Marketing is essential for any business to grow. Digital marketing is now becoming very popular and giving fierce competition to every big or small business. The legal industry also has a considerable share of visitors on various legitimate websites and searches. To track website traffic, Google offers a web analytics service known as Google Analytics. The information from Google Analytics is useful to find out which activities are driving traffic to a website. It also helps in organizing the data for a meaningful insight into a business. For example, Segments in Google Analytics can help marketers with marketing analytics for law firms.
Google Analytics segment
A segment is useful for data collection. It provides in-depth insights into the collected data. Segments levels include:
- User
- Session
- Hit
Some segments may be simple, like demographics, technology, traffic sources, and behavior. The advanced segments inform about the conditions and sequences. It provides a quick check of the aggregate data of the visitors.
Legal marketing
Firstly, legal marketing means advertising about legal practices or legal services. To break it down further, it is all about attracting potential clients for advice through a call or appointment. There could be many cases related to family matters, personal injury, or a criminal matter. A skilled legal marketer understands how to target the potential client by using the right marketing tools.
Secondly, marketing by lawyers has onerous regulations, and social media posts can fall into the category of solicitation. Still, legal marketing is essential to make people aware of current legal issues. The whole process involves thorough market research and advertising. Legal marketers use data analytics in the legal industry to promote a law firm within their budget and timeline. They create strategies like social media campaigns that help them achieve cost-effective marketing. There are several on-line and off-line methods to promote a law firm.
Marketing analytics for law firms
The timely analysis is critical to understand the behavior and demand of clients. For example, the Google Analytics segment is a useful tool to track the marketing performance of legal marketers. They can analyze their website performance quickly through marketing analytics.
Moreover, Segments help break down the data for various categories. For example, segments can provide information about which region has more land dispute complaints. One can also go for multiple segments to study different market trends. The scope to utilize data analytics in the legal industry is enormous and can reap many benefits for the marketers, creating strategies for law firms.
What You Can Learn with Google Analytics
Legal marketers can utilize marketing analytics for law firms to measure results. It will allow them to adjust their goals accordingly. Here are some advantages of using marketing analytics for law firms:
TIP 1: Identify Conversions
It helps you to differentiate between real and fake conversions. You can identify the conversions coming from bots and not consider them in your conversion report.
TIP 2: Bounced sessions
Bounced sessions inform about the number of visitors that leave the website right away. It helps in tracking the behavior of visitors. A bounce is a single-page session that happens when the user opens a page and exits immediately without using any option. A high bounce rate can be harmful to a business. Analyzing the bounced sessions can improve the services.
TIP 3: Behavior analysis
Analyzing the behavior of users is critical for any business. It says a lot about what the visitors are doing on a website. Moreover, you can identify popular services listed on particular pages based on user behavior and pattern.
TIP 4: Buying cycles
Identifying buying cycles assists the marketers in estimating when their efforts were more fruitful. Therefore it helps in selecting the most effective time to schedule a repurchase using marketing ads and e-blasts. For instance: the number of injury cases through accidents may rise in monsoon season or during fog.
TIP 5: Queries
Queries can be Branded, Non-branded, or irrelevant. Tracking these queries is useful for many reasons. A branded keyword includes the name of the website. Therefore it is an essential tool to determine the popularity of the website.
TIP 6: Traffic origin
It will be beneficial if you know the origin of the traffic to your website. Organic conversion tells about which medium, operating system, or browser brings the highest quality conversion. It makes clear what marketers should focus upon that will bring higher conversion.
TIP 7: Cross-Domain tracking
Cross-domain tracking is another useful tool. It describes a variety of ways that can collect visits to multiple domains using a single profile. In this way, marketers can analyze which variables are bringing most users to their website.
TIP 8: Traffic source analysis
Traffic source analysis gives an idea about how the campaigns are performing. Furthermore, the information about where the leads are coming from is essential. By utilizing this information, you can decide if it is better to invest in ads or not?
TIP 9: Traffic segmentation
By segmenting the traffic received based on the devices used can help you plan your next marketing strategy. If you notice a more significant number of mobile audiences visiting your site, you need to make your website more mobile-friendly.
TIP 10: Local Traffic
Analyzing local traffic is an essential segment when checking marketing analytics for law firms. It helps in serving the clients in a better way. Visitors within the territory are more likely to convert into clients. A potential client will not hire a lawyer from another city. It will be difficult for them to interact, and many times laws are also different for different states.
TIP 11: Data accumulation
Using marketing analytics for law firms, marketers can upload their data to the dashboard. It will attract more visitors, and you can analyze the data in a better way. A combination of first-party data and site behavioral data is useful to categorize audiences according to behavior.
TIP 12: User segmentation
Evaluating new users allows marketers to see market growth. By splitting of new users, it becomes clear how the posts are working on site. It provides a more in-depth analysis of cases. For instance, if views are increasing in fraud case studies, it merely means victims of fraud are growing.
TIP 13: Blog traffic analysis
Blogs are an essential section of any site. Analyzing non-blog traffic will show the real picture of the website. The visitor may scroll down to find the most suitable lawyer or go directly to the appointment section. If non-blog traffic is more than expected, it means the site is accessible and working well.
TIP 14: Referral traffic analysis
Many times, the traffic on the site is due to referrals. Websites get paid advertising opportunities. It helps to know how visitors reach the website. Moreover, it is a reliable indicator that helps in choosing the most valuable external link.
TIP 15: Page depth segment
Page depth segment will let you know how the user came to your site but did not convert to a client. You get to see the number of pages a user visits and stays on during a single session.
TIP 16: Buyer persona
Building a persona for visitors will sort the views according to content, device, day, etc. It will be beneficial to identify potential clients. A persona provides a clear understanding of how effective your campaigns were.
TIP 17: Returning visitors analysis
Targeting and identifying returning visitors can help you get a higher conversion rate and generate more sales.
TIP 18: Refresh content
A refreshed content drives traffic to a website. This segment has a direct impact on traffic. Check out if the changes are working or not. In most cases, this works out.
TIP 19: Sequence segment
The sequence segment shows how the visitors move between different pages and what actions they take? For example, a visitor may go to the home page and then directly click on the legal advice section or click on a particular service.
TIP 20: Unique visitors
A segment for unique visitors will help you find out the effectiveness of your outreach strategy. If the visitors navigate to the website via case studies, it should be considered as an engaging part of the website.
TIP 21: User session behavior analysis
Studying the behavior of visitors that resign after spending significant time will help in improving the website. They are potential clients, and the team can contact them through remarketing.
TIP 22: Goals
Clients who complete the website goals are useful to optimize the site. After analyzing the behavior of these clients, a datum can be there. It will help you conclude that a blog needs 5 minutes to complete on average.
TIP 23: New segment for blog visitors
Many visitors navigate to the website after reading a blog post. Making a different segment for them is useful for analysis. They may put down the conversion rate of the website.
TIP 24: Segment users who sign up
The visitors who sign in are the potential clients. Identifying and segmenting them will be very useful.
TIP 25: Segment users who do not sign up
Some visitors do not sign in. They are an essential segment to analyze the behavior of visitors. It gives an idea of the conversion rate.
Conclusion
The marketers can make segments based on visitors they are getting. Legal marketers may divide the visitors into categories like civil, domestic, injury, disputes, or divorce. If there is a list of lawyers on the website, ranking them according to popularity is a good idea. The number of cases, current cases, won cases, etc. could be a sub-category or segment. We hope now you have a better understanding of Google analytics and its segments, and how you utilize marketing analytics for law firms. Need a content strategy or digital marketing strategy for your law firm website? Get in touch with me at Contact@SanjayB.com.