Company website updates and online advertising make up a big chunk of the marketing plan for most businesses these days. In an era where most people own a computer, and many own smartphones or i-devices of some sort, information is just a few clicks away when a purchase needs to be made.
While, like most advertising, there is some aspect of trial and error with online marketing campaigns, there are tools available to help keep track of how many visitors came to your website, and even how many filled out your contact form. But what about those customers that landed on your site, and actually called your business? How do you evaluate which marketing drove those qualified leads to your website, and from what other pages or search engines, so you can adjust and improve your online marketing campaigns?