How To Avoid The Top 10 Business Limiting Website Customer Experience Mistakes Made By Black Lawyers and Black-Owned Law Firms | #2 No Personalized Approach to User Journeys and Content

Lee Brookes • July 6, 2020

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Online audiences are heterogeneous; they comprise a variety of different user types and behaviours. Many Law firm websites fail to recognize the differences between these users and provide a uniform website experience with the same content for everyone.

Personalisation has been shown to increase conversions. According to research from Dynatrace, marketers report an average uplift in online sales or conversions (appointments, etc) of 19% from personalizing web experiences.

In our article on personalized product recommendations, we show how Millets increased conversion rates by up to 332% on some pages by promoting personalized product recommendations to customers.

Personalisation is highly relevant to B2B too, where different decision-makers have distinct needs. Let’s take the example of Sage selling accounting software to SMEs, where multiple people are often involved in the purchase decision:

- The end user is the accountant/finance person who will use the software and needs to know it enables them to do their job and satisfy compliance regulations

- The IT team needs to know the software aligns with their enterprise technology principles and can integrate with other relevant systems

- The procurement officer needs to know the pricing and product/service quality aligns with the business policy for supplier selection

A one size-fits all content strategy fails to address each audience’s unique needs and barriers to purchase. Personalization tailors content to suit each person and help your Law Firm's internal marketing team to tackle potential barriers in the user journey

STRATEGY RECOMMENDATION: Segment Your Customers

Find a way to segment your  clients or customers based on their demographic profile and/or browsing and purchasing behaviour, then tailor content and promotions to each conversion, whether that be FREE Consultations, or some other form of lead generation. 
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