By Darren DeYoung
You may think phone calls are an outdated way of tracking the performance of your marketing campaigns, but the opposite is true. Consumers are conducting more searches from their mobile devices and this trend will only increase.
Because of this, many companies offer customers the option to call service reps directly from their mobile apps or include simple call-to-action buttons on their mobile websites. If a customer has questions, he or she can immediately call the business and receive help. For many, this is an easier solution than tapping their way through a mobile website to find the answer to their question.
Unfortunately, some businesses are missing out on the click-to-call commerce opportunity due to poor customer service, long wait times, or complicated automated telephone systems.
Call tracking works by assigning unique, trackable phone numbers to each of your marketing sources (including but not limited to PPC campaigns, Facebook Ads, print ads, billboard ads, TV spots, etc.). When the tracking number is called, data is collected which can include:
When a customer calls your business, wouldn’t it be valuable to know how they reached you? Wouldn’t it be good to know what marketing campaign is providing the most leads? How about insights for improving the customer service experience? And to know what is working and what’s not? These questions can all be answered with call tracking.
Call tracking allows you to see what keywords are driving the most phone calls and conversions. This can be really useful when tracking the success of PPC campaigns. Whenever a customer finds your business online through a paid ad and calls your business, you will know which source and keyword drove the call.
Keyword-level tracking allows you to fine-tune your marketing efforts as you’ll have a better understanding of what is working and what isn’t.
Nothing can frustrate a customer more than being placed on a lengthy hold or getting sent to someone who cannot answer their questions. When using call tracking, you can route phone calls based on customer segmentation. Let’s say you work for a landscape services company. Your company offers tree planting and you also offer tree removal--two different services. This also means that your business has a tree planting department and a tree removal department. If a customer lands on your tree removal section of your website, with proper call tracking, their call can be routed to the removal department who can likely answer their questions better than anyone in the planting department.
With call tracking, you can measure call length, conversion rates, and other crucial business stats with your reports. This will help remove pain points for the customer and greatly improve their experience.
For your customer service representative(s) who are answering phone calls, how great would it be to know that the incoming caller was on your tree removal pricing page when the phone call was initiated? This would give your CSR a small inclination of what the caller is looking for based on the webpage they were visiting.
Or how about sending repeat customers to agents that they’ve spoken to before? By improving the customer experience you are increasing customer satisfaction.
Call tracking allows you to find out the geographical locations of the people who are calling your business. This will enable you to assess which geographic areas are generating the most business, which could influence your ad targeting decisions and potentially identify opportunities for business expansion.
Tracking clicks is important, but so is tracking phone calls and with consumers conducting more searches from their mobile devices, it pays to know the how and why behind phone leads. Leveraging call tracking for your business can set you up for success so you can make the best business decisions moving forward.
Answering phone calls is one way to show digital responsiveness. 🎧 Listen to the Hoist Hangout:How to Attract Homeowners with Digital Responsiveness podcast for more insights.
To discuss call tracking or how to leverage it for your business, reach out to a digital marketing expert today!