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How To Figure Out Which Lead Was Generated By Which Conversion

December 10, 2013 by convertableblog

The contact form is the core feature of nearly all lead generation websites. A potential customer visits the site, fills out a contact form and waits to get a response from the company via email or a phone call. On the company side, most leads generated through websites are simply just emailed directly to a representative who will then take the next steps to follow up and qualify the lead before moving any further down the sales funnel. Oftentimes, the lead emails only consist of the contact information and a message that the user provided in the contact form. Since the company is only receiving this information in an email without any kind of analytics data, it is not possible to instantly determine how this potential customer found your site. And as the lead goes further down the sales pipeline and ends up resulting in a closed sale, it is extremely difficult to try and go back to the beginning of the sales process and figure out how the customer originally found your site in order to accurately attribute the revenue generated to a particular marketing channel.

Of course, the majority of people who run websites are already aware of (and hopefully actively using!) web analytics and conversion tracking. In most cases, they are using Google Analytics, which is by far the most popular web analytics tool in the market primarily because it’s free yet very robust. For the most part, Google Analytics will be sufficient for most website owners, especially those who are running ecommerce sites or sites otherwise not being used for generating leads through contact forms. But using only Google Analytics and its conversion tracking features for tracking contact form submissions is woefully inadequate for any serious online marketer. Why? Because the web analytics data is not attached to each individual lead and tracked all the way through the end of the sales cycle.

For example, let’s say you own a small dog training business in Richmond, Virginia. A potential customer, who we’ll call Susan, visits your website and fills out a request information form since she needs professional help to get her Peekepo to stop chewing on her coffee table. You instantly get an email with the information Susan provided and follow up with her. Susan decides to attain your services and pays you $200. But how did Susan find you in the first place?

Google Analytics can tell you that a lead (conversion) was generated by a Google AdWords campaign for the keyword phrase “dog trainers in Richmond, VA.” But wait, you also received three other web leads on the same day, all from different marketing campaigns. How do you know which email inquiry was generated by the Google AdWords campaign for the search “dog trainers in Richmond, VA” and which inquiries were generated by your Facebook page, your email newsletter or your banner ad on the local newspaper’s website? Which marketing channel should be given credit for generating $200 in revenue? By using just Google Analytics, you have no idea which lead was generated by which conversion and thus you cannot accurately measure ROI for any of your marketing campaigns.

Perhaps the opening line to a blog post on Unbounce.com says it best – “The holy grail for most marketers I talk to is being able to track a lead – or even a sale – all the way back to the original source keyword.” Well, you’re in luck because we created Convertable to easily bridge this gap between conversions and leads so you can automatically track the source of each and every website lead all the way down to the end of the sales process without having to deal with any expensive, clunky and bloated full-feature CRM software platforms.

Here is what Convertable will enable you to do –

  • Easily create a contact form with our drag-and-drop Form Builder (don’t have to mess with any HTML or SMTP/server settings!)
  • Capture analytics data and attach it to each email inquiry (including the original traffic source/keyword, location, pages viewed, previous visits, time spent on site, etc.)
  • Keep track of your leads in Convertable’s online dashboard so you can update the status of the lead throughout the entire sales process
  • Accurately determine ROI by attributing revenue to the proper marketing channel
  • Measure the true performance of every online marketing initiative – SEO, PPC, social media, email newsletters, banner ads, text links, etc.

And if your website is hosted on the WordPress platform, then the Convertable WordPress plugin makes accomplishing all of the above even easier! Also, feel free to check out howConvertable compares to Google Analytics, Salesforce and typical contact forms. Otherwise, go ahead and get started by signing up for your free Convertable account right now!


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