A leader in online legal services
Avvo has changed the landscape for consumer legal services. Its online marketplace gives people access to lawyers and legal advice, and offers lawyers a platform to reach consumers through editable profiles and tools to manage leads.
The site has detailed profiles and ratings for 95% of U.S. board certified lawyers, searchable legal advice from lawyers across the U.S., and a forum where people can ask specific legal questions.
Need for clarity
Avvo was facing a disconnect between the pricing of sponsored advertising and the customer value it offered. Ad pricing at Avvo was based on feeling rather than fact, making it difficult for the sales team to prove value to new prospects or implement demand-based price adjustments on existing accounts.
To understand the value of their ads, the team set out to gain insight into consumer behavior on their site. Specifically, the team needed to understand the number of impressions and clicks on sponsored advertising positions by region and legal specialty (e.g. divorce, real estate, and others).
The thought was, if consumers in a particular region spent more time exploring content or clicking on ads for a particular specialty, then the value of advertising for service in that region should be higher — and the price should be increased accordingly.
Tag, track, and import
To understand performance and site usage patterns, Avvo and its Google Marketing Platform Partner, Analytics Pros, used Google Analytics 360 to collect the right information.
They also used Google Tag Manager 360 to add and update website tags. Setting up event tracking enabled them to measure impressions, ad clicks, and clickthrough rates for on-site advertisements.
Event tracking allowed them to separately measure three possible conversion types independently of one another, offering a clearer understanding of how customers engage with the site and how successfully on-site ads generate leads. Once this analysis was deployed, Avvo turned to the data import functionality in Analytics 360 to incorporate regional and specialty information into its reporting. The company could upload proprietary data from outside of Analytics 360, like CRM, and integrate it with its Analytics 360 information for a seamless and more complete understanding of the customer journey.
Digital information can be imported from a wide variety of sources including CRM, CMS, ecommerce, and marketing systems, and joined on a wide variety of keys. By using this feature in conjunction with Tag Manager 360 and event tracking, Avvo was able to better understand its customer segments.
We’ve been very pleased with the results that were realized using data import in Analytics 360 to analyze client behavior on our website. This exercise has given us better insight into valuable data that will ultimately impact how we segment the market for legal services.
, Co-Founder & CTO, Avvo
A fuller picture
Before using Analytics 360, Avvo was limited to inefficient, URL-based reports to understand engagement by region and specialty. It was challenging for Avvo to connect page view reports to its own internal content classifications. An uninformative ‘other’ category accounted for 35% of total traffic, making robust site analysis impossible.
Following the Analytics 360 implementation, Avvo could more clearly measure content views, ad impressions, and clicks broken down by region and specialty, which helped it segment its pricing appropriately.
The addition of ad impression and clickthrough measurement gave Avvo a better view into its business. With access to unsampled reports in Analytics 360, Avvo can download its Analytics 360 site information and combine it with additional back-end reporting for an even more robust analysis of user behavior.
While Avvo already had a successful and fast-growing business, the lack of visibility into advertising success made it hard to align key revenue opportunities with actual site usage. By using Tag Manager 360 and the data import functionality in Analytics 360, the company has better organized and more informative insights, which continue to drive smarter business decisions.