How To Avoid The Top 10 Business Limiting Website Customer Experience Mistakes Made By Black Lawyers and Black-Owned Law Firms | #8 Failure To Regularly Analyze Performance Based on Success Metrics

Lee Brookes • August 10, 2020
Once you’ve established the KPIs of your Law Firm website to measure performance against, you need a process in place to ensure these are regularly analysed. This doesn’t mean generating a report and thinking ‘job done’; reporting is not analysis!

It means not only agreeing on a reporting cycle, but ensuring that each time the report is generated, somebody is interrogating the data to ask ‘why?’ when KPIs change. For example, when measuring goal completion rate for email sign-up, if the completion rate increases sharply week-on-week, what analysis is done to understand what has caused this?

A common mistake that Law Firm's make is submitting business reports, flagging good and bad performance but having no explanation of what has happened or data to validate the change.

STRATEGY RECOMMENDATION: Define a regular review process



Put a process in place to analyse KPI reports and provide data-driven insights into why performance of your Law Firm website is changing.


Consider the following:



- Appoint an owner for each report



- Ensure there is an experienced web analyst supporting the report owners



- Agree variance thresholds for each KPI above/below which analysis is required



- When a KPI exceeds the threshold, report owner runs an initial diagnostic (triage)



- If the report owner can’t explain the change, escalate to the web analyst for deeper analysis & interrogation



- Include a section in each report for ‘Business insight & learning’ – once analysis is complete, attach findings and summarise key learnings for your Law Firm.



By adopting this process, your digital marketing review meetings will become more productive because performance fluctuations can be explained using data and learning from the analysis can be shared across the organization.