How to Set Up Your Website to Measure B2B Leads
Updated: Sep 22
Running a business in a highly digitised era requires businesses to create websites that can really optimise new leads.
Is your website attracting the right potential leads for your business? Realistic leads that your sales people can close in on?
Having a visually appealing and stunning website isn’t enough to drive vital leads, which is also why many B2B companies have a tough time creating a bespoke online lead generation strategy.
What is a Lead?
A lead is a potential customer who is interested in buying what you are offering (products or services). How are leads identified? Quite simple, these are people who not only visit your site, but willingly subscribe to a newsletter or provide personal information by filling out contact forms or call you. Therefore, leads consist of people that want to buy your product or service in the near future.
Even though businesses know they need leads – great leads, and a lot of them, they fail to know where and how to begin. Let’s take a look at how you can optimise your website for B2B leads.
Let’s go through some actionable steps to improve conversion:
1. Work out what conversion means to you
First and foremost, you need to have a clear understanding of what you expect from potential conversions. To work it out, you need to first define what conversion is for your website – If you have an e-commerce site, it’s sales on the site. If you don’t have an e-commerce site, you need to define what converting them into the sales funnel is – This could be, subscribing to your e-mail newsletter or them clicking submit on the contact form. Whatever it is that puts people into your sales funnel, that’s your measure of conversion.
2. Put a value to that conversion
Once you have determined the measure, it is now time to add value to that conversion. You need to identify which of the potential conversions will result in actual cash sales. First, you need to work how many of those conversions result in cash sales. So, if out of 100 e-mail subscribers, you get 7 sales of £175 each (after e-mail marketing), the value is £12.25 per conversion.
If you have an e-commerce site, this is a little easier, you can use your revenue as the conversion value. Though you may want to think about the lifetime value of a customer, I’ll explore this in another blog.
3. Set up the measures
To measure conversion, set up a goal and value in Google Analytics.
Remember, see above on how to work out the value of each conversion. Once you’ve set it up, wait a few weeks.
4. Discover what drives conversion
Then go to ‘Acquisition’ and look at the value of type of acquisition to see which is the most profitable.
In here, look to see what is driving conversion and most importantly, the most valuable conversion – Is it that viral tweet you sent, the guest blog post you wrote or when you attended that networking event?
5. Do more of it!
I don’t need to explain the rest do? – Do more of what works for you!