Analyze & Optimize: Creating Action on the Web

Kalev Peekna – Manager, Web PracticeJohn Simpson – Managing Account Director, Web Practice

WHAT ARE WE MEASURING?INSIGHT

62.5Items sold per

second during Xmas

2008

$10,000Revenue per minute

threshold below

which alarms are

sounded in real-time

99%Orders shipped on-

time

7 MinutesFrequency of delivery

trucks leaving Amazon’s

UK facility

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“Our customer-facing businesses relentlessly focus on

customer experience by offering a wide selection of

merchandise, low prices, and convenience”

“Our marketing strategy is designed:

• To increase customer traffic to our websites,

• Drive awareness of products and services we offer,

• Promote repeat purchases,

• Develop incremental product and service revenue opportunities

• Strengthen and broaden the Amazon.com brand name”

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Let’s say we want a

metric for customer

enjoyment. How

would we calculate

that?How much time

each customer

spends on the site?

Not specific enough!

How about the

average number of

minutes a customer

spends on the site

per session. If that

goes up, they are

having a blast.

Good points. And

anyway, enjoyment

is just the start. In

the end, we should

be measuring

customer ecstasy.

I think we need to

consider frequency

of visits, too

But how do

we factor in

purchases.

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What Are Firms Doing Today?

Web Site Capabilities

Firm’s Marketing Objectives

Visitors’ Needs

Marketing Objective

• Drive awareness of products and

services we offer

• Promote repeat purchases

Visitors’ Need

Enjoy surfing and browsing books,

videos, etc.

Web Site Capabilities

• Identify repeat visitors

• Profile users and contextually

“advertise” relevant products

Metrics

# of repeats visits by purchases that

last greater than 5 minutes and

include views of more than one

product category

Metrics

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STATE OF LAW FIRM WEB ANALYTICSINSIGHT

Common Metrics - Visits

• Total

• Unique

• Repeat

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Common Metrics – Content Trends

• Lawyers

• Site sections

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Common Metrics – Traffic Sources

• Search engines

• Keywords

• Geography

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Common Metrics - Technical

• Platforms

• Browsers

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So what is the current State?

• It’s basically a popularity

contest

• Does a relatively good job of

measuring how many people

are looking at something…

• …but it gives you very little

information about who

• …and almost nothing about

why

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A PARADIGM SHIFT IN LAW FIRM WEB METRICS

STRATEGY

How do we move ahead?

What people are looking at What people

are doing

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Two type of websites

Application sites

such as store

fronts, banking,

etc.

Content sites,

such as news,

reference,

media, etc.

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What kind is right for professional services?

Using a site as a

business development

tool requires viewing it

as an application that

allows visitors to

accomplish some task

or function.

Legal Sites

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CREATING CONVERSIONSACTION

Which actions are supported by your site?

• Finding basic contact information

• Checking or validating a referral

• Following-up a recent meeting or contact

Finding a Lawyer

100% of GC’s view bios of attorneys to which they are referred

• Looking for new information

• Identifying people with experience

Researching a topic

GC’s use the Web for research 85% of the time versus other sources

• Trends

• Events

• Publications and News

Seeking Continual Education

Sharing know-how matters: nearly all participants confirmed that they do read law firm alerts

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Content Interests of Your Audience

0%

10%

20%

30%

40%

50%

60%

70%

80%

Factors Aiding Research of Outside Lawyers and Law Firms for Potential Hire

Source: Corporate Counsel New Media Engagement Survey, 2010

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Measure the Conversion

• Definition: “An action that

signifies a completion of a

specified activity.”

• Conversions are the key to

measuring KPIs and

demonstrating website ROI

• Identifying and measuring

conversions enable a

Marketing team to

understand the what people

are doing when they come

to your site

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Calls to Action

• Professional services firms must actively

provide opportunities for conversion

• One of the most effective ways to create a

conversion is to provide a direct and

measurable call-to-action

• Calls-to-action are the most informative if

they relate directly to your visitors’ most

common needs

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Calls to Action

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What Should Our Calls to Action Be?

Source: Dan Zarrella : http://blog.hubspot.com/blog/tabid/6307/bid/6710/New-Data-Want-More-Leads-Offer-Downloadable-

Content.aspx#ixzz117XmXV3b J

Calls to Action – Engagement Offers

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Calls to Action – Engagement Offers

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Calls to Action – Resource Offers

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Calls to Action – Resource Offers

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Calls to Action – Resource Offers

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Calls to Action – Combination of Offers

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Legal Example

Making "checkout" or sign-ups easy can have huge gains. Further, providing

clients with a means to tag content that they like, such as the shopping cart,

can help the firm identify which pieces of content are truly most popular, not

just the most visited. – Fry case studyK

Calls-to-action can be placed on any page

• MoFo.com search results

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Calls-to-action can be placed on any page

• MoFo.com search results

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Designing Calls to Action

Source: http://boagworld.com/design/10-techniques-for-an-effective-call-to-action

Lay the Groundwork

Use Active Words

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Designing Calls to Action

Source: http://boagworld.com/design/10-techniques-for-an-effective-call-to-action

Use White Space

Get the Position Right

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Designing Calls to Action – New Research

• Phrasing has an incredible impact on click through

– Study showed that providing a distinct and literal callout for a

desired action could result in a 173% increase in click-throughs

(4.7% vs. 12.81%)

Phrase Conversion Rate

I’m on Twitter. 4.70%

Follow me on Twitter. 7.31%

You should follow me on Twitter. 10.09%

You should follow me on Twitter here. 12.81%

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Bringing it all together – Insight, Strategy, Action

Web Site Capabilities

Firm’s Marketing Objectives

Visitors’ Needs

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Bringing it all together – Insight, Strategy, Action

Visitor’s Needs

• Research a Topic

Marketing Objectives

• Position firm as expert in topical area

• Connect visitor with lawyers that can help

• Identify why they are interested in the topic

Metrics

• Thought leadership promotion - % of visits that result in two or more “thoughtware“ items on the same topic viewed

• Shopping Cart – no. of times an item was printed or added to a binder

• Click to call - % of visits to attorney biographies that result in a v-card download, email to the attorney, or bio print

• Context - % of visits where user identifies one or more segmentation variable (e.g. type of organization, name, title, industry)

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Bringing it all together – Insight, Strategy, Action

Visitor’s Needs

• Validate the credentials of a referred lawyer

Marketing Objectives

• Promote the lawyer and firm’s experience

• Create a dialogue

Metrics

• Credential checking- % of visits to the bio that result in more than one specific experience record being accessed or % of visits that result in accessing related thoughtware (blogs, pubs, events, etc.)

• Engagement offer relevance - % of visits to bio that result in acceptance of an engagement offer (e.g. Client alert subscription, twitter signups, webinar attendance)

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Once you have your data…

Start over!

• Reiterate with incremental

adjustments

• Where possible, gather

data before and after

making changes

• Let your results drive your

next steps

Measure

Reflect

Adjust

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