A broken bone is relatively easy for a doctor to fix, but what if that doctor didn’t know which bone was broken? Putting the patient’s entire body in a cast might solve the problem, but it’s terribly inefficient — not to mention unpleasant for the patient. Knowing as much as you can about a problem makes it much easier to solve, and the same principle applies to optimizing a lead generation website.
Here at PPC services agency Straight North, we’ve found that many online marketers don’t have all the information they need to improve their websites. That’s because they rely on the raw conversion numbers from Google Analytics, which don’t identify which conversions are true sales leads and which are dead ends. Implementing lead validation and tracking into their lead generation websites can give these marketers the additional level of information they need to succeed. The following presentation details the step-by-step process of implementing lead validation and tracking into an Internet marketing campaign. Read it, and you may be able to better identify the problems lurking in your data.
Matt Cannon is Director of Web Services at Straight North, an Internet marketing firm in Chicago 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.