Lead generation is critical for mass tort practices. If your law firm handles mass torts, your staff knows the importance of recording, tracking, following-up, and chasing down leads that come through your website.
Generating leads without making use of available data analytics, however, is no better than tossing a coin to see which leads you can convert into clients. Your law firm needs to utilize analytics to gain insight into who your website visitors are, what they want, what they typically search for online, and how your intake staff can successfully convert leads into signed cases.
Website Analytics Services
Google Analytics is a free service that provides "a dashboard, scorecard, and motion charts" that updates over time. The service provides an analysis of specific subsections, like conversions and lead generation. Using the metrics produced by Google Analytics (or other analytics platforms) allows you to determine if your site is successful for its intended purposes. Website metrics are imperative if you want to develop an understanding of whether your website content promotes your website's digital footprint.
The metrics derived from analytics platforms are indispensable when it comes to diagnosing website and/or email campaign problems. Metrics can tell you crucial information, such as:
- Website visitor bounce rates
- The geographic area from which visitors originate
- Average time visitors spend on a site page
- Which site pages visitors request the most
- Which site pages serve as the exit for visitors from the website
Figuring Out What Works
Website analytics platforms help legal practices identify which pages on their website are successfully leading site visitors to the "Contact Us" or "Request a Quote" pages. Efficacious website pages first attract and then direct site visitors on their journey to move from leads to signed clients.
When website analytics demonstrate to law firms what is working, it can act as a model for changing pages that are not working as anticipated. Metrics, for example, provide data for law firms to identify well-received blog articles as well as those blog articles that may be under-performing.
Improvement in website dynamics and the enhancement in the quality of a lead's journey is only possible if your website generates the analytical data demonstrating which pages contribute toward your law firm's goals.
Place Metrics Within Context
Knowing your practice's metrics with respect to website content or email campaigns is advantageous only when the analysis takes into account the context that applies to the measured content or campaign.
For example, with respect to website content, your firm may consider a low average time spent by site visitors on a page a bad thing if the page contains long, informative articles filled with details that require reflection and concentration to comprehend. On the other hand, you may consider a low average time spent by visitors on a page a good thing if the information on the page is simple and designed to digest quickly.
With respect to email campaigns, higher bounce rates may seem bad, but certain campaigns may anticipate high bounce rates. For example, email campaigns during the holiday season will receive higher bounce rates simply due to the volume of emails at that time of year.
Websites also have bounce rates. In this case, the bounce rate is the number of visitors who landed on your site's landing page and then bounced off the site without visiting any other pages. A good bounce rate range for lead generation sites in 2020 is between 30%-50%.
Bounce rates above 50% can occur for several reasons:
- Your website might load too slowly. Slow loading causes higher bounce rates and lower conversion rates.
- Most website visitors today access the internet from their mobile devices. Making sure your firm's website is mobile-friendly can go a long way to reducing bounce rates.
- Site visitors find pop-ups annoying. Pop-ups can cause visitors to bounce off your site as soon as they land, so eliminating or reducing pop-ups is key.
Data analytics allow your mass tort practice's website to expand...
- Number of visitors
- Length of time a visitor stays on website
- How often visitors try to get in touch from a "Contact Us" page
Firms can also take advantage of analytics to make the most out of their legal intake process. To do this, your legal intake staff requires special tools. Learn more about these tools by downloading our eBook, "6 Technologies/Tools Every Law Firm Needs to Elevate Their Client Intake".