A prospective client lands on your website. If in the first few seconds they feel that the site is not sufficiently professional and not quickly guiding them to the information they are seeking, they will question your ability to serve them and will start researching other law firms instead. This is just one of the findings of the most recent LexisNexis Martindale-Hubbell’s Law Firm Website Conversion Study.
The good news is that there are a number of tools to help your law firm’s website work hard for you in driving more requests for information and appointments from your site visitors. These tools are centered on the concept of “A/B testing.”
A/B testing of web pages is the process of displaying a certain page to a percentage of your site visitors, while displaying a different version of the same page to your other visitors. Through this comparison, you can see which version of the page drives the greatest number of conversions to uncover the messaging, layout and imagery that is most effective for your law firm’s website. You can then take these learnings and apply them to other pages within your site and to other marketing vehicles (such as email) to get the greatest bang for the buck from your new insights.
To that end, here are five effective A/B testing tools to help you generate more leads through your law firm’s website:
1. Google Content Experiments
Many law firms use Google Analytics to understand how site visitors are finding their websites and what they are doing on the sites once there. By using the “Content Experiments” feature within Google Analytics (a free feature), you are able to display different versions of a page to your site visitors. You can test different headlines, different images and different calls-to-action on the page to uncover the variants that resonate with your audience. Because Content Experiments is already housed within Google Analytics, it’s highly integrated with data that you may already be viewing on a regular basis. The downside is that there is no visual editor, which could make it difficult for certain users.
Eliminating the IT-middleman, Optimizely is a simple yet robust tool that lets you test variations of your web pages using a WYSIWYG (What You See Is What You Get) visual interface. The visual editor gives you control to set different testing variables and targeting parameters, create custom goals and track performance in real-time. It then allows you to implement live changes to your pages on the spot. Optimizely’s resource center is filled with useful information via its blog, content library and YouTube channel, which houses approximately 125 videos including feature reviews, how-to guides and webinar recordings.
Unbounce is a powerful A/B testing solution that allows you to quickly custom-build your own branded landing pages (including responsive mobile pages) using Unbounce templates, all of which are designed for conversion. It’s a great tool for the non-technical attorney (no HTML knowledge required) to be able to launch and manage landing pages without IT support. With Unbounce, you can conduct unlimited A/B testing and monitor real-time conversion rates. And the platform integrates with many other popular technologies, including Google Analytics, Salesforce and Mailchimp. And similar to Optimizely, its resource center is chock full of useful guides, tools and videos.
4. KingSumo Headlines
According to Copyblogger, only 20% of your blog readers make it past the headlines. If you want your prospective clients to actually read your blog posts, you have no choice but to optimize your headlines to make them more compelling. This is where KingSumo Headlines comes in. KingSumo is a blog headline testing tool that allows you to publish a new blog post with multiple headlines. Over time, the tool identifies and displays the best performing headline to maximize your traffic and readership. Note, this plugin works only with WordPress websites.
This tool is different than the above four options, in that it’s an onsite survey tool. Think of Qualaroo as a qualitative complement to the previously mentioned A/B testing tools that together can maximize your website conversions. You can use Qualaroo to identify the main questions your site visitors have or their main areas of interest. The tool can even be configured to ask logical follow-up questions based on the site visitor’s initial answers. You can use Qualaroo Convert to guide your site visitors through your conversion funnel “in the moment” while they are on your site, and then to serve them the right landing page based on their responses.