By Guest Blogger Aaron Wittersheim
Sometimes knowing what you don’t know can be just as important as knowing what you know. Take, for example, the conversions your lead generation website creates. You may know how many conversions are coming in through Google’s analytics, but do you know how many of those conversions are actual sales leads? Do you know exactly which sources are generating those sales leads? If not, you could be in a precarious position because you may not have all of the vital information you need. With lead validation, however, you can have a complete picture of how well your website is performing.
Nearly half of all website conversions are not sales leads — they’re incomplete form submissions, job applications or other interactions that won’t lead to new customers. Too many Internet marketers try to optimize their websites based on the raw Google conversion numbers. This means they may be working to optimize sources that aren’t actually generating many sales leads. Lead validation combs through all conversions — online and over the phone — and separates sales leads from dead ends. Even though it may be labor-intensive, the process can be well worth the effort if it leads to better information. The following presentation goes into more detail about why lead validation matters, to help make sure the things you don’t know aren’t hurting you.
Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing agency. He has helped startups, middle-market firms, and Fortune 500 companies improve organizational structure and grow through his expertise in process conception, task automation, and internal project management.