Customers want to know they can trust a business to deliver on its promises, and business want to know they can trust the information they receive from their lead generation websites. They want to be sure that their websites are giving them the most accurate picture possible of how successful they are at driving new customers to their businesses. Despite the incredible amount of data readily available to online marketers, however, not enough of them take the critical step of confirming that they can trust that information. As a result, marketers can make mistakes that they won’t even realize until it’s too late for them to do anything about them.
Here at Internet marketing company Straight North, we’ve analyzed more than 1 million website conversions, subjecting them to our lead validation and tracking processes. In doing so, we’ve discovered that many Internet marketers are making a serious error. By relying on raw conversion numbers to determine how successful their lead generation websites are, they ignore the crucial fact that nearly half of all conversions are interactions other than sales leads. Google Analytics and other reporting platforms in their default configurations don’t distinguish between conversions that are true sales leads and those that are other types of interactions such as job applications or customer service inquiries. This has the dangerous side effect of misleading marketers into believing some sources may be better at creating sales leads than they really are. Based on that erroneous assumption, marketers run the risk of taking resources away from sources that have much better success rates at generating sales leads.
For this and other reasons, online marketers simply can’t afford to ignore the importance of lead validation and tracking as components of their lead generation campaigns. The following guide details how marketers can implement these processes in their lead generation websites and strengthen their campaigns in the process. By doing so, marketers can trust in the numbers they receive from their websites and make more effective decisions with confidence.
from Straight North
Matt Cannon is Director of Web Services at Straight North, an Internet marketing company that offers SEO, PPC and web design services. Cannon manages all web development activities, making sure that every project is applying current development standards and techniques.