Sales Lead Generation: Tracking, Measuring, and Optimizing the Right Metrics and KPIs

Over the past years, the SCI Global  team has worked and collaborated well with clients to drive and establish good website traffic to each of our handled accounts. While increased page visits and sessions may signify success of online marketing efforts, the importance of converting website traffic into sales leads should definitely not be overlooked at.

Watch the video segment from our last webinar below and continue reading to learn more about our Sales Lead Generation marketing plan ready to be rolled out in 2017.



With most websites only converting leads at 1% or less, SCI Global aims to offer a hollistic and concise 2017 marketing plan focusing on sales lead generation. By learning and understanding how to get real metrics of what are really converting into actionable sales leads, SCI Global can help in doubling the potential amount of these leads by the end of next year.

The goal is to increase conversion rate multipliers to get better customer leads. This can be accomplished by using conversion rate optimization (CRO) to attract more potential customers through the sales funnel as well as by looking into and tracking a website key performance indicator (KPI) such as the lead conversion rate.

For the 2017 lead generation webinar series that will be presented until the end of the year, we’ll be tackling down how to identify real metric such as finding real numbers in Google Analytics matching up with business goals of achieving better sales leads from new potential customers through the website, examining current website call-to-actions (CTAs) that produce leads and identifying ways on how to add more of these as well as applying the 7Ps of marketing on CRO of website CTAs to increase ratio at which people are converting from visitors to leads. This webinar series will also be discussing the fundamentals of how to build the 2017 lead generation campaign with takeaways on where client staff can assist and work together with the marketing agency, the steps to repurposing efforts already put on the website and using these for email marketing campaigns, how to increase traffic for even more leads after already establishing higher base conversion rates of visitors to leads, and lastly, the pay-for-performance options for monthly services. 


Tracking The Right Metric

Identifying the right metric that we should be tracking does not only involve knowing the number of recorded sales leads from CRM systems but also understanding how visitors reached the website and interacted with it as well as scrutinizing values recorded from Google Analytics. 


Conversions or goals as what these are called in Google Analytics can track different engagements on a website such as completed ecommerce transactions, generated sales leads from request quotation or more product information form submissions, as well as other actions registered users have took on the site. 

As there are many types of conversions or goals being reported inside Google Analytics such as viewing a thank you page after form submission, signing up for an enewsletter subscription, downloading a white paper, making a purchase or completing micro goals like watching website videos, there is a need to identify relevant KPIs for lead generation like three or four recorded goals that caused good results in sales leads. It is better to analyze goals compared to Google Analytics conversion rates data that tend to be misleading and skewed because of the following:

  • By traffic acquisition channel : email marketing, organic traffic, referral traffic, paid search ads on Google PPC -- email marketing campaigns might return higher rates than referral traffic coming from banner ads on other websites. 
  • New or repeat customer visiting the website.
  • Usage of branded or non-branded search terms -- a big company might rely on Google and search for brands/distributor names and the type of product it is looking for, visiting one particular website and making conversions.
  • The type of conversion added. It is best to eliminate ecommerce conversion and micro goals and just focus on sales leads coming through the site.  

By figuring out the correct type of goals that align with new sales leads coming into the website and not solely depending on misleading and may come off as skewed numbers from Google Analytics such as conversion rates, identifying what really causes good results and drives sales for a company becomes easier. It is always best to avoid bad KPI measurements that might lead to bad marketing decisions.

A solution to understanding the right metric that can figure out the true cause of good sales lead results is working with recorded data in Google Analytics, backtracking on specific conversions into leads and making custom reports on it. With the new Calculated Metrics feature from Google Analytics, things used to be done by exporting analytics data from the web tool into a spreadsheet and manipulating it can now be worked on inside any Google Analytics dashboard.  


Access this feature by going to Admin > Calculated Metrics. Start using it by reviewing your set-up Google Analytics goals first, looking into which ones drive your business and indicate gaining sales leads from your target audience. You can pair all these together in a group. As an example, one group can include goals for sales leads, request information or contact us forms, and specific app note downloads. Note that formulas to be used for this feature will differ for each website but as an example, you can add up all relevant goals, divide these by sessions and a dividing value of 10,000 to get your Sales Leads Conversion Rate. 



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Optimizing Call-to-Actions

Since fuzzy and static metrics tend to mislead, knowing and understanding what you are measuring is extremely important. Measuring website sales funnels comes down to working on strong CTAs that will have the most effect on conversion ratios. 

The first step to making the most of your CTAs is doing an inventory of all current ones displayed on your website. Here are the types of CTAs that you can check: 

  • Basic: Email, Call, Contact Us, Request Quote
  • Intermediate: Live Chat, Subscribe to eNewsletter
  • Advanced: Watch Webinar, Access Online Calculator, Access Tool, Download Advanced Guide.



The second step is to increase effectiveness of these CTAs by applying the 7Ps of Marketing. Since manufacturers and distributors have more insights on their products, prices, and how these should be handled, we’ll be taking care of the 5Ps below instead: 

Promotion is about how an offer is conveyed to visitors, letting them know what they will get in exchange of their sales lead information. This usually takes into account the content used on banner ads or emails so it is best to have your ad copies appealing enough for visitors to get motivated in disclosing their contact information. 

(Place)ment deals with how you place the offers on the website, whether on a side bar as a banner or on a pop-up. There are a number of things that can be done on the website to optimize the placement of these offers and these can also be used as preliminary steps in planning out lead generation campaigns. 

Physical Evidence, also known as Packaging in the marketing mix, should consider how good design can greatly impact sales lead generation by having it visually appealing and at the same time conversion rate focused. One of the keys is taking the ad copy with the most compelling offer we can make a customer and having it resonate with them. Simply using “Buy Now” as a CTA for an ecommerce site, adding trust seals and badges, having images showing that the website is secure, displaying payment methods and credit cards accepted, and adding in testimonials from other customers can positively impact conversion rates.

Positioning or Brand Positioning can be improved by mixing in messages conveyed -- becoming a thought leader, price leader, and an innovation leader. Take into account how sending out promos that gives 25% off or free shipping would not position the brand well as a price leader if a company does not really have complete prices on its website. 

People would refer to the ones who will do all these things for you. The SCI Global Team is a great team comprised of a hundred of professional marketers, designers and developers. Our core group with 6-7 members in coordination with client representatives can plan out campaigns, strategize and figure out how these campaigns will work well to meet client business goals and demands. 


Want to Learn More?

SCI Global Services can help you convert website traffic into sales leads by tracking relevant key performance indicators and using conversion rate optimization to attract more potential customers. Join us in our next Clever Client Webinar for this series to get more insights on our 2017 Sales Lead Generation Marketing Plan rolling out very soon.


Ready to Double Potential Sales Leads?

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