Getting value from web analytics is hard. This is true for ecommerce websites and even more so for professional services websites. There is so much data and so little time. How can a legal marketer determine what is worth measuring in order to show firm leadership that the website is a success?
Our February 19th program featured Steve Hennigs of Siteimprove, who provided us with a strategic framework for law firm web analytics as well as the tactical application of that approach as well. By applying this strategy, legal marketers can take out the guess work when analyzing their firm websites and begin providing firm leadership with recommendations on how to continually improve the website based on the data that is right for their firm.
This framework outlines the key components of a web analytics strategy:
- Identifying
with firm leadership key metrics to track Implementing the appropriate
technology to track those metrics
- Adjusting
outbound marketing processes to better gather data
- Focusing
on smaller sets of data for improved clarity
- Reporting
to leadership with recommendations rather than basic numbers
Special thanks to Shumaker, Loop & Kendrick LLP for hosting our program!
VIEW SLIDES: SLAYING THE WEB ANALYTICS DRAGON
