Web server or visitor logs can be a very helpful tool in gauging the success of your plastic surgery marketing plan. These logs record the traffic to your website along with a wealth of very valuable information about your visitors and their visits. Your server logs can tell you how many people visit your site in a given amount of time, how long they stay on your site and on certain pages, the pages that they visit including those pages which receive the most traffic and the least traffic, the sites which are referring visitors to you, the operating systems and browsers used by your visitors, and when the search engine spiders and directory editors have visited your site.
This information can help you in a variety of ways. For instance, it can reveal potential problems and help you to determine how best to address them. A good example is if your site’s conversion rate, or the rate in which visitors become actual patients, is low. First check you visitor log to determine the amount of overall traffic to your site. If it’s low than this is likely the problem and you’ll need to make efforts to increase traffic to your site. If your overall traffic is high then the problem may be that your site isn’t effectively convincing visitors to become patients.
Your visitor logs can also reveal those pages within your site that are effective and those which are not. By reviewing the most popular pages on your site, you can determine those elements that are working and then apply them to other less popular pages. Your visitor logs will not only tell you were visitors go within your site but also how long they spend on your site and on certain pages. If visitors aren’t getting beyond the first page there may be a problem with your navigation, and if they aren’t staying long then they may not be finding what they’re looking for or may find your site confusing.
By reviewing those sites which are referring visitors to you, you can determine which search engines are proving most effective. Further, you should ensure that your website looks and functions properly for the majority of visitors, and knowing their browsers and operating systems can help you to do just that. Your visitor logs contain a wealth of helpful information so be sure to use them to your benefit.