How to Maximize Your Law Firm’s Conversion Rates

BY Hannah Felfe

Law Firm Conversion Rate
Conversion rate (internet marketing) concept. Businessman (marketer) draw growing graph of rise conversion rate.


Whether your law firm is just starting or you are part of a well established firm, conversion rates are crucial. Maximizing conversion rates is pivotal to gaining new leads for any law firm.

The best way to ensure that conversion rates are high is to test different options.

There are multiple ways businesses can improve conversion rates. According to research from RedEye and eConsultancy a sure way for any business, law firms too, to increase conversions is through the implementation of tests.

The report from RedEye and eConsultancy was based on data from a survey of 800 digital marketers and e-commerce professionals. Among the best rated tests for improving conversion rates were the following:

A/B Testing
A/B testing is the technique of using two different versions of a website’s layout and comparing them to determine the best performance. This is generally tested at random to see what generates the best conversion rates. You will have your original version, or the control, and then the slight modification, or the variable. A/B testing allows for small variations while monitoring to see how well those changes worked.

When it comes to understanding your audience, you must know that your leads are going to come from different backgrounds and work better with different layouts. The key to segmentation is to be dynamic. The visitor’s website experience needs to work with their personal behavioral, psychographic, demographic and geographical differences. The end goal of segmentation is to create a personalized visit for the lead. It is the process of dividing a large market into different segments of people who have similar needs and wants. The factors that affect segmentation are:

  • Identifying the segment
  • Measuring the size of effectiveness
  • Understanding accessibility with promotions
  • Knowing its appropriateness according to the law firm

Customer Journey Analysis
A customer journey map provides a view of the lead’s experience, from the first click to a potential relationship between firm and client. You can focus in on one particular aspect of the experience or look at the complete story. The goal is to teach the firm about their leads. Often firms understand how to gather data about their leads but do not know how to zero in on the complete user experience. A customer journey map does just this for the firm.

Usability Testing
Usability Testing determines how useable the website is. Generally, a firm will evaluate their website by having mock users test the site as they make comments and notes about the usability. The result is to seek out any issues with usability, collect data and to test the user’s satisfaction as they navigate the website. While implementing a usability test, you will:

  • Know the length of time it takes to complete a specific task
  • Discover participants’ satisfaction ratings
  • Examine the users’ performance

Multivariate Testing
Multivariate Testing takes a hypothesis in which multiple variations occur and tests it. While A/B testing only looks at a single variable, multivariate allows for combinations of variables to be tested. It will change elements such as an image or headline concurrently and separate them into groups of combinations to see which variation works best.

These types of testing methods have led to extremely successful websites for law firms. The best way to improve conversion rates is to try a few different variations to maximize your lead’s experience.

Hannah Felfe

Hannah Felfe is a staff contributor for Bigger Law Firm Magazine.


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