At Chooz Marketing, we believe one of the keys to winning a client is through conversion rate optimization. We do more than your lawyer competitors by continually testing and optimizing your digital marketing campaigns.
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is essential for your law firm's marketing success. CRO is the practice of improving the user experience of your web pages to get them to take action. We optimize for your firm's main conversion goal, phone calls, and form submits. We increase conversions by testing and then using the test results to improve the user experience.
The difference between search engine optimization (SEO) and CRO is that with SEO you are improving metrics for search engines such as Google. CRO, improves the experience for the actual people visiting your webpages
How Do We Optimize Your Conversion Rate?
When potential clients arrive on your web pages from Google Ads, Facebook, and organic traffic sources, it is essential to split test your web pages. After we achieve statistical significance in the landing page tests, the data will reveal the top-performing landing pages. We use the best landing pages and delete the ones that didn't work. Even after we have identified the best landing pages, we will continue to test and optimize your pages.
CRO Tools
Using Google Analytics and other third-party software, we will track everything users are doing on your landing pages. These tools, such as call tracking, heat mapping, and numerous different integrations, allow us to measure traffic, phone calls, and revenue. We will utilize heat mapping and scroll/click tracking behavior patterns to optimize your firm's web pages.
Multi-Variate Testing
Multi-variate testing is similar to A/B testing except with multiple variables. Rather than just one variable, you are changing multiple at the same time. In some instances, the change is so significant that it can be considered an entirely new landing page on your law firm's website.
Home Page
The home page is the digital face of your law firm. It allows lawyers to make an excellent first impression with prospective clients. Make sure to clearly state how you can assist the potential client and why they should pick your law firm. Give them lots of opportunities to call you with phone number and contact forms. And make it easy for them to navigate to supplemental pages on your site that will help build authority. Lastly, the work doesn't stop there. There are a lot of home page factors that we will optimize once we start testing.
Landing Pages
A landing page is a fancy way of saying webpage. Landing pages are web pages where potential customers or clients "land" when they visit your law firm's website. We direct the user to a targeted page, rather than sending all of them to your firm's home page. The copy on the target landing page will be consistent with the text of the Google/Facebook ad the user clicked. Always try to send a user to a landing page that complements the rest of the prospective client's digital journey.
Blog
Testing blog posts is more straight forward than testing other landing pages or your law firm's home page. We want to identify content topics that resonate with users and then create more topics centered around that topic. Furthermore, we will research keywords and competitor blog posts to determine the best performing law-related blog posts.
Your Law Firm Can't Ignore CRO
CRO is one of the most important factors for your law firm's digital marketing success. If your firm is paying for PPC Ads or SEO, you want to be able to make sure you are converting that traffic into clients. You don't want to waste your firm's marketing budget on unproductive webpages that don't convert. Chooz Marketing will help you get past "vanity" metrics and achieve results that impact your law firm's bottom line. Please feel free to contact us if you have any additional questions about CRO for lawyers.