One of the biggest problems any legal marketer faces is believing CRO is easy. Anyone with an understanding of how a website is meant to work can take a look as a site and pick out things that might prevent users from converting. But how can we really know that these are the issues? And how do we fix them? By using these five steps to construct your CRO plan, you can make sure you are identifying the real reasons visitors aren’t converting and how you can test and optimise your website.
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The first step is to research and discover. Begin by clearly outlining your legal firm’s goals so that you can make sure your CRO plan is built around those business goals. Next is research your target audience and how they interact with your website, gathering data from Google Analytics on bounce rate, time on page and pages viewed will give you some basic information on how users interact with your firm’s site. Diving deeper you can use tools like Google consumer surveys, heatmaps and real-time analytics to gain further understanding of your user’s behaviour.
With this information you can begin to list hypothese of what is affecting your conversion rate. Focus on who your website is for and how such changes will help solve the issues they may currently be having. Also define where you will test your hypothese, and which pages have the highest priority in improving conversion rate.
Once you have your targeted hypothesis it’s then time to design the changes for your legal firm’s website, keeping in mind that they need to address your hypothesis and meet your business goals. It is also important in this stage of your CRO plan to make sure your changes are on brand and are technically possible this can be done by working alongside your designer and web developers.
Now that you have designed the changes that you feel will address your hypothesis and help increase your conversion rate, it is time to implement them across your site. You don’t want to simply role them out across the whole site before you’ve performed rigorous testing. There are a number of tests you can do such as A/B or multivariate testing as well as conducting surveys within your target audience to get feedback on the changes compared to the previous designs. Read more about conducting CRO testing in this blog.
The final step in your CRO plan is to look at the results of your tests. Did the changes prove the hypothesis to be correct or not. If not then you need to return to step three and four and repeat. If your hypothesis was proven correct however then you can roll out your changes further and begin to move onto the next issues you found in the first discovery step.
With these five steps you can build a successful CRO plan for your legal firm, which lets you identify reasons for poor conversions, test new ideas and analyse their success.