Effective marketing strategies begin with the end in mind—the goal. Great websites perform a simple and critical role for your company: they generate leads. This presentation breaks down the website lead generation process to its simplest form, and shares four approaches that focus on website analytics that will fast-track your lead generation efforts.

1. Data-Driven Strategies to
Fast-TrackLeadGeneration

2. An effective website performs a
critical role for your company:
Generateleads
2

3. Essentials
3
• Get your analytics in order
• Reduce home page bounce rate
• Increase click-through to key sales pages
• Monitor conversion sources

4. Analytics
drives all lead generation decisions

5. 5
Get your analytics in order
• Implement code correctly
• Filter-out non-human traffic
• Set up goal tracking
• Tag every page

6. 6
Speedissues
Visitors have short attention spans

7. 7
Page speed
testing tools
Try these:
GTmetrix
PageSpeed Insights

8. Do visitors
see what you sell?

9. 9
Productpages
Drive visitors to
• Your home page needs to serve as a
launch pad for a conversion path
• Analyze and test alternative approaches

10. Drives
Products
page views.
10

11. Bouncerate
The percentage of single-page visits
(visitor left the site from the page they entered)

12. Abouncer?
Is your homepage
> 50% bounce = needs work
12

13. Too many
visitors abandon
the site from the
home page
Bounce rate problem
13

14. 14
Click-throughs
• Examine traffic to key product pages
• Set baseline numbers
• Test alternative approaches

15. 15
Understand user experience
• What’s getting clicks?
• Google Analytics will not visualize
this data

16. 16
User experience optimization
• Improve landing pages and
conversion paths
• Experiment with new offers

17. 17
Heat mapping
Reveals what’s
clicked - use it!

18. Customers
Do you know where your
come from?

19. 19
Drivingconversions?
What traffic sources are
Your analytics needs to have
goal-tracking enabled

20. 20
Goals
by
source

21. 21
Conversion optimization
• Identify and increase activity from
high performing channels
• Experiment with new approaches for
low performing channels

22. 22
Websiteaudit
Begin with a
Is your website your best sales tool?

23. 23
Identify
Problem
Fix
Problem
Test
Against
Baseline
• Identify what is and
isn’t working
• Evaluate trends, set a
baseline and establish
KPIs to monitor regularly
• Prioritize execution
for changes
> Visit ToTheWeb for a Competive Review and Analysis

24. We work with B2B companies with lead generation challenges.
Our search engine programs drive visitors to your site.
But we don't stop there — we make sure your visitors convert into leads.