Law firms struggle with analyzing their websites due to too much data and not enough time.
By following these five steps firms can gain a better understanding of how their website's contribute to the bottom line in an efficient manner.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
The 5 online analytics strategies that will help your firm drive more business
1. Slaying the Web Analytics Dragon
Steve Hennigs, Senior Account Executive – Siteimprove
Barbara Brown, Director of Marketing and Business Development – Meagher & Geer PLLP
2. So Barbara, how do you
use web analytics in
your firm?
Well we review them
quarterly with
management
6. Dragon Slaying Strategies
• Identify Key Performance Indicators (KPI), Micro
Conversions and Set Targets
• Use Segmentation
• Have Actionable Reports
• Track Campaigns
• Use Voice of Customer
9. 1. Identify KPIs, Micro
Conversions and Set
Targets
This is really important!!
10. What is a Key Performance Indicator (KPI)?
Wikipedia – Key Performance Indicators are financial
and non-financial metrics used to help an
organization define and measure progress towards
organizational goals
Steve – Key Performance Indicators are numbers you
can use to measure whether or not your website is
performing in line with your objectives
11. Why does our firm have a website?
1. Drive Business Development
2. Keep clients informed
3. Drive brand awareness
12. Drive Business Development
Initiative
Create more
thought leadership
content
Segment
Visits via nonbranded search
terms
Initiative
Improve attorney
communication skills
through coaching
Segment
Visits to biographies
of attorneys receiving
coaching
Initiative
Sponsor, attend and
speak at industry
events
Segment
Visits via referring
websites
Key Performance Indicator
Emails sent to attorneys via the website
13. What makes a great KPI?
•
•
•
•
Simple
Relevant
Timely
Instantly Useful
Have no more than 4 KPIs per business objective
21. Initiative
Create more thought leadership content
KPI
Emails to attorneys via the website
Segment 1: non-branded organic search
Segment 2: Visitors that did not “bounce”
Segment 3: Visits to the biographies of
attorneys in the coaching program
Q2 2013 Target
Increase visits via non-branded search to
375 and increase conversion rate to .08%
22. What makes a good Segment?
• It makes a metric or KPI more relevant
• It gives you the clarity necessary to
recommend action
Three buckets
1. Acquisition
2. Behavior
3. Outcomes
25. What makes a good report?
•
•
•
•
It focuses on KPIs and Micro Conversions
Uses segmentation for deeper insights
Recommends actions
Is easy to understand at a glance
33. Guidelines for Campaign Tracking
• Come up with a common naming convention
• Make sure duplicate pages are hidden from
search engines
• Use a URL shortener
• See how campaigns perform against KPIs and
micro-conversions!
34. When to use Campaign Tracking
•
•
•
•
•
Email blasts
Client alerts
LinkedIn posting
Twitter campaigns
Online advertising (sponsoring events, ads in
publications, etc.)
41. Questions to add to Client
Satisfaction Survey
• During your evaluation process did you utilize
our firm’s website?
• If yes, were you able to achieve your goals
with our website?
• If no, what could we have done better?
43. Questions to add to
onExit Survey
• Why did you visit our website today?
• Were you able to achieve your goals with our
website?
• If not, what could we have done better?
44.
45.
46. Benefits of Site and Page Level Surveys
• Site Level
– Understand big picture issues
– Improve the website as a whole
• Page Level
– Improve key pages
– More likely to get negative feedback here (which
is ok!)
47.
48. Slay the dragon with these strategies
• Identify Key Performance Indicators (KPI), Micro
Conversions and Set Targets
• Use Segmentation
• Have Actionable Reports
• Track Campaigns
• Use Voice of Customer
49. Thank You!
Steve Hennigs | Senior Account Executive
Siteimprove, Inc.
1422 West Lake Street, Suite 320 | Minneapolis, MN 55408
DIRECT: (612) 208-0516|EMAIL: ste@siteimprove.com
@stevehennigs| http://siteimprove.com | www.linkedin.com/in/stevehennigs
Barbara H. Brown | Director of Business Development & Marketing
Meagher & Geer, P.L.L.P.
33 South Sixth Street, Suite 4400 | Minneapolis, Minnesota 55402
DIRECT: 612-347-9150 | CELL: 612-229-7274 | FAX: 612-877-3044
bbrown@meagher.com | www.meagher.com | www.linkedin.com/in/barbarahbrown