This Month’s AAHA Trends Magazine: Veterinary Practice Web Analytics
It happens often – I’ll be talking to practice and other pet business owners about attracting new clients on the web and get to the importance of measuring success. Suddenly, my engaged and nodding audience has gone from scribbling notes to cold, blank stares.
I’ve lost them. Their eyes glaze, fidgeting begins, a phone may be pulled out. (Rarely.) Wait! I internally scream. This is so important!
Avoidance, Fear Factor and the Vague (Un)Importance of Analytics for Veterinary Practice Websites
It’s ironic that in this world of increased veterinary competition and new digital marketing abilities for practices there’s one area that is simultaneously acknowledged as both critical – and ignored:
This month I had the pleasure and privilege to do a piece for the American Animal Hospital Association’s Trends Magazine about this very topic. I’ll be including a complementary copy of the article here soon, but in the meantime, here’s a quick rundown of what we found when we looked into 200 AAHA-accredited practice websites at random:
- Only 1 in 20 (5%) had what they needed in place to use some of the most telling and valuable Google Analytics audience insights available.
- Of those that did, larger multi-practice organizations were much more likely and the big national conglomerate hospitals were most likely of all.