Lead validation is the process of separating sales leads from non-sales leads in an effort to generate a targeted list of the most reliable conversion opportunities. This information, although time consuming to collect, should be an essential part of your campaign analysis process.
Quality leads are always better than an overbearing quantity of leads. This is because it’s important to focus your time, energy, and budget on opportunities that are most likely to benefit your company. The time spent to narrow down your leads to a filtered list will be well worth it when you find that your efforts are becoming more effective over time.
Half of Your Conversions Are Probably Not Leads.
Approximately 50 percent of conversions, on average, are not sales leads.1 Non-leads include things like customer service inquiries, spam, incomplete forms, personal phone calls and sales solicitations.
Basing campaign evaluations and testing on conversions rather than leads can cause significant problems. Firstly, focusing on conversions gives companies an overly optimistic picture of campaign productivity. Also, conducting split tests based on conversion data rather than lead data leads campaign managers to the wrong conclusions, possibly hurting rather than helping the campaigns.
To illustrate the second point, consider a keyword analysis for a PPC campaign. Suppose the campaign manager is reviewing conversion data and sees the following:
Keyword A produced 100 conversions.
Keyword B produced 60 conversions.
The campaign manager will naturally put more emphasis on Keyword A. But suppose a lead validation process is rolled into the campaign execution process, and the campaign manager sees the following:
Keyword A produced 30 sales leads.
Keyword B produced 40 sales leads.
Now, the campaign manager will put more emphasis where it truly belongs, on Keyword B.
Determining campaign productivity solely based on conversion data can be extremely misleading. It’s best to get all the information when it comes to performance and true value before making financial decisions regarding your marketing efforts.
The First Dance Makes the Difference
85% of visitors convert on the first visit.1
While nurturing relationships with returning users to attain future conversions is always a best practice, you have to keep in mind that many first-time visitors are coming to your site for a specific reason and may make a purchase if they can find what they’re looking for. However, if they don’t find what they want immediately, they will bounce from your site and look for their desired product or service elsewhere. If you have an optimized website that offers a great user experience (UX), you will increase the rate of first-time user conversions.
Analyze Behavior to Optimize Your Efforts
Use analytics tools like Google Analytics and Mouseflow to monitor your user behavior and improve your conversion rate. You can use these two in conjunction with each other to get the most bang for your buck and really analyze your user’s activity and experience.
With Mouseflow, you can find users who visited your site through your AdWords campaigns by filtering your recordings for “gclid” (Google Click ID). This will populate a list of targeted users who have interacted with your advertising campaigns. You can also filter by UTM variables, such as source, medium, and campaign. By doing this, you can watch how these targeted users are interacting with your site, troubleshoot any problems, and gather more analytics that will help you optimize your website!
By optimizing your site for users that are generating conversions, you are building a structure that supports and encourages more users to convert over time. You can use this information to customize your Search Engine Optimization (SEO), User Experience (UX), site content and marketing campaigns to target and nurture visitors who are more likely to convert.
Analyze your metrics for filtered leads to see what inspires users to convert into paying customers. Once you have this information, you can optimize your marketing campaigns and site content to further target these users and take advantage of the opportunities available.
With proper lead generation and filtering, it’s possible to not only create an environment that produces results, but also inspire it to grow over time.
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Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing firm that specializes in SEO and PPC.