law firm content marketing

The 5 Types of Conversion Rate Optimization Tools Law Firms Need

by Kevin Vermeulen • October 1st, 2020 • Conversion Rate Optimization | Blog

Conversion Rate Optimization Tools for Law FirmsDriving traffic to your website is a great start, but it’s not a strategy in itself. You need your website to generate real leads that will lead to new business for your law practice. This is where conversion rate optimization (CRO) comes in. Use CRO to persuade visitors to complete a desired action, such as downloading a white paper or signing up for a webinar. CRO is a complex and ongoing process, but there are tools that can make the process easier for law firms. Here are 5 types of conversion rate optimization tools that law firms need. These tools will help you gather the proper insights so that you can in turn make the right adjustments to your website that enable you to convert more traffic and leads.

Conversion Rate Optimization Survey Tools

The goal of conversion rate optimization tools are to make it easier for website visitors to become leads, and ultimately clients for your law firm. To do that, a great place to start is understanding which areas of your website hinder conversions, and which help. Survey tools help you to analyze the end user’s experience, providing insights that can help you further refine actions. 

  • On-site polls or surveys – These allow you to collect feedback in the moment, or right after. This is a great method for getting inside the minds of potential clients. You can also use these to target certain users based on activity, for example, return visitors. Some tools available in this category are Qualaroo or Qeryz
  • Email surveys – Law firms can use email survey tools to provide client sentiment insights and demographic data. They are a great way to capture detailed information from current clients or prospective ones. Try Google Consumer Surveys or Surveymonkey

Conversion Rate Optimization Maps

It’s essential to understand the way visitors navigate and behave on your law firm’s website. Mapping tools can help you to collect this very valuable data. You might hear them referred to as heat maps, and these tools provide real-time, actual behavioral information. There are several types of map tools available, and which makes sense for you depends on your particular goals and conversion paths. 

  • CRO click maps – As the name suggests, these share information on where visitors click on your site. Users can get a visualization with clicks represented by heat – the “warmer” a spot is, the more clicks it represents. You’ll also see them often referred to as heat maps.
  • CRO scroll maps – This is helpful in understanding how much of a page visitors actually see. Users can see how far down on the page people scroll so they can better plot their content.
  • Mouse movement maps – To better understand what visitors are looking at, these tools provide information on where they move their mouse. It’s very helpful in understanding where users hover, not just click.

There are a few tools that offer all 3 user behavior map reporting capabilities, such as FullStory Hotjar, and Usability Hub.

A/B Tests

A/B testing is an important method for understanding how users respond to your site and the different elements of it. These tools send 50% of your visitors to a new version of your site and 50% to the existing version so you can see which performs better. This allows you to use data to make better decisions. 

There are lots of A/B testing tools on the market and many of them use “drag and drop” functionality to make things easy. For small and mid-size firms, some tools to check out are Google Optimize, Optimizely,, or ABTasty

Heuristic Review

This format entails the evaluation of a site by a group of experienced optimizers, using a predetermined evaluative framework. This can be extremely helpful since it offers users a chance to access insights from experts who have optimized hundreds of sites. It’s important to note, though, that feedback in these areas tends to be more subjective than other data-based tools. Within a context of CRO, the most commonly-used elements of a framework are: 

  • Motivation
  • Value Proposition
  • Relevance 
  • Incentive 
  • Distractions
  • Anxiety and Frictions

Existing Data

Most firms have lots of data available that can be helpful in optimizing conversions across their website. Don’t overlook existing data that is right at your fingertips. Look for information across three categories: 

  • Previous research – such as focus groups, online research, competitive information
  • Details from conversations with your clients – call transcripts, notes from meetings, etc. 
  • Brand sentiment – measured by social media engagement and online conversations


Conversion rate optimization is a critical component of making your law firm’s website work for you as more than an informational tool. If you’ve been struggling to turn traffic into leads, these 5 types of conversion rate optimization tools will help to weed out problem areas and eliminate anything that might provide friction to your conversion goals. Thus, enabling you to dramatically improve the return on your other marketing investments. Remember that tools are always evolving and so it’s important to do your research to align conversion rate optimization tools with your law firm’s unique goals and needs.

Ready to chat about conversion rate optimization for your website? Contact us today for a free consultation.


Are you ready to get started generating new, qualified leads?

Contact us to get started and let us help you energize your digital marketing and business development efforts.

Contact Us