1. Analyze & Optimize: Creating Action on the Web
Kalev Peekna – Manager, Web Practice
John Simpson – Managing Account Director, Web Practice

2. INSIGHT
WHAT ARE WE MEASURING?

3. 62.5
Items sold per
second during Xmas
2008
$10,000
Revenue per minute
threshold below
which alarms are
sounded in real-time
99% 7 Minutes
Orders shipped on- Frequency of delivery
time trucks leaving Amazon’s
UK facility
J

4. “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”
J

5. Let’s say we want a
metric for customer
enjoyment. How
would we calculate
that?
How much time
each customer
spends on the site?
How about the
average number of
minutes a customer
Not specific enough! spends on the site
per session. If that
goes up, they are
having a blast.
But how do
Good points. And we factor in
purchases.
anyway, enjoyment
is just the start. In
the end, we should
be measuring I think we need to
customer ecstasy. consider frequency
of visits, too
J

6. What Are Firms Doing Today?
Visitors’ Need
Enjoy surfing and browsing books,
videos, etc.
Web Site Marketing Objective
Capabilities • Drive awareness of products and
services we offer
• Promote repeat purchases
Web Site Capabilities
• Identify repeat visitors
Metrics • Profile users and contextually
Firm’s “advertise” relevant products
Visitors’
Marketing
Needs Metrics
Objectives # of repeats visits by purchases that
last greater than 5 minutes and
include views of more than one
product category
J

7. INSIGHT
STATE OF LAW FIRM WEB ANALYTICS

8. Common Metrics - Visits
• Total
• Unique
• Repeat
K

9. Common Metrics – Content Trends
• Lawyers
• Site sections
K

10. Common Metrics – Traffic Sources
• Search engines
• Keywords
• Geography
K

11. Common Metrics - Technical
• Platforms
• Browsers
K

12. 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
K

13. STRATEGY
A PARADIGM SHIFT IN LAW FIRM WEB
METRICS

14. How do we move ahead?
What people
are looking at What people
are doing
K

15. Two type of websites
Application sites Content sites,
such as store such as news,
fronts, banking, reference,
etc. media, etc.
K

16. 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 Legal Sites
accomplish some task
or function.
K

17. ACTION
CREATING CONVERSIONS

18. Which actions are supported by your site?
Finding a Lawyer
100% of GC’s view bios of attorneys to which they are referred
• Finding basic contact information
• Checking or validating a referral
• Following-up a recent meeting or contact
Researching a topic
GC’s use the Web for research 85% of the time versus other sources
• Looking for new information
• Identifying people with experience
Seeking Continual Education
Sharing know-how matters: nearly all participants confirmed that they do read
law firm alerts
• Trends
• Events
• Publications and News
K

19. Content Interests of Your Audience
Factors Aiding Research of Outside Lawyers and
Law Firms for Potential Hire
80%
70%
60%
50%
40%
30%
20%
10%
0%
J
Source: Corporate Counsel New Media Engagement Survey, 2010

20. 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
K

21. 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
K

22. Calls to Action
J

23. 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

24. Calls to Action – Engagement Offers
J

25. Calls to Action – Engagement Offers
J

26. Calls to Action – Resource Offers
J

27. Calls to Action – Resource Offers
J

28. Calls to Action – Resource Offers
J

29. Calls to Action – Combination of Offers
J

30. K

31. 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 study
K

32. Calls-to-action can be placed on any page
• MoFo.com search results
K

33. Calls-to-action can be placed on any page
• MoFo.com search results
K

34. Designing Calls to Action
Lay the Groundwork
Use Active Words
Source: http://boagworld.com/design/10-techniques-for-an-effective-call-to-action
J

35. Designing Calls to Action
Use White Space
Get the Position Right
Source: http://boagworld.com/design/10-techniques-for-an-effective-call-to-action
J

36. 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%
K

37. Bringing it all together – Insight, Strategy, Action
Web Site
Capabilities
Firm’s
Visitors’
Marketing
Needs
Objectives
J

38. 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)
J

39. 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)
J

40. Once you have your data…
Start over!
• Reiterate with incremental
adjustments
Adjust Measure
• Where possible, gather
data before and after
making changes
• Let your results drive your
next steps
Reflect
K