How do you know if your marketing efforts are making the right impact on your firm? The short answer is Key Performance Indicators or KPIs. KPIs measure the success of your business based on goals you set before you started marketing.
Here is a list of the most important and easiest to analyze KPIs so you can get an idea of what you should focus on and why.
- Conversions – Conversions are obtainable goals that businesses establish before they begin any marketing. This can be the number of people who fill out a contact form, request more information or schedule an appointment. It is important to track conversions because it shows if your call to action forms and funnels on your site are effective. If you have low conversions, maybe your conversion form is too hard to find, or too lengthy? You can measure these using trackable URLS in Analytics, third-party programs (such as Vcita) or with website plugins.
- Pages Per Session (BONUS: Page times) – This is the number of pages a user clicks through when visiting your site. This is an important metric because you can see drop offs in your traffic. If 99% of your traffic only visits two pages on your site, there could be a problem with your site layout or navigation. If people are clicking through one or two pages and only spending a couple seconds on each page, you have a content issue. You can measure this through Analytics or third-party marketing programs.
- Social Media Reach – The number of people your social posts have the potential to be shown to. This includes the reach of the people who retweet you. This is an important metric because it can show you how interesting your content is. Say a post has a reach of 10,000 but gets no interaction – people are actively passing on your content, and you should rethink your social media posts. This can be tracked in Analytics, directly through social media and third-party marketing programs.
- Popular Pages – The most visited pages on your site. This gives you an idea of what content is working and what content is not. It can also give you insight into your best performing blogs. This can be monitored in Analytics or third-party marketing programs. If the majority of your traffic is only visiting your homepage, maybe your website could use a makeover.
- Behavior flow – This is the process people take when they visit your site. It gives you a detailed lineage of every action taken by users starting on their landing page. This is important because it can show you where your drop-offs are and what pages need a little love. It can also give you insight into user behavior and how well specific pages are performing. I recommend tracking this in Analytics.
Of course all of these are just suggestions, only you can decide what measures success for your business. If you would like help determining important KPIs, please contact us – we are happy to help!
About the author
Allen Rodriguez is a legal product development strategist who has been serving the legal industry for over 21 years. Over the course of his career, Allen has built a reputation for creating innovative legal services products as well as developing highly effective law firm business and marketing strategies. Allen is a valued speaker on the topics of law marketing, legal services product development, and future of law issues.