The most valuable data you can get from any visitor to your website is contact information. A website that can generate more leads than a competitor with the same amount of traffic is said to have a better conversion rate. Tracking software like Google Analytics can give you information about how people behave when they visit your website, and show you how many of them converted. You can use this data to try and improve your user experience and generate more leads.
If you want to generate more leads, one area that you should definitely polish is your quote request form...
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