How To Avoid The Top 10 Business Limiting Website Customer Experience Mistakes Made By Black Lawyers and Black-Owned Law Firms | #9 Lack of Investment in Tools to Measure Usability and UX

Lee Brookes • August 17, 2020
If your Law Firm doesn't have the budget available to invest in the right tools, your customer experience analysis will be compromised. We’ve seen Law Firms happy to spend thousands on paid media but balk at hundreds of dollars for UX software tool licenses.

There is a limit to what your basic web analytics tool can achieve. If you have an enterprise tool like Adobe, you may already be using integrations with session replay tools like Clicktale, but as most Law Firms are reliant upon the free version of Google Analytics, this type of advanced feature isn’t available.

To build a complete picture of customer experience, you need to be able to measure and analyse your prospective client's behaviour throughout the website. This requires multiple data sets:

- Behavioural - what they do, when and where

- Emotional - why they do things, what they like and dislike and why 

- Functional - what they click on, what paths they follow, where they exit 

- Rational - how they respond based on what the website presents them

To help you build this picture, you need to use multiple tools that help answer different questions:

- What are people doing? > web analytics session and user ID data

- What are their browsing paths and barriers? > session replay, scroll and heat mapping 

- Why are they doing it? > customer surveys, video testing
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