If you regularly review your website’s Google Analytics (GA) data, then you know how much information is available. If you’ve never taken a look at the GA reporting for your law firm, we hope that this post will encourage you to do so. This analytics program provides an enormous amount of information on traffic and visitor behavior on your website, and the biggest problem you will face, frankly, is figuring out what you want to look at and how deeply you want to dive in.
The challenge: today’s analytics are so complex that it is not always easy to figure out where to start or what to focus on. The following provides an overview; if you have questions, submit a support ticket and we’ll be happy to help you navigate this robust platform.
The first thing you see when you log into your GA reporting dashboard is the Reporting (overview) page. This gives you a big picture look at your traffic. You’ll easily see how many sessions, users, page views, pages per session, average session duration, goal conversions and the bounce rate.
You can also see how many visitors are first time visitors to the site, and how many are returning visitors. If you see a lot of returning visitors, it may be that people have come to depend on your website when they need to find your phone number or email address. You might want to provide more options for them (promotional items, more use of your business cards), or you may prefer that they keep using the site as a main point of contact.
Scroll down to see a series of choices for audience demographics, languages, operating systems and mobile device use. If your site has not been upgraded to a responsive design, don’t be surprised to see low numbers on the mobile side. Submit a support ticket and we will be able to bring your site into the modern world. This is only going to become more important as Google keeps moving its emphasis towards mobile.
We find that the geo section, location, contains a lot of useful data. By clicking through, you can see the names of nearby towns and suburbs where your visitors come from. Combining this data with your E2 CRM data may point you in some unexpected directions. If you thought, for instance, that only people within a fifteen mile radius are coming to your office, and you learn that they are travelling more than twenty minutes to get to you, your marketing efforts may shift to address a new market.
Within the audience section, you may also explore details on new versus returning visitors, frequency and recency and engagement.