Lead Validation In Internet Marketing | Fora Financial Blog
How to Master Lead Validation In Internet Marketing
July 11, 2017

How to Master Lead Validation In Internet Marketing

There is a hidden danger lurking in the information that business owners get concerning their Internet marketing efforts, and it can leave their campaigns hobbled if it is not addressed. It happens when businesses assume they can accurately judge the effectiveness of their lead generation websites based on information that is not complete, only they don’t know it.

Based on that incomplete information, many businesses are not getting the full potential out of their lead generation campaigns. That means, people who could have are left in the cold instead. However, implementing lead validation as a critical component of the lead generation process can be a successful strategy to keep campaigns running smoothly.

When businesses want to know how successful their lead generation websites have been, the most common metric they look at is the raw conversion numbers they receive from Google analytics. This figure tells Internet marketers and their clients how many times a visitor to a website has been moved to action. The problem is that “action” doesn’t always necessarily mean that the visitor becomes a full-fledged customer.

In fact, nearly half of the time, conversions created by lead generation websites are not sales leads. Not every visitor who takes action on a lead generation webpage is doing so because he or she wants to become a customer. Half of website conversions turn out to be interactions such as incomplete form submissions, job applications or customer service requests. Although some of these interactions may be important to a business for other reasons, they likely won’t result in new customers.

However, many businesses take the raw conversion numbers from Google as gospel for the amount of sales leads they’re generating. Doing this can hurt them later, because it gives them a skewed idea of how well their websites are performing. Businesses could assume that a source with a higher number of overall conversions is more successful than another source with fewer conversions, and put more resources into optimizing it. What companies might not know is that the source with more conversions may produce fewer sales leads than the other source. That could mean businesses put their resources into the wrong place and may be hurting their chances of gaining as many new customers as they could.

An important tool many business owners and their clients overlook is lead validation. This process combs through every conversion from a lead generation website, including phone calls, separating the true sales leads from the conversions that fall into other categories. Although this process can be laborious, it can result in more complete information about exactly what a company’s sales leads are, and which sources are best at attracting them. Armed with more accurate information, business owners and their clients can fine-tune their lead generation websites more effectively; and ultimately become better at driving the types of conversions that matter the most to them. Incomplete information is a hidden danger for all Internet marketing efforts, but lead generation can be an successful strategy for avoiding it.

Fora Financial

Editorial Note: Any opinions, analyses, reviews or recommendations expressed in this article are those of the author's alone, and have not been reviewed, approved, or otherwise endorsed by any of these entities.

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Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing company in Chicago. His focus is on marketing and website services, and technology.