Legal Choices is a consumer facing website run by England and Wales’ legal services regulators. It provides members of the public and businesses with easy to understand information about their options when it comes to dealing with legal matters.
DTW was enlisted in Autumn 2019 to deliver an ambitious programme of digital marketing with the aims of
We devised a campaign strategy focussed on a combination of Google Search, Google Display and Facebook advertising. Strategy and planning took place during late 2019, with campaign activity launching in Spring 2020. This included graphics based adverts, search listings and promoted articles based advertising.
Our focus was on minimising cost-per-click (CPC) whilst driving high quality traffic to the website – measured through time on page, scroll depth and bounce rate.
The rapid emergence of Covid-19 in spring 2020 meant we had to react quickly and change our approach to the campaign. This included pausing all activity relating to the eviction chatbot when the government placed a ban on residential evictions.
We shifted the focus to developing in-depth topical written articles to fill the substantial gaps in information that quickly appeared around legal issues relating to the pandemic. We linked the articles to specific landing pages on the legal dictionary, encouraging visitors to navigate deeper into the site and utilise the dictionary to understand the legal terms referred to in the in the articles.
We worked with legal experts to provide this essential and topical information to consumers and businesses and we profiled audience groups on Facebook to ensure advertising was delivered to the right audiences in a timely, topical and relevant way.
As the campaign progressed, we evolved the content to cover topical legal advice on issues including furlough and redundancy as well as broader topical issues such as weddings and moving house during the pandemic.
We exceeded the target of 1.7 million sessions, achieving 2.8 million sessions by mid-October 2020. This accounted for 95% of the sites overall traffic during the campaign period with an average cost per click of £0.09 across all channels. Both CPC and CTR out performed benchmarking averages for the Legal industry with the campaign’s average CPC for Display ads 5.5 times lower, Search ads 11 times lower and Facebook ads 14 times lower.
Whilst CPC remained low, the quality of traffic remained high. Quality tracking of visits showed an average time on page of over three minutes on the written articles and over four minutes on the legal dictionary demonstrating the accuracy of the targeting and the value of this content to the site’s visitors.
Average time on page
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Cookies to help us to analyse the use and performance of our website and services. These include:
|__hssc||This cookie is set by HubSpot. The purpose of the cookie is to keep track of sessions. This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp.|
|__hssrc||This cookie is set by Hubspot. According to their documentation, whenever HubSpot changes the session cookie, this cookie is also set to determine if the visitor has restarted their browser. If this cookie does not exist when HubSpot manages cookies, it is considered a new session.|
|__hstc||This cookie is set by Hubspot and is used for tracking visitors. It contains the domain, utk, initial timestamp (first visit), last timestamp (last visit), current timestamp (this visit), and session number (increments for each subsequent session).|
|__lotl||URL of the visitor's original landing page, if any.|
|__lotr||URL of the visitor's original referrer, if any.|
|__utmc||The cookie is set by Google Analytics and is deleted when the user closes the browser. The cookie is not used by ga.js. The cookie is used to enable interoperability with urchin.js which is an older version of Google analytics and used in conjunction with the __utmb cookie to determine new sessions/visits.|
|__utmt||The cookie is set by Google Analytics and is used to throttle request rate.|
|__utmz||This cookie is set by Google analytics and is used to store the traffic source or campaign through which the visitor reached your site.|
|_lo_cid||ID of the visitor's current chat, if any.|
|_lo_np_||Set if a user should no longer receive a particular poll.|
|_lo_rid||ID of the visitor's current recording.|
|_lo_uid||Unique identifier for the visitor.|
|_lo_v||Total number of visitor's visits.|
|GPS||This cookie is set by Youtube and registers a unique ID for tracking users based on their geographical location|
|hubspotutk||This cookie is used by HubSpot to keep track of the visitors to the website. This cookie is passed to Hubspot on form submission and used when deduplicating contacts.|
|YSC||This cookies is set by Youtube and is used to track the views of embedded videos.|
Cookies utilised by DTW and third parties in order to understand personal preferences and provide a more personalised advertisement experience. These cookies include:
|IDE||Used by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.|
|uid||This cookie is used by Google to measure the number and behaviour of the visitors to the website anonymously. The data includes the number of visits, average duration of the visit on the website, pages visited, etc. for the purpose of better understanding user preferences for targeted advertisements.|
|UIDR||This cookie is set bu scorecardresearch.com. The cookie is used to tracks the users activity across the internet on the browser such as visit timestamp, IP address, and most recently visited webpages. and may the data send to 3rd party for analysis and reporting to help their clients better understand user preferences.|
|VISITOR_INFO1_LIVE||This cookie is set by Youtube. Used to track the information of the embedded YouTube videos on a website.|