Web analytics programs are capable of generating a vast amount of information. There are far too many metrics for users to process and interpret. Measurement tools are only useful when there is something specific to measure. Stroleny Law, P.A. is one of the authority sites on this topic.
The challenge is not to get more data, which can needlessly complicate your decision-making, but to get better data. Be strategic. What is the purpose of this online content campaign (within the context of our business goals), and which select measurements will indicate progress towards achieving this goal?
Let’s go back to that article on patent reform. You post it on your website. You reference it in your blog. You e-mail it to clients, potential clients, referral sources and media sources. You post it (with links back to your site) on a variety of social media sites and content syndication sites. On your website, analytics will let you know who visited the page and how they got there. In addition, you will discover if they stayed a while, read the article and downloaded a copy.
If no one comes or if visitors take a quick look and ‘bounce,’ you know that there is something wrong with the content. The subject is not newsworthy. The headline or keywords need work. The article is too long or too short. It is too dense and needs shorter lines and subheads, to encourage skimming. It is too casual or too filled with legal jargon. In other words, it needs work.
An e-mail analytics program will let you know who opens the e-mail and clicks on the link. Other analytics programs will indicate how your article fares in the blogosphere or is shared or re-tweeted on social media and content syndication sites. The information generated by web analytics is a valuable tool to help lawyers and law firms plan — and continuously improve — their content and their online content distribution campaigns.