Lead Generation sites: putting it all together
Lead generation sites are different from e-commerce sites, obviously, because first the visitor converts to a suspect/prospect, and ultimate converts to a purchaser — maybe. So you can look at any set of KPIs you like, but I think that it always comes down to three measurements:
1) How much is each kind of lead generation conversion (the e-mail marketing registration, the demo download, etc.) worth to you? (Here’s the easier of the two posts I wrote on this topic. And now, here’s the harder one.)
2) Once you know which actions turn into sales, how do you convince visitors to take those actions more often? (So, this is a basic conversion blocking and tackling. Don’t hide your call to action. Slice and dice your conversion rate. Measure your bounce rate. Do some user testing.
3) Finally, figure out how much you can pay for the clicks that turn into leads
Robbin Steif
LunaMetrics
Related Posts
- Lead generation: Long forms, short forms, medium forms
- Compute the value of your lead gen conversions – Pt 2 of 2
- Conversion: Assessing 15 sites in 90 minutes
- Computing the Value of your lead gen conversions – Pt 1 of 2
- Shopping carts, sign-ins and conversions
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Can you tell me what is the exact meaning of Lead Generation Site? I have been trying to find an answer, that is how I came across your site, thanks.
Hi SEO Practices. There are four kinds of websites:
1) e-commerce. Where you buy stuff
2) lead generation. Where the primary goal of the site is to capture the individual’s information after s/he says, “I’m interested!” and then a salesperson gets in touch. (So that’s what makes it a lead.)
3) Content. Like cnn.com or nytimes.com
4) Customer services. Like, any airline where you can print your board pass out online.
In reality, lots of sites cross the borders here, i.e. an airline site will both sell tickets and print boarding passes.
hth
robbin
Great Post. Testing is vitally important. Thanks for sharing, John