Average cost per click, conversion rate, ROI, oh my! As digital marketing becomes more advanced and our opportunities to find legal clients online grows, so does our list of digital metrics we should pay attention to. Some firms may focus solely on how much they’re spending to sign one new client, while others try to create brand awareness and have more users see their firm’s name across the web via display campaigns. If you’re dabbling in digital marketing, here are three metrics that may help you increase your profitability and help your firm sign more cases this year.
Dwell Time
Dwell time is how long someone explores your website before returning to the search results to find another page to read. Think of it as a combination of your bounce rate (% of users who leave your firm’s site without clicking on anything) and your session duration (how long someone is on your domain). Dwell time is an important factor when it comes to Google deciding which firms will rank first on Google. Try to improve how long users stay on your site by providing high-quality content, easy navigation, and a clear “Contact Us” page.
CPA/CPL (Cost Per Acquisition/Cost Per Lead)
It’s not possible to have a successful digital marketing campaign (or marketing campaign in general) without tracking how much you spend to sign one new client. For example, you may get twice as many clients from your TV commercials than you do your PPC campaigns, but if you’re spending five times as much to air a commercial than to run a Google Ads campaign then you’re not stretching your marketing dollar as far as you could. You can calculate how much you spend per new client by dividing the total amount you spent on one marketing channel by how many new clients you signed in that timeframe.
Customer Value
Some cases are worth significantly more than others. For example, if you’re a personal injury firm, you likely see settlements of slip and fall cases around $3,000, while auto accidents are closer to $10,000+. You’ll need to keep these discrepancies in mind when you’re optimizing any digital marketing campaigns. Let’s say you have a general personal injury Ads campaign on Google with Ad Groups for auto accident and slip and fall cases. It may make sense to have an average CPL of $500 for auto accident cases, as you’ll still have a good return on your investment. On the other hand, it wouldn’t be profitable to pay such a high amount for a small slip and fall case.
Consider Lead Generation
If you haven’t worked with a lead provider before or are looking for a new legal lead provider, eGeneration could be a great fit for your firm. We have a robust in-house marketing team toiling away to generate the most high-quality Social Security disability, personal injury, workers’ compensation, and employment law case leads via PPC campaigns and SEO efforts. We focus on metrics like CPA and dwell time so you can sign clients at a low price. To learn more about our availability in your state, give us a call today at (617) 800-0089.