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When your goal is to generate leads via the web, it is interesting to see which leads actual convert into a sale. How much was spent on reaching this lead (CPL) versus how many leads actually turn into buyers? It is important to be able to identify the source of this lead (and the costs associated with this lead) and to link these with a unique characteristic which can be used in the remainder of the process (the sales process).

In other words: the purchase funnel is being ‘extended’ offline.

Google Analytics provides this capability as part of the e-commerce capabilities. You only need to add to the ‘thank you’ page of the lead form: E-commerce code of Google Analytics. You can use a date and time as ‘order number’ and the order line item can be the product or service to which the lead form applies.

Customers using the Internet Scorecard in such a way, are using a unique characteristic during the whole sales cycle. Via automated imports of the Internet Scorecard data, a relationship is being defined with the CPL data and the CPS (cost per sale) is being calculated accordingly.

The Internet Scorecard provides visual overviews, showing successes and success percentages at a glance (by day, week or month). In the same way, the Internet Scorecard gives you insight into the conversion throughout the complete funnel and relates this to the most effective traffic sources. These insights allow you to define improvement plans and actions, which can be managed and followed up in the Internet Scorecard.

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