There’s more to gauging the effectiveness of an Internet marketing campaign than counting the number of conversions your website generates. Without knowing how many of those conversions are true sales leads, you’re not getting the full picture. For example, the vast majority of sales leads are converted on their first visit to the site. However, unless you know that, you wouldn’t understand the importance of optimizing your site to capitalize on the assessment phase of the buying cycle. Likewise, understanding how many true sales leads are generated on a Monday as opposed to a Thursday can help you identify on which days to concentrate your spending.
Getting a fuller picture of your campaign is why lead validation should be a crucial element of it. The following presentation outlines exactly how lead validation can work for you and make your Internet marketing campaign stronger.
Aaron Wittersheim is Chief Operating Officer at Internet marketing agency Straight North. His focus is on Internet marketing and website services, and technology.