In my last post I mentioned analytics as a good think to do during the crisis. Check where the value is in your webtraffic, content etc. and what is a waste. This way you can make your webpresence more effective with the existing resources.

With ‘effective’ do not only think about sales. If time to conversion is getter longer because people are waiting longer before they buy/invest, or if you website is just not an ecommerce site. It may be wise to track leads.

The thing with leads is that you have always this value issue. How valuable are my leads and if I have valuable leads how did I get them.

When you are using only your webanalytics software the best you can get is a conversion rate for leads. You can check which source of traffic is giving you most leads. But this does not say anything about quality.

To get quality info you can do two things. Either you separate lead paths so that you can measure them separately. Or you add info to the lead.

Adding info to a lead can be done manually by asking people to mention or ask for a particular word/code. This way your sales team receiving the leads will have more info about the traffic source.

But you can also integrate you analytics with you CRM for example using Google analytics.

It is again time for a restyle.

Banners and advertising are getting visually very attractive. However most websites stay behind.

If your customer clicks on your well animated banner and comes on your website, be careful the two match. Due two the use of flash in advertising your landing page or company website  is becoming a sort of disappointment.

Most websites are still built around text. This is changing fast. The web is getting more visual. We are able to send out and consume more pictures, video’s etc.

For Brands this is a very welcome change. With the combination of image and text your message can get out stronger. The only thing is don’t stay behind. Avoid the risk of looking poor.

If your banners look better than your website you know it is time for a change. You could either change your banners or change your website.

I would chose the latter.