The Behavior Flow report is a powerful tool in Google Analytics that determines which law firm website pages retain visitors. In this post, I will discuss three benefits of using Google Analytics behavior flow analysis as part of a weekly website review process.
Once logged into your law firm website Google Analytics account, select “Behavior Flow” under the “Behavior” heading in the left navigation panel.
The behavior flow view will show you a flowchart diagramming where inbound traffic lands on your law firm website, and which pages a visitor views once on the website.
The behavior flow shows you whether searchers land solely on your law firm’s homepage. If your law firm is funding paid search advertising campaigns, also known as pay-per-click (PPC), and the designated landing pages created for your campaigns do not appear in the Google Analytics behavior flow as a page where visitors enter your site, your campaigns are not working correctly. If your law firm is engaged in strategic social media marketing, you can see which of the specific blog posts or pages you have shared on social media are driving inbound web traffic.
Knowing where visitors enter your website can help you adjust your law firm’s comprehensive marketing strategy. Since behavior flows show you what drives the best traffic, you can focus your efforts and adjust what is not working.
Contact Us Pages
A primary law firm website goal is to drive visitors to contact your business. You can use behavior flows to track how many pages your visitors click through before moving to a contact us page, or before they engage in a contact goal conversion (i.e. form submission, tracking number phone call, tracking email submission).
If visitors are clicking on an average of three pages or less before viewing the contact us page, or before performing one of your other contact goals, your law firm’s website is performing within industry norms. If visitors are clicking on three pages and then exiting your website, or if visitors are clicking on more than three pages but still ultimately converting into a web lead, then I would recommend a reevaluation of your website content and/or reevaluation of your website design.
If your law firm is engaged in social media marketing, then you should review your social media behavior flows. On the behavior flow page, select “Social Network” from the dropdown menu on the top left corner.
This view reveals which social networks drive traffic to a website, and where visitors go after landing on the site. While most clicks originating from social media do not lead to additional clicks on your website, these visitors will spend more time on average reading the page they land upon. For inbound social media traffic, time on page is a more accurate metric than pages per visit. However, if visitors view your socially promoted blog post and leave your website after less than ten seconds, your content should be reworked. If these same visitors stay on a blog post page for 45 or more seconds, this indicates that they are reading the entire post.
From the social network behavior flow, a law firm can also determine which social media outlets bring visitors to their website on a consistent basis. If only two of social media outlets bring consistent traffic to your site, focus more of your energy participating on those networks. If one or two social media outlets lag behind consistently, review your behavior on those outlets, and adjust your strategy.
Call Me at Stacey E. Burke, P.C.
A consistent review of law firm website analytics is crucial to digital marketing success. If you are a lawyer that wants to focus on practicing law instead of reviewing Google Analytics, call Stacey E. Burke, P.C. We can analyze the data for you and give you advice on how to strengthen the effectiveness of your law firm website.