Probably the most important aspect of your website analysis is conversion to leads—for website lead generation is the whole point. You want those visitors to become leads.
Of course you’ll also want to carefully measure the conversion of leads to closed sales. If your website has an overall purpose, it is lead generation. Use website analysis to make sure it’s fully doing its job.
Now you want to know: where did they go after they arrived? Website analytics will show you which pages visitors visit the most and which are doing better at website lead generation. This is an indicator of the high value of your content on those pages. Low visits to a page mean people may not find it as valuable so you should work on making it more relevant or needful. It could also mean that the page is harder to find, which should be corrected if so.
You ultimately need better insight into the two primary dimensions of quality – average profit per sale and average conversion rates from lead to sale. With insight into lead quality and ROI, the marketing team can unlock untapped opportunities with:
- Better alignment of the marketing spend to value potential
- Improvements to marketing strategy
- Better tracking and metrics
- Earning buy-in from the sales organization