There may be some hidden pitfalls lurking in the data you receive from your lead generation website. By taking the raw conversion numbers you receive from Google Analytics at face value, you may be setting yourself and your entire Internet marketing campaign up for failure — and never know it. Without a process in place to validate and track sales leads that come from your lead generation website, these pitfalls can cause problems that you won’t be aware of until it’s too late.
Here at Internet marketing agency Straight North, we’ve found that too many online marketers see the raw conversion numbers from their site and assume that those are all they need to know about how well their sites perform. However, the truth is that those numbers don’t tell the whole story. For example, Google Analytics doesn’t distinguish between true sales leads and conversions that are job applications, customer service requests, etc. Those conversion numbers also fail to account for sales leads that are generated by phone calls.
With only the raw conversion numbers to go off, Internet marketers can run the risk of making important decisions about their lead generation websites based on incomplete and/or inaccurate information. They may emphasize sources that generate a lot of conversions, unaware that a relatively small percentage of those conversions are the type they want to bring in new customers. This can leave a website functioning at a lower efficiency than before, and hurt the overall ROI that marketers receive.
The lead validation and tracking process allows marketers to identify which conversions are true sales leads and where those leads are generated. This involves building code to improve reporting into the lead generation website, and working with a vendor that can track and validate leads that come in from phone calls. Although this can be a labor-intensive process, the rewards can be well worth the effort. Lead tracking and validation can enable marketers to make smarter, more informed decisions about their websites, which may ultimately improve their ROI. The following presentation goes step by step through the process of implementing lead tracking and validation. Follow it, and you’ll be better-equipped to avoid the pitfalls lurking in your website’s data.
Matt Cannon is Director of Web Services at Straight North, an Internet marketing agency 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.