Analytics and Lead Tracking
Anne decides to shop for candles at an online home fragrance store called Berry’s. They sell candles, room sprays, scented wall plug ins, and more. Anne finds Berry's by typing in "woody candle scents" into her Google search bar. She picks the very first Google search result, which is a paid ad. It leads to Berry’s website, and immediately an offer pops up on Anne’s screen. She can receive $10 off of her next candle purchase if she enters in her email address. She decides this is a good deal and gives her email.
Anne eventually decides on two candles, and checks her email to find the $10 off coupon. First time customers also receive free shipping, so Anne is pleased to complete her purchase.
Like Anne, all visitors to your site have a story and a trackable path for how they ended up purchasing your products or requesting your service. In your day to day work, you probably hear these stories, but you may not be able to track where all of your traffic is coming from. By implementing analytics and lead tracking software, you will not only be able to see which pages on your site are performing well, you will also be able to study specific customer activity if they have filled out a form on your website.
Analytics and lead tracking software will give you insight into which marketing activities are bringing you new customers and leads and which are simply draining your marketing budget. You will be able to directly associate ROI with traffic sources and marketing activities.