If you have a Web site for your law firm, it is very important that you have analytics software installed and that you pay attention to what it is telling you. With the right reports, you can make informed changes to your site, ensuring the best user experience for visitors to your site, and maximizing the chance that someone who needs your help will opt to make contact with you. Here are a few items that you should pay attention to when going through your Web site reports.
Time Per Page
How much time are people spending on your pages? Are there some pages where people linger for minutes and other pages where they spend an average of just a few seconds before they click away? Learn from the pages people are taking the time to read and see if there is anything about your less popular pages that you can change to make them like your “stickier” pages.
Top Exit Pages
The “exit page” is the last page someone views on your Web site before clicking out of it. If you have a page on your Web site that is a top exit page, what is it about the page that causes people to leave your site? If it’s the “thank you” page following your contact form, great. If your homepage is your top exit page, you may have problems.
Links people use on your site, and the links they don’t use, may be telling you something about the usefulness, popularity and visibility of certain content on your site. If there is a link on your homepage that has not been clicked on in a year, think about removing it. If the content is important, then consider moving the link to some other place on the page where people will see it and use it.
404 Not Founds
A “404 Not Found” is an error that people get when they attempt to view a page on your Web site that doesn’t exist. This can be from a typing error by the visitor or a broken link on somebody else’s Web site. If you’re getting a lot of 404 errors, you should have a special 404 page on your Web site to help people get to your homepage, and get other Web sites to fix those broken links into your site if you can.
“Bounce Rate” refers to how many visitors immediately exit your site without viewing more than one page. There is no definite measure about what is a reasonable bounce rate, but if your data shows a 100% bounce rate, that is very bad. Pay close attention to the percentage of people who leave your site immediately and, over time, you’ll get good data about whether changes you make to your site have had a positive or negative impact.
Google Analytics is free analytics software available to anyone with a Web site. If you do not have analytics software installed on your Web site, it is recommended that you consider this full-featured Google utility.