When it comes to increasing the number of new cases your law firm sees coming in through your website, it’s all about optimising your conversion funnel. To do this you need to experiment with various elements across your legal site that play a part in a claimant’s interaction journey. But just where do you start? Well in this guide you’ll learn just how you can optimise your legal conversion funnel and start generating new cases today.
P.S. Download our Legal CRO podcast and learn how to analyse that all important data for your legal firm and increase the number of new cases your firm is generating today.
Crete your Google Analytics funnel
By utilising Google Analytics’ funnel tool you can create a visual image of your conversion funnel. Allowing you to define and visualise exactly what your goal is, the journey (funnel) of pages that a potential claimant has to take to reach that goal, while allowing you to place a value on each goal along that funnel.
By doing this you allow yourself and your firm to identify the places in your funnel where users drop off and therefore plan how you can stop that, by analysing the data of those pages involved and testing various optimised designs and context for them.
Analyse your landing pages
After putting the visualisation of your funnel together the first place for you to analyse and test should be your legal landing pages and form pages. These pages are there to convert your potential claimants so it’s important you test the following elements:
Test your firm’s email conversion
Your law firm’s emails are an essential part of your conversion funnel so by testing and analysing the following elements you can be sure they are working effectively:
Run a mum test
This is the idea of running a user test of your legal site by someone who isn’t that confident using computers and the web. Here you can check which parts of the conversion funnel are pain points and therefore look to simplify the user experience. There is actually a service to get Richard Littauer a UX expert to run a conversion test of your legal website while he is drunk or to get his computer illiterate mother to perform a user experience test.
These four steps will help you to optimise your law firm’s conversion funnel and start generating more legal cases today.