Monday, December 29, 2014
As we enter the final days of 2014, there is no more perfect time to reflect upon your firm’s successes, and shortcomings, of the past year. With your website serving as the focal point of your online marketing campaign, it’s important that you take time to evaluate its performance. With Zola Creative’s integrated performance tracking tools in our industry-leading Site Manager, you can learn a lot about your site without spending hours glued to your computer. Consider the following aids to help you understand your site’s success:
All sites created by Zola Creative are designed to engage visitors with user-friendly forms and interactive tools. Upon submitting a site form, the firm is sent all information shared by the site visitor (name, contact details, question/legal concern) but we wanted to give our clients more intel that will allow them to better gauge their sites’ effectiveness and give them a more concise understanding of each prospective client contacting the firm online. Our exclusive visitor insight service includes information on the referring site, a list of site pages viewed by the visitor, the length of time spent on the site and even the keywords used by the visitor, if the individual came to your site via search engine. To review all of this data for your site, simply log into your Site Manager account and click on “Contact Inquiries” within the Visitor Info section of your dashboard. This information may also be obtained for visitors who used the consultation request feature to schedule a meeting with your office.
At Zola Creative, we are all about accountability and being able to measure your site’s ROI which is why we’re pleased to offer all clients call tracking. With this feature, firms are assigned a unique number that has tracking capability. Similar to Smart Submissions, our call tracking tool gives you insight into a visitor’s activity on your site before the individual places a call to your office. This tool is much more reliable than having to rely on staff members to accurately log all incoming calls into your firm’s CRM. If you have activated this feature for your site, all of your callers’ stats may be found in your Site Manager account under “Telephone Tracking.”
E-Blast Open Rates
In addition to powering your firm’s awesome website, your Site Manager can do a whole lot more to power your online marketing campaigns. One of its great features is the comprehensive e-newsletter system that allows visitors to sign up for your e-blasts online and empowers you to send out regular blasts to hundreds, or even thousands, of recipients in a matter of minutes. Whenever you send these blasts, it’s important that you see how they were received. One way to do this is by looking at the open rate and clicks on any links that may be contained within the blasts. At Zola Creative, we keep logs for all e-blasts, whether it is sent from our e-newsletter system or when a new blog post is added, allowing you to gauge the effectiveness of your top of mind marketing campaigns. You can review these statistics by clicking on “Sent Newsletters” under the “Newsletters” section of your Site Manager account.
Another tool within your Site Manager account is the Event Management feature that allows individuals to sign up for seminars right through your firm’s website. Even after the event has passed, the Site Manager stores all registration lists allowing you to see a full list of attendees who registered for your events throughout 2014.
While all of these tools can help you measure visitor engagement, they don’t give you the full picture of all visitors which is why we highly recommend that you also consult Google Analytics during your annual review. At Zola Creative, we’re pleased to offer all clients a complementary annual website assessment where we will help you better understand all of this data and plan for the year ahead. Schedule your review today by calling us at 877-269-0076!