Increasing your relevant website traffic and using great content to help turn those visitors into enquiries and conversions is vital for every law firm who wants to succeed online; but, an area that sometimes doesn’t get the attention it deserves if you want to maximise your marketing efforts overall is tracking your conversions effectively.
Tracking how many of your visitors convert is only the tip of the iceberg. Knowing how those converting visitors made it to your website originally and what their journey was before they converted, will help you shape future marketing efforts and make a big difference to the effectiveness of your campaigns.
Website analytics tools, such as Google Analytics, give you incredible insight into who is coming to your website, how they find you, and what they do on your site when they get there. You can set up analytics goals to track and give benchmarks to different types of activity, everything from someone successfully filling in a contact form, to downloading a guide or even landing on a specific page.
All conversions are not created equal
You may well have several different conversion goals; for example, one goal could be visitors downloading a leaflet on your personal injury claim services, another could be completing a contact form for a callback regarding a personal injury claim. These two conversions are both what you want people to do, but at different stages of their journey, and both end goals can’t be considered equal.
If you are getting dozens of leaflet downloads but only a tiny percentage of these people are coming back to become a genuine lead, you might need to revisit your buyer journeys and personas to try and pinpoint a potential gap in your online marketing strategy which needs to be filled.
Use the data wisely
Analytics, in general, can be a complete rabbit warren. There is so much data available to digital marketers that it’s easy to get a little lost in segmenting the information and pulling insight from the figures. So, when it comes to making sure that you track your conversions effectively, it won’t really mean anything unless you can use the data you have to help shape your future activities and increase your lead and enquiry generation.
For a crash course in some of the main key metrics that you should be looking at, our latest downloadable resource can help you understand what to do with the data and how to make sure you learn from user behaviour to better nurture your visitors into qualified leads.