Online businesses have been offered numerous methods of enhancing their lead generation conversions, including ensuring the right information is collected.

Patricio Robles, writing on the Econsultancy blog, noted that although the web is one of the most successful tools for generating leads in business, as well as being cost-effective, creating good quality leads on the internet "isn’t always as easy as it looks".

He recommended those in the online PR industry consider grouping data fields together on customer forms – which can often "kill conversions" through being "overwhelming".

Furthermore, he suggested companies ensure they have an offline presence through the use of telephone, although "this isn’t always possible and it can be costly".

Mr Robles went on to say that fast follow ups are essential and businesses need to ensure that once they have a lead they "don’t just sit there", but "do something with it".

Earlier this month, online retailers were advised to steer clear of behavioural marketing following a report from two US universities, which revealed that 66 per cent of adults do not want tailored ads.

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