How To Avoid The Top 10 Business Limiting Website Customer Experience Mistakes Made By Black Lawyers and Black-Owned Law Firms#7 Not Ensuring Web Analytics Can Track Page Level Success Metrics

Lee Brookes • August 3, 2020
To know whether or not your Law Firm website is delivering a high quality of customer experience, you need to have a set of KPIs to measure performance.

However, out the box web analytics installations typically have measurement gaps. They’ll be adept at measuring session data but won’t be configured to capture specific page interactions, for example capturing video plays and whitepaper downloads on your Law Firm practice pages.

If we take the example of a download, typically this occurs via a landing page with a short form and ‘Download’ CTA button. Default analytics will capture the landing page URL sessions, and in-page analysis will show sampled page interactions, but there won’t be accurate tracking of field entry, form completion and submission.

If the form has a high abandonment rate, why is this? If we know which field is driving the most exits, or returning a high volume of errors, we can start to understand why performance is poor.

This is where analytics configuration helps improve your measurement of customer experience. By using techniques like event tracking, you can capture page interactions for non-standard elements, as well as using standard reports for metrics like time on page, bounce rate and % exit.

STRATEGY RECOMMENDATION: Set granular KPIs for specific site pages and user journeys on your Law Firm Website.



You can make usability/UX a measurement dimension of everything. Let's take the example of site search:



- Search depth



- Click through rate (CTR) from search results 



- # zero results searches



- Bounce rate for search results page 



- Conversion rate from search sessions



These measures build a picture of how successful search is at engaging and converting customers.



Once you've defined the KPIs you want to measure, ensure your web analytics tools are configured to capture this data and present it in an accessible format.



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