Can you trust the information you get from your lead generation website? If you’re taking its raw conversion numbers as gospel, you shouldn’t trust it at all. That’s because those conversion numbers don’t give you the full story about how well your site actually performs — or doesn’t perform — at generating true sales leads. Taking those numbers at face value without digging deeper into the data can set you up for big problems down the line.
At Internet marketing company Straight North, we’ve examined more than 350,000 website conversions and discovered something startling in the process. Nearly half of the time, website conversions turn out to be things other than sales leads. Whether they’re incomplete form submissions, job applications or customer service inquiries, these conversions never lead to new customers.
However, most reporting platforms such as Google Analytics lump them with true sales leads. That can create a problem when Internet marketers try to optimize their lead generation sites because they don’t know which sources are generating the most actual sales leads. As a result, they might end up emphasizing sources that churn out more of the wrong kind of conversions.
You need to trust what your website is telling you. That’s why you should read this presentation about lead validation — you must validate your sales leads to know for certain how many you have.
To read Straight North’s original publication click here.
Guest Author Biography:
Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing firm in Chicago that specializes in SEO, PPC and web design services. His focus is on Internet marketing, website services and technology.
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