Your lead generation website may be optimized with all of the best tricks and techniques to lure visitors. However, if you’re not including lead validation among those techniques, you may be missing a vital component. Although Google analytics can tell you how many conversions your site is generating, that’s not the whole story. In fact, nearly half of all website conversions are things such as customer service inquiries, incomplete form submissions, and job applications. These are interactions that will not lead to increased sales for your company, but if you count them among your sales leads you could be in danger of making some bad decisions.
Lead validation combs through all of the conversions generated by your website, on the Internet, and over the phone. It not only lets you know which conversions are actual sales leads, but also the exact sources that generated them. Armed with this information, you can optimize your website to generate even more conversions and sales leads. Even though this process can be laborious and time-consuming, the results can be highly beneficial for your site. The following presentation goes into more detail about lead validation and explains why it needs to be a crucial part of your campaigns.
Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing firm in Chicago. His focus is on Internet marketing and website services, and technology.