Isn’t that what we want all consumers to do when they get to our websites? Builders like getting internet leads. With a good follow-up program, builders I have worked with tend to convert about 4% of leads into sales. Unfortunately, not all consumers fill out lead forms. This is a gross understatement. In fact, the number of online shoppers requesting information is well under 10%. So, how do you know if your online advertising on, Google, or Yahoo! is working?

If you can’t measure leads alone to assess value, what should you measure to see if exposure to the other 90% of online shoppers were of any value to you?

Obviously, you have to measure something else. Let us help you out with some objective benchmarks. We completed a consumer survey of users on October 31, 2009. 6,044 consumers participated in the survey. They were only asked to participate once they had bumped around the site a bit. So, these could be called “engaged home shoppers.” We pared this down to 4,245 that answered all our key questions. One of the things we asked is what actions consumers actually take:

NHS Consumer Survey 2009

23.5% of consumers took at least one of these actions. Keep in mind a consumer can take multiple actions. Here’s how they broke down:

NHS User Survey 2009 - User Actions

So, what does this really mean? Well, if 23.5% took at least one of these actions, then of all the consumers answering the survey 17.6% clicked over to the builder’s website, 5.6% printed off the driving directions, 5% called or are planning on calling you, and 7.6% filled out a lead form. How can you track this?

Tracking is always an issue. First, make sure you track through Google Analytics or whatever you are using, users coming to your website. You can even track their path and whether referred traffic converts into leads on your site. Next, you must modify your registration cards on site to capture the real source and ask the question in the right way.

23.5% of engaged shoppers are taking action we can measure on What about the other 76.5%? Come read about it in a week or two. In the meantime, let me know what you think by responding to this post or sending me a note.


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