dental website?
Men and women of course, have different behaviours. Men tend to be concrete thinkers that like to consummate and complete what they set out to do, they like powerful imagery (and sounds) as reinforcement to written information. At Dental Focus Web Design, we encourage our dentist clients to show before and after photographs to give visual evidence of clinical experience and expertise. Women are different biologically, psychologically and socially. They tend to prefer written (or verbal) communication, which leads to deeper processing of information and better recall. We recommend video testimonials to show emotional evidence of your patient’s new smile and outcome; greater confidence and happiness.
How do your patients react to your dental website?
Knowing and understanding your patient base will make your dental marketing more successful. Surveys and questionnaires are very useful in getting inside your customer’s head. Existing patients can and should be your most valuable resource when it comes to figuring out what new patients want on your dental website.
Behavioural Marketing is the targeting of website visitors based on their observed previous behaviour, applying ‘recency’ and ‘frequency’ to consumer data.
‘Recency’ = how recently your website visitor has performed an action
‘Frequency’ = how often your website visitor has performed an action
Changing behaviour is really difficult to do. So it’s much smarter to adapt your dental marketing and dental websites to existing behaviours in a way that gets the patient to think about the dental services on offer. ‘Social media’ isn’t inherently new behaviour; it is simply a new technology that facilitates existing behaviour.
We can also measure and analyse behaviour using website statistics such as Google Analytics.
Adrian the Wizard’s “Top 7 Google Analytics”:
1. Visitors > Overview > Absolute Unique Visitors
– how many people visited your dental website compared to last month?
2. Visitors > Overview > Average Pageviews
– how many pages did people look at compared to last month?
3. Visitors > Overview > Time on Site
– how many minutes did people spend on your dental website compared to last month?
4. Visitors > Overview > Bounce Rate
– what percentage left your dental website immediately compared to last month?
…Is this bounce rate expected or do you need to change your content?
5. Traffic Sources > Keywords
– which keyphrases were used to find your dental website on Google, Yahoo and Bing?
6. Content > Top Content
– which pages were the most popular?
7. Content > Top Exit Pages
– which pages made most people leave your dental website?
Adrian Adler is “the Wizard” at Dental Focus Web Design.
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If you would like some free advice, Email Us or call 020 7183 8388.