Visitor engagement is everything. One of the primary goals when sending visitors to your law firm’s website is to get the maximum number of them to engage. Why?
This is what ultimately leads to conversions and sends an influx of new clients your way. While there are several different metrics that can be used to monitor engagement, one that’s often overlooked is scroll depth.
What is Scroll Depth?
It’s simple. This is how far down visitors scroll on a web page. For instance, Google Analytics measures the 25 percent, 50 percent, 75 percent and 100 percent scroll points.
Knowing the scroll depth is important because it shows just how much visitors are engaging and interacting with a particular page. While other metrics like “time on page” and “session duration” can be helpful, they don’t always tell the whole story.
That’s because a long period of time spent on a page doesn’t always equate to engagement. After all, someone may simply click on a page and leave it up as a tab for an extended period of time while looking at another site before closing it out. In this case, you have no real way of knowing how much of your content they viewed and engaged with.
But analyzing scroll depth lets you know exactly how far visitors are scrolling down. This is extremely helpful because the farther down someone scrolls, the more likely they are to be engaging.
Let’s say that you wanted to determine which pages on your site are receiving solid engagement and which ones could use some improvement. Measuring scroll depth would let you know.
If page A had an average scroll depth of 100 percent, that would mean that it’s in great shape. The design, images, copy, CTA, etc. are all working well. But if page B only had an average scroll depth of 25 percent, then there’s an issue that needs to be addressed.
Tools to Use
There are two main tools that I recommended. The first is simply called Scroll Depth, which is a Google Analytics plugin you can install. It’s fairly easy to set up and involves copying and pasting a little snippet of code onto your site. You can learn more about this tool and the rest of the details here.
There’s also Crazy Egg. It offers a variety of features with scrollmap being one. But rather than looking at percentages, Crazy Egg relies on visual reporting where “the brightest sections have been viewed the most number of times and the darker sections have been viewed the least.” It’s very intuitive. You can watch a quick video to learn more about the process here.
One of the most critical metrics you can measure is engagement. Not only does this give you an idea of how visitors are reacting to your site, it offers a snapshot of their behavior so that you can make key adjustments to improve your conversions. Scroll map is the perfect way to understand engagement levels, so you’ll know which specific pages need your attention.