A lead generation website probably is a major component of your outreach efforts to new customers and clients. Given how important this website can be to driving the generation of new sales leads, you’ve probably spent a lot of time building it to bring in conversions. However, if you’re relying on the raw conversion numbers to tell you how successful your site is, you’re only getting part of the story.
Raw conversion numbers from Google Analytics don’t tell you which of your conversions are actual sales leads and which ones are not, for example. Google Analytics also does not tell you where those true sales leads were generated or tell you anything about leads that come in by a phone call. When you’re missing that level of crucial information, you can’t optimize your website to reach its fullest potential.
Here at Straight North, an Internet marketing firm with PPC management services, we strongly recommend our clients implement lead tracking and validation. This process gives Internet marketers the complete view of the effectiveness of their lead generation websites. With that more accurate information about website conversions as well as phone call tracking, marketers can optimize their websites to deliver a higher ROI.
Implementing lead tracking and validation means you will need to build code into the infrastructure of your website that will track more information than the standard Google Analytics code. It also involves working with a vendor that can track and monitor all phone calls generated by your website. Although these efforts may involve a little more time and resources than you may have expected to put into your online marketing, the results can be well worth it. Getting all information you can receive through these added efforts can save you in the long run by creating a lead generation website that functions at peak efficiency and drives a greater number of true sales leads to you.
If you’re interested in making lead tracking and validation part of your online marketing efforts, the following presentation will take you through the process step by step. In doing so, you can rebuild your Internet marketing campaign into one that functions at a higher level and delivers mission-critical data that you may not have been receiving in the past. Your lead generation website is one of the most important tools you have for reaching out to new customers. With lead tracking and validation, you can be sure that this tool will deliver the best performance possible.
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. He manages all web development activities, making sure that every project is applying current development standards and techniques.
