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Glossary:

Term: Lead

Some online merchants don't offer anything for direct sale on their websites. Instead, they use their sites as a primary point of contact. Merchants who promote services, high dollar items, or products that require long or complicated sales cycles, often employ a website to generate qualified leads as opposed to actual orders. In these cases, merchants drive traffic to their website in an attempt to get interested visitors to somehow contact the company. Visitors either call or email the company directly, or they fill out some type of form. The merchant follows up with the lead and continues the sales cycle in a traditional manner. The goal is that the lead will later become an order with services and payment changing hands off of the Internet in normal business fashion.