Monday, 23, May 2011 09:58
Not everybody who buys from a website started out as a lead generated through online marketing efforts, it has been suggested.
In a post on the HubSpot Blog, Angela Bray writes that there is a distinction between online marketing leads and qualified customers.
The freelance writer and multimedia journalist says the recent webinar, The Science of Analytics, by HubSpot's social media marketing scientist Dan Zarrella, highlights this.
She writes: "A lead in e-commerce is filling an online shopping cart, but not completing a checkout.
"'Lead' is shorthand for almost-customer; it is a step closer to being a customer."
However, the definition of 'customer' is the same whether in the real world or online, she notes.
Customers are always those who complete a purchase, as opposed to expressing an interest without spending any money.
Webmasters are told that, whatever analytics platform they use to measure their website performance, it is likely they will be able to create a specific token to track particular goals.
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