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Optimize Online Lead-Gen for Offline Sales
Posted By Bryan Eisenberg On July 22, 2005 @ 2:54 pm In Lead Generation,Offline Persuasion,Online Persuasion,ROI Marketing,Retail | No Comments
Internet Retailer reports Internet retail sales  in the U.S. are ballooning at a very healthy rate, about 25 percent in 2004. But as I reported last year , the Internet still influences more offline spending. When the transaction is completed somewhere other than an online shopping cart, how do you measure and optimize your site’s role in the conversion process?
With the new marketing and advertising landscape , companies are demanding greater accountability for their ad spend. Current technology and better persuasive planning can help a company not only increase the lead/cross-channel pipeline but also to measure and optimize it.
Drive Mass Media to Your Site
If your company spends a significant amount of money buying mass media, tracking effectiveness can be tricky. It may not be completely accurate, but you can likely measure which channel generates the most traffic for your site:
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2005/07/22/optimize-online-lead-gen-for-offline-sales/
URLs in this post:
 Internet retail sales: http://www.internetretailer.com/article.asp?id=15099
 last year: http://www.clickz.com/experts/crm/traffic/article.php/3421711
 new marketing and advertising landscape: http://www.clickz.com/experts/crm/traffic/article.php/3518011
 Continue reading my column at ClickZ…: http://www.clickz.com/showPage.html?page=clickz_author_fullarchive&author=3622853
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