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Data-Driven Strategies to
Fast-TrackLeadGeneration
An effective website performs a
critical role for your company:
Generateleads
2
Essentials
3
• Get your analytics in order
• Reduce home page bounce rate
• Increase click-through to key sales pages
• Mo...
Analytics
drives all lead generation decisions
5
Get your analytics in order
• Implement code correctly
• Filter-out non-human traffic
• Set up goal tracking
• Tag every p...
6
Speedissues
Visitors have short attention spans
7
Page speed 

testing tools
Try these:

GTmetrix
PageSpeed Insights
Do visitors
see what you sell?
9
Productpages
Drive visitors to


• Your home page needs to serve as a
launch pad for a conversion path
• Analyze and tes...
Drives
Products
page views.
10
Bouncerate
The percentage of single-page visits
(visitor left the site from the page they entered)
Abouncer?
Is your homepage
> 50% bounce = needs work
12
Too many
visitors abandon
the site from the
home page
Bounce rate problem
13
14
Click-throughs
• Examine traffic to key product pages
• Set baseline numbers
• Test alternative approaches
15
Understand user experience
• What’s getting clicks?
• Google Analytics will not visualize
this data
16
User experience optimization
• Improve landing pages and
conversion paths
• Experiment with new offers
17
Heat mapping
Reveals what’s 

clicked - use it!
Customers
Do you know where your
come from?
19
Drivingconversions?
What traffic sources are
Your analytics needs to have 

goal-tracking enabled
20
Goals
by 

source
21
Conversion optimization
• Identify and increase activity from
high performing channels
• Experiment with new approaches...
22
Websiteaudit
Begin with a
Is your website your best sales tool?
23
Identify
Problem
Fix
Problem
Test
Against
Baseline
• Identify what is and 

isn’t working
• Evaluate trends, set a 

ba...
We work with B2B companies with lead generation challenges.
Our search engine programs drive visitors to your site.
But we...
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Data-Driven Strategies to Fast-Track Lead Generation

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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.

Published in: Marketing

Data-Driven Strategies to Fast-Track Lead Generation

  1. 1. Data-Driven Strategies to Fast-TrackLeadGeneration
  2. 2. An effective website performs a critical role for your company: Generateleads 2
  3. 3. Essentials 3 • Get your analytics in order • Reduce home page bounce rate • Increase click-through to key sales pages • Monitor conversion sources
  4. 4. Analytics drives all lead generation decisions
  5. 5. 5 Get your analytics in order • Implement code correctly • Filter-out non-human traffic • Set up goal tracking • Tag every page
  6. 6. 6 Speedissues Visitors have short attention spans
  7. 7. 7 Page speed 
 testing tools Try these:
 GTmetrix PageSpeed Insights
  8. 8. Do visitors see what you sell?
  9. 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. 10. Drives Products page views. 10
  11. 11. Bouncerate The percentage of single-page visits (visitor left the site from the page they entered)
  12. 12. Abouncer? Is your homepage > 50% bounce = needs work 12
  13. 13. Too many visitors abandon the site from the home page Bounce rate problem 13
  14. 14. 14 Click-throughs • Examine traffic to key product pages • Set baseline numbers • Test alternative approaches
  15. 15. 15 Understand user experience • What’s getting clicks? • Google Analytics will not visualize this data
  16. 16. 16 User experience optimization • Improve landing pages and conversion paths • Experiment with new offers
  17. 17. 17 Heat mapping Reveals what’s 
 clicked - use it!
  18. 18. Customers Do you know where your come from?
  19. 19. 19 Drivingconversions? What traffic sources are Your analytics needs to have 
 goal-tracking enabled
  20. 20. 20 Goals by 
 source
  21. 21. 21 Conversion optimization • Identify and increase activity from high performing channels • Experiment with new approaches for low performing channels
  22. 22. 22 Websiteaudit Begin with a Is your website your best sales tool?
  23. 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. 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.

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