Google Analytics & Webmaster Tools are the standard tools for any website when it comes to performance, diagnostics and general health. Google Analytics is most commonly used to give you an interpretation of how many visitors have come to your law firm’s site, how long they stay, what they looked at and how they got there.
Whilst this information is incredibly valuable and a key component of any data driven marketing plan, it doesn’t tell you the effectiveness of the design elements of your site based on visitors behaviour.
With heatmapping software such as Crazyegg, you’re able to have a visualised report of how users interact and engage with your site, where they click and what the “hot spots” of your site are.
Great! So you know how people behave on your site. What next? How do you use this data to your benefit?
Our Search Marketing department use Crazyegg for every Search Engine Otimisation (SEO) project. Why? One of the main objectives in today’s world of SEO is to get relevant and quality traffic to your law firm’s site. Now we’ve successfully delivered more traffic to your site, the next thing we need to think about it how to convert this increased traffic into solid enquiries.
At the end of the day Search Marketing is a form of online marketing and it’s all about the measurable return on investment (ROI) via an increase in enquiries and subsequent matters. Heatmapping will assist us along the way of delivering results for your investment.
As shown in the above image, heatmapping visualises where people click on each page you wish to track. Just like heat-seeking camera’s – the “hotter” the spot (higher amounts of clicks) the brighter it becomes.
Using the Conscious Solutions site as the example, we can clearly see that our “Contact Us” and “About Us” pages get the most amount of attention.
Ultimately you want form fills from visitors. If your form were towards the bottom of your page on the left-hand side, yet 90% of your traffic clicks around the top-right of the page, it would make sense in moving your enquiry form to where the majority of visitors click.
Page View information from Google Analytics alone will not help increase online enquiries. Knowing where people are clicking on the page, and moving elements around the page to better suit your visitor’s behaviour will help put important calls to action (CTAs) in areas you know viewers are looking, resulting in a better conversion rate.