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11.15.05
Will
Google Web Analytics Help Lead Generation?
 By
Brian Carroll
Google
(web) Analytics is now free for websites that have less than 5-million page
views.
If you don't have a analytics tool already, you should check it out.
Research shows that the number one priority for B2B websites is lead generation.
In the task of converting inquiries to leads and ultimately in determining return
on investment, your web site log files are an important tool for measuring to
what extent search engine optimization is working.
By pinpointing where traffic originates and the accompanying click-stream, you
have the means of tracking the path visitors are taking to your site. Log files
can be tied into the database to view how often a visitor clicked on and the attendant
click stream (pages visited and in what order).
In the complex sale, the length of the buying cycle make the connection between
on-the-web activity and the off-line decision to purchase much more difficult
to trace. So the challenge is connecting website log file data (analytics), with
marketing data (inquiries) and then connecting them with the sales
process.
I wrote a piece a while back on Tracking
ROI From Web Generated Leads.
Google
Makes Web Analytics Free
About the Author:
Brian Carroll is the CEO
of InTouch Inc. InTouch is a 50-person
company focused on delivering effective lead generation solutions for "the complex
sale."
Brian authors the very interesting B2B
Lead Generation Blog which focuses on B2B lead generation, sales leads, and
marketing for the complex sale. |
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