How good is your website at generating leads? Here’s the fastest way to calculate your website’s traffic-to-lead generation rate using your monthly Raven Report.
What You’ll Need:
- Last month’s Raven Report (or access to your Google Analytics account)
- Last month’s leads
- A Calculator
How Many Leads are Actually Generated Through Your Website?
This is a tricky question, because even if a lead connects with you through your website, they had to hear about you somewhere first. That place, whether it’s word of mouth, a commercial, Google, or Facebook, is your lead’s original source.
Your website, however, is where your leads go to determine whether your company is truly right for them. Or at least, right enough to learn more by getting in touch—and your website helps your leads connect with you easily (through effective calls to action and clearly communicating your contact information on all devices).
So when you’re calculating your website’s lead generation abilities, it may be more accurate to say that you are calculating your website’s ability to nurture—or at least, not lose—leads gained through marketing efforts.
Calculate Your Website’s Traffic-to-Lead Rate
- Locate your Website’s Traffic Numbers: See one of the screenshots below — one for Raven and another for Google Analytics — to locate your website’s “All Traffic” number.
Use your total website visits for your lead to traffic ratio. If you’d like to see how different leads are finding your website, peruse the top channels section to see how many visitors are finding your site through search, social, PPC ads, and more.
- Calculate Your Traffic to Lead Rate: Using the number of prospective customers (leads) that were generated in the same month as your traffic, enter the numbers into the formula below:
- Monitor this Number over Time: Calculate this number for 6 to 12 consecutive months and then you can:
- Calculate an average. The result is a more accurate picture of your Traffic to Lead rate.
- Observe trends. Is your rate rising or falling over time? Does it spike during certain seasons, events, or sales? Try to do more than just identify the trends; strive to diagnose the causes.
A Note on Your Leads and How You Got Them
All of your customers were leads at some point. Perhaps some were only leads for the duration of time it took to find your company on Google and purchase a product during their first visit to your website. More likely, your customers were leads for a longer period of time, and so tracking how exactly you obtained each lead is tricky.
Here are some helpful ways to track the number of new leads gained each month (and where they came from):
- Keep track of the source of your leads by asking. Asking where each lead found your contact information is as essential as asking for their name or email address. Keep track of their answers in a spreadsheet.
- Set up Google Analytics Goals. A snippet of code put onto your website by your developer can help you determine how many visitors call or contact you through your website each month.
- Use a CRM that helps you track leads. Customer relationship management software, like HubSpot, can automatically keep track of your leads and where they came from on your behalf.
Do you want to get more serious about generating and tracking your company’s leads?
Contact us. We’ll listen to your concerns about lead generation and tell you about our services. You can assess whether Engenius would be a good fit for generously boosting your numbers in this area.
