How To Track And Validate Website Sales Leads By Marketing Channel
For Internet marketers, the second-most important currency is information. The data they collect from their lead generation websites is crucial for helping them make improvements to their sites. Those improvements, they hope, make their websites more efficient and more effective at drawing new customers to their businesses. Yet, although online marketers generally don’t have to worry about counterfeit money, they should be concerned about getting misleading data from their lead generation websites. This data isn’t counterfeit in the same way paper currency can be faked, but it can be just as invalid for an online marketer’s purposes. This is why Track And Validate Website Sales Leads By Marketing Channel needs to be a core component of Internet marketing campaigns.
Here at Internet marketing agency Straight North, we’ve found that many online marketers are unaware of how false the information they get from their lead generation websites can be. They rely on the raw conversion numbers they receive from Google Analytics to provide them with an accurate depiction of how successful their websites are at creating new customers. However, there are some significant gaps in that data. When marketers try to make important decisions about their campaigns based on that information, it can be extremely risky.
The problem with relying on the raw conversion numbers from Google Analytics is that they don’t tell the complete story. In fact, nearly half of all website conversions turn out to be interactions that have almost no chance of leading to new customers. These are interactions such as job applications, customer service inquiries and even incomplete form submissions. Google Analytics, however, doesn’t distinguish between these conversions that are dead ends from a sales perspective and those that are true sales leads. Therefore, many marketers believe their websites are generating a lot more leads than they really are. This puts their decision-making abilities on shaky ground, without them even knowing it.
For example, assume a lead generation website has two main sources for conversions: Source A generates 100 conversions a month, while Source B generates 50 conversions. Judging from the raw conversion stats, an online marketer would assume that Source A is more successful at bringing in new customers and devote more resources to it over Source B. The marketer may even rework Source B to be more like Source A.
However, lead validation and tracking may change the way the marketer sees that information. After subjecting all those conversions to the validation and tracking process, for instance, it might turn out that out of Source A’s 100 conversions, only 25 were true sales leads. All of Source B’s 50 conversions might be true sales leads, meaning Source B actually is the more successful source. This means any attempt to emphasize Source A over Source B or make Source B more like Source A would have the unintended effect of hurting the website’s ability to draw in serious sales leads.
All of this illustrates why lead validation and tracking should be a core component of an Internet marketing campaign. When a website’s reporting is improved through the process and more attention is paid to conversions that come in by phone, marketers can know how many serious sales leads their websites truly generate and which sources generated them. This provides them with solid, actionable information for making improvements to their lead generation websites.
An effective lead validation and tracking process are two-fold. First, it must customize the code within the website to improve the reporting Google Analytics provides about each conversion. This will allow the marketer to see exactly which conversions turned out to be serious about becoming new customers and where they were generated.
The second component to the process involves paying more closer attention to conversions that come in the form of phone calls. Because Google Analytics only pays attention to conversions that happen on the website, phone conversions are ignored almost completely. Working with a vendor that can track and validate leads that come in via phone call can help marketers get crucial data that they otherwise wouldn’t have.
Once these processes are implemented and configured for the website, marketers will have access to more-detailed information than they did before. Reports they receive from their lead generation websites will include specific information about which conversions are validated sales leads as well as the marketing source for each one. They also can see a spreadsheet that provides complete data on each phone call that was tracked.
All of this adds up to online marketers receiving more useful information that they will need to improve their websites and ultimately drive more customers to their businesses. The following guide goes into step-by-step detail about how online marketers can make lead validation and tracking a key process of their campaigns. Follow it, and you’ll be certain that the currency you receive from your lead generation website has the most value possible for you and your business.