• SEO Roundtable , Friday, February 8, 2008 3:30 PM

You can automatically track landing page leads and conversions with analytics programs, but for marketers of more involved product or service purchases, adding a phone number to a landing page can yield greater insights (and possibly increase more sales) than analytics alone.

Tamar Weinberg poses this theory after seeing a discussion about it on the High Rankings forums; readers respond with various opinions on whether it's valid, and how to take the tracking further by adding click-to-call options, and other unique identifiers.

"I've seen an interesting solution where you can place JavaScript on your landing pages and depending on the referrer, it would display a different phone number," wrote one reader. In contrast, another reader says that it's better to get the consumers' contact info--by either using a "contact us via email" link or a submission form so that you can call them.

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