There are several steps involved with the sales funnel. In many cases, it takes time to fully warm up a lead before they’re ready to actually seek out your legal services. Even 50 percent of qualified leads aren’t ready to convert initially.
One way to increase interest, build rapport and make leads more comfortable with your law firm is by making micro-conversions.
What Are Micro-Conversions?
Google offers a simple yet succinct definition: “Micro-conversions are activities that users frequently engage in before purchasing.” These represent smaller steps in a client’s journey before they inevitably decide that they want your law firm to handle their case.
There are several different types of micro-conversions, but here are some common examples:
- Signing up for your newsletter
- Downloading a whitepaper or eBook
- Watching an explainer video
- Commenting on a blog post
- Checking out your contact page
The underlying theme here is that micro-conversions demonstrate an interest in your law firm and often intent to become a client. They don’t directly result in a macro-conversion (e.g. paying for your legal services) but show that your leads are heading in the right direction.
Why Are They Important?
The primary benefit of micro-conversions is that they provide insight into the user experience. By tracking them, you can gain a better sense of the content visitors are most interested in and what’s contributing most to your law firm gaining new clients. As you generate more and more data on micro-conversions, you can make little adjustments that should improve the user experience and increase your macro-conversions.
Tracking micro-conversions can also provide you with a snapshot of your website’s health and what your brand equity is like. Or as Nielsen Norman Group puts its, “Micro-conversions provide essential visibility into the holistic user experience. Sites that optimize for long-term returns need to focus on all of the components that provide a positive user experience and business return over time.”
How to Track Them
By now it should be pretty clear that these smaller conversions play an important role in the overall success of your site and are essential to the lead nurturing process. But how exactly do you track them?
Fortunately, Google Analytics (GA) makes this fairly easy. You simply create goals to track various actions like signing up for your newsletter or downloading a PDF file. All you have to do is enter a “destination URL” and GA will start supplying you with data on a micro-conversion. You can choose from a list of common actions or set up your own custom one. Check out this guide from Google to learn how to get set up step-by-step.
The end goal of your legal site is to convert leads into clients, which would be defined as a macro-conversion. But it’s important to remember that not everyone is ready to take the plunge right away, and a lot of leads need to be nurtured. Paying attention to micro-conversions and tracking the ones that are most integral to your macro-conversions will provide you with some valuable data that you can use to improve the overall user experience.