You wouldn’t go on a shopping spree if you didn’t know exactly how much money you had in the bank, so why evaluate your lead generation website without knowing how many actual sales leads it’s producing?
If you’re relying solely on raw analytics to evaluate your site’s performance, you’re not getting the whole story. Nearly half of all website conversions are things other than sales leads — job applications, incomplete forms, customer service inquiries, and the like. Without lead validation as a critical component of your campaign, you’ll never be able to separate the true sales leads from those other interactions — and you’ll essentially be flying blind.
Consider the following presentation if you’re building a new Internet marketing campaign or trying to optimise an existing one. Lead validation will give you a more accurate picture of your site’s performance, and keep you from spending money you don’t have.
Aaron Wittersheim is Chief Operating Officer at Internet marketing agency Straight North.