The 5 online analytics strategies that will help your firm drive more business
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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.
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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
- 3. The Problem
- 5. This does not have to be you!
- 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
- 15. Micro Conversion Examples • Signing up for a client alert • Subscribing to a newsletter • Lawyers producing content increasing biography visits • Vcard downloads
- 16. Setting Targets is Key
- 17. 2. Segmentation
- 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
- 24. I want recommended actions! I’m going to give you recommended actions!
- 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
- 28. Here is the problem…
- 29. This is better
- 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.)
- 35. What do we do here?
- 36. 53.8% (21 out of 39) visits made it to biographies 35.7% (15 out of 42) visits made it to biographies
- 37. 5. Get beyond Clickstream Data
- 38. Clickstream data is information found in your web analytics tool Only answers “what”!
- 39. Answers “why”
- 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?
- 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!)
- 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