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

Our owner and CEO, Robbin Steif, started LunaMetrics twelve years ago. She is a graduate of Harvard College and the Harvard Business School, and has served on the Board of Directors for the Digital Analytics Association. Robbin is a winner of a BusinessWomen First award, as well as a recent Diamond Award for business leadership. You should read her letter before you decide to work with us.

  • Seo Practices Guide

    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.



  • Great Post. Testing is vitally important. Thanks for sharing, John

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