Identifying Lead Generating Activities
Lisa Evans, SVP of Measurement & Analytics
June 22nd | 2011 By
Sites that have too many lead generating paths can have a negative impact on the user experience and the bottom line. B2B needs to take a page from B2C when it comes to online user experience. B2B websites with complex product and service offerings must provide a clear path that allows the user to find relevant information en-route to purchase. Often information gathering activities such as, downloading pricing information or viewing product details, are classified by B2B companies as lead generating activities, based on their hunch that there is a relationship between these actions and actual lead volume generated. An empirical approach is necessary to validate these hypotheses, deliver better user experiences, and longitudinally track user behavior against lead generation goals.
Here are three suggestions for setting your agenda:
1) Apply predictive analytics and testing to determine which user behavior activities actually drive leads and conversions
2) Conduct user experience research to improve the information and buying process
3) Continuously test and monitor as user behavior and expectations change overtime