Law firm analytics and conversion optimization using ClickTale

Clicktale for law firms

ClickTale can help you improve your website by showing you customer behavior

ClickTale shows you how customers behave on each page including how far down they scroll, how they interact with your forms and what links they click. Most law firms are way too focused on driving traffic and not adept enough at converting the traffic they already have. There are lots of amazing tools to help you improve your conversion rate but they take some technical skills and some patience to get the most out of them.

This tool works partially by recording videos of your customers and user sessions as they travel through your website.

Recorded user sessions

After you put the code on each of the pages of your website you will be able to view videos of user’s activity. You can put yourself in the shoes of your visitors and try and figure out why they are not engaging more deeply. It’s a good idea to watch videos of users that came in from your favorite keywords through organic search and see what kind of experience they are having. You can usually find a couple quick wins, which can be anything from a JavaScript error to common problems associated with people using different browsers.

Form analytics

One of the best features is a thing called form analytics. Since forms are very important part of the generation for lawyers it is very important to make sure your forms have the right amount of fields and are highly usable. Most landing page experts say that shorter forms do better, especially when you offer something of value like a free e-book in exchange for providing your contact information. Many law firm forms are very long which can often hinder conversions. It is not only important to experiment with shortening your forms and adding incentives to fill them out, it is important to watch as customers use them. If they get frustrated because what is being asked of them is unclear or if there are JavaScript errors etc., they will likely bounce and you will lose the lead. This tool is at the end of the day only a tool and has its flaws. Make sure to use common sense and keep an eye on whether changes you make are actually improving your conversion rate.

ClickTale Form Analytics for law firms

Scroll Reach

Most visitors won’t scroll to the bottom of your page. If your call to action is too low on your page it will not get clicked. With a very long form, your submit button may be way down on your page. You can use ClickTale to determine if customers are even seeing your call to action. They certainly can’t click and if they can’t see it.

Scroll reach Clicktale for attorneys

ClickTale has a free trial and I strongly recommend getting it a try by visiting ClickTale Website

About John McDougall

John is the CEO of McDougall Interactive, publisher of The Legal Marketing Review and an authority on internet marketing for law firms. His team of over a dozen people helps law firms understand how to create a comprehensive internet marketing strategy and how to use of SEO, Paid Search and Social Media to generate more, and better, leads.

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  1. [...] A new post by John McDougall reviews how ClickTale can help law firms convert more of their website visitors through tracking user behavior and improving landing page conversion rates.  McDougall is the CEO of McDougal Interactive, an expert in online marketing for law firms and the publisher of The Lead Review. [...]

  2. [...] A new post by John McDougall reviews how ClickTale can help law firms convert more of their website visitors through tracking user behavior and improving landing page conversion rates.  McDougall is the CEO of McDougal Interactive, an expert in online marketing for law firms and the publisher of The Lead Review. [...]

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