Monetizing Lead Generation and other Non-Ecommerce Websites
Google Analytics provides extensive capabilities to help business owners determine the return on investment (ROI) on various web marketing initiatives. Business owners are expecting more from their websites and web analytics is a tool to help determine how a website is performing.
Despite the need to measure performance for lead generation websites, the perception seems to be that e-commerce site owners have the most to gain via Google Analytics and the utilization of its enhanced functionality.
Our viewpoint is that any organization that is utilizing their website as a tool to generate sales, sales leads or to grow their business in other ways, should consider how they might be able to leverage Google Analytics more extensively to their advantage.
Many Google Analytics (GA) users are familiar with its ability to set and monitor goals. This can include tracking newsletter sign ups, downloads and other items. The information provided via setting up goals can be very useful; however, lead generation websites can also leverage GA’s e-commerce functionality to monetize performance and obtain more detailed data.
By setting up a lead generation website as an e-commerce site you’ll be able to track the conversion process from landing page to the completion of an action. You’ll also be able to identify daily revenue and determine how much each goal contributes to your revenue. You can also track the number of visits that it takes to complete an action. There are many additional items that can be monetize and tracked specific to the needs of your business.
Attached is a link to an article by Brian Clifton that provides additional insight.
One of the beautiful things about the web is that its measurable and Google Analytics is a tool that you have at your disposal. Utilizing its e-commerce functionality may or may not be a fit for your business, but it warrants consideration, especially if you need information about ROI from your website.
You might be pleasantly surprised to discover the level of detailed information that’s available. Information that you may be able to use to help differentiate your business from your competition.
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