Podcast: Offline Conversion Tracking with Jeff Eckman

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In this episode of LPO, SiteTuners CEO Tim Ash talks offline tracking and progressive disclosure with Jeff Eckman, Founder and CEO of Big Giant Conversions. They discuss the challenges in offline and cross-channel tracking such as users dropping the last part of the URL. Jeff shares best practices such as having a fresh domain to attribute sales to a particular advertisement and using unique 800 numbers to track where people are coming from. 

Tim and Jeff also talk about the advantage of getting people to call versus a webform submit and the economic threshold for call centers and self-service. The two also define progressive disclosure, which Jeff compares to a first date. They go through segmentation and disclosing information when it becomes relevant. 

Jeff points out why interactive marketers constantly make the mistake of trying to convert a respondent in one shot. He also talks about lead nurturing and his optimism on increasing the average three percent conversion rates.  

First Air Date: October 3, 2011

Listen online or download the podcast from WebmasterRadio.fm