Conversion Rate Optimization (CRO) is important because clients are limited and traffic is expensive. The legal industry is an incredible competitive space, and that means that getting the right clients to your website takes an incredible investment. CRO is the process of making sure they choose your firm once they arrive at your site, instead of leaving and choosing a competitor.
Let’s say you spend $20,000 per month to bring 5,000 targeted visitors to your site each month. From those visitors, you close 1%, bringing in 50 new clients.
You can double your revenue in two ways.
The first option would be to double your clients by doubling your traffic. The next 5,000 visitors per month would probably be twice as expensive, let’s pretend it’s the same cost as the first 5,000, meaning you are now paying $40,000 per month to get 100 new clients.
The second option would be to improve your conversion rate by an additional 1%. With a 2% conversion rate, you would bring in 100 new clients each month, doubling your revenue, without paying a dollar more for traffic.
This is the power of conversion rate optimization. It lets you drastically increase your clients and revenue without paying a dollar more for expensive legal traffic.