There’s no denying the power of analytics and the impact it can have on a legal marketing campaign. And while many law firms are using metrics in some form or another, not all that many are taking advantage of real-time analytics, which can be defined as “the use of, or the capacity to use, available enterprise data and resources when needed. It consists of dynamic analysis and reporting, based on data entered into a system less than 60 seconds ago.”
As the Internet becomes an increasingly faster place, quickly gathering data is becoming more important. Here are some specific reasons why it pays to utilize real-time analytics and why this is something to look into if you haven’t done so already.
Effectively Monitor Behavior
Understanding your website’s visitors, leads and potential clients is critical for successfully marketing your legal services and making conversions. Real-time analytics is great because you can see exactly what’s happening on your website at any given time. This way you can tell which pages are getting viewed most frequently and determine what content visitors are responding to the most.
If your site is integrated with other networks like Facebook and Twitter, you can also see which features people are using. Rather than waiting for a week or more to accumulate data, you can access it instantaneously to gain a better perspective on things.
Seamlessly Perform Split Testing
Split or A/B testing is a technique that’s used to test two different versions of something to gauge which one people prefer. For example, you might perform split testing on two different email opt-in buttons to see which one gets the most clicks. Real-time analytics is ideal for this type of testing because you could tell after an hour or even minutes (depending on traffic) which button is getting the best results. In turn, you could make a well-informed decision and do away with the button that received fewer clicks.
Check the Effects on Traffic from Blog Posts or Social Updates
Whenever you’re using blogging and/or social media as a means of driving traffic to your website, it’s helpful to know which posts/updates are having the biggest impact. That way you’ll have a better idea of what’s resonating with your audience and what’s simply not working. Real-time analytics can help with this because you can actively monitor your traffic volume after creating a post/update and tell what people are responding to. The same goes for any other type of promotion you may offer. After creating it, you can simply sit back and see how much traffic it’s bringing to your site so you’ll know if you need to tweak anything on future promotions.
Due to the numerous benefits of real-time analytics, it won’t be surprising if nearly all serious legal marketers use it within the next five years. Getting on board right now should give you a one-up on the competition and ensure that you get the most from your metrics. If you’re not sure which type of real-time analytics platform to use, this guide will point you in the right direction.