As an SEM client strategist of several lead generation clients, I often get caught up in the hustle and bustle of trying to generate as many leads as possible and finding the best method of tracking those leads. Tools such as Google Analytics have made the process a lot easier by embedding a tracking code in the source code of every page. The code tracks the user throughout the site and allows the marketer to see: the user’s activity, how long they spent on the site, how many pages of the site they viewed before exiting, what geographic location the visitor is in, and of course who converts by completing a “goal” on the site. Typically, the main “goal” for lead generation sites, is getting the visitor to fill out some sort of “Contact Us” or “Request More Information” form. This is an easy method to track because we can code the form and set up the confirmation page as a “goal” within the Google Analytics interface.
That being said, a lot of people visit sites to get a phone number because they would prefer to talk to someone directly. As you can imagine, tracking a phone call is not as easy as tracking an online form, but it is doable. Here are some methods to consider if tracking your phone calls would be of value to you.
Phone calls can be a valid source of leads, and often the most qualified. Most companies are very proud and confident in the product and/or service that they are offering. Therefore, most feel that if someone is interested enough to call about the product and/or service, they can definitely be sold from speaking with someone directly. The main obstacle from receiving phone leads, is the ability to track where the leads came from. Many companies participate in multi-media marketing plans such as: television, radio, print, direct mail, online, etc. Therefore, unless the sales rep specifically asks the individual where they “heard about the company”, there is no way of knowing where the lead truly came from. That being said, if you test one of the three methods mentioned above, you will potentially gain some insight into the source of your phone leads.
The answer is unequivocally YES for a number of reasons. When you are running an online marketing initiative of any sort, you ought to utilize the most relevant page within your website to send your searchers to. This strategy holds true whether your site offers ecommerce functionality or is solely for lead generation purposes.
Think about when you click an online paid advertisement for something you need or want. Let’s use sneakers as an example. If you are automatically sent to a specific page within the site that offers the sneakers in a variety of styles, sizes, colors, etc. you are more likely to make a purchase than if you were sent to a more generic page. Searchers want immediate results and essentially to be spoon fed as much as possible. If you are investing money in a PPC effort, why not make it as easy as possible for a transaction to occur, rather than making a visitor work to find what they want? You also run the risk of losing the visitor all together. If the purpose of your site is to generate leads, it would behoove you to send visitors to the page which gives them a very specific action item. As an example, a form or whitepaper download page would make perfect sense to send visitors to.
Some additional suggestions to keep in mind with regard to Landing Pages: