There’s a level of information that may be missing from your Internet marketing campaign, and it can make a world of difference. At Straight North, our Internet marketing agency, we’ve found that an alarming number of Internet marketers don’t know everything they need to know to optimize their lead generation websites. By implementing a lead validation and tracking process into their sites, however, they can fill the gaps in their data and build better-performing lead generation websites.
Many marketers rely on raw conversion numbers to tell them how well their sites are performing. However, those numbers don’t tell the whole story. Conversion numbers don’t distinguish between conversions that are true sales leads and those that are other types of interactions such as customer service inquiries. What’s more, those numbers don’t account for conversions that happen over the phone, leaving more gaps in the data. Armed with this incomplete information, marketers may find themselves making assumptions about their sites’ performance that may not be true. When they base decisions about their sites and campaigns on those assumptions, the result could be websites that function less effectively than before. By tracking and validating sales leads, marketers can know exactly how many of their conversions actually are sales leads and which sources generated them.
The following guide takes you through the process of implementing lead validation and tracking, step by step. Follow it, and you can be more confident in the data you’re receiving from your lead generation website.
Guest Author: Matt Cannon is Director of Web Services at Straight North, an Internet marketing company in Chicago that specializes in SEO, PPC and web design services. Cannon manages all web development activities, making sure that each project is applying current development standards and techniques.