As the name suggests, call tracking allows businesses to track inbound and outbound calls. Call tracking utilises dynamic numbers and cookies to be able to assign individual tracking numbers to different marketing strategies both online and offline. The implications of this tracking far surpasses simply knowing how many calls a business receives a day, and can help to measure several other aspects and aid in optimising future marketing strategies.
Call Tracking Provides Large Amounts of Data
To understand the benefits call tracking can provide, you first have to understand the type of data that’s available. Call tracking can provide a multitude of interesting data points for businesses including:
- Call Volume
- Lead Sources
- Call Durations
- Call Time/Date Metrics
- Missed Calls
- First Time Caller vs Previous Interactions
- Call Recordings
So how can this various data be leveraged into actionable insights for a business?
1. Measurement of PPC/Landing Page Performance
Many potential customers convert by calling a business’s phone number, which can be supplied in a number of locations alongside a PPC ad or on a website landing page for example. In these instances, call tracking can be used as a measure of success for landing pages, PPC ads or even specific products/services. Under performing pages or ads can then be modified or removed to maximise ROAS (return on advertising spend).
2. Analysis of Conversion Sources
Call tracking provides a host of different quantitative data, a key one being source tracking. Through the use of dynamic number insertion, specific numbers are allocated to different sources (i.e. a different number for Google Ads vs Facebook Ads). These different numbers are still routed to the same end line for the business, but can help to differentiate which data source a potential customer interacted with before calling. This can provide further insights into the effectiveness of new marketing campaigns or which marketing mediums are performing better than others. For example, seeing whether a new social media campaign around individuals calling the gym to receive an exclusive discount on a new membership is providing positive results.
3. Measuring Offline Marketing Efforts
It can be really difficult for businesses to effectively monitor offline marketing strategies. Especially as the majority of these options are usually awareness strategies such as billboards, newspaper ads or mail drops. These strategies may see thousands of interactions but, unlike the digital environment, it is almost impossible to track which of these avenues leads to a conversion. However one way this is possible is through the use of call tracking. Similar to the dynamic number insertion for digital marketing efforts, different phone numbers can be provided for each of these options. Businesses can then see which of these offline strategies are effectively bringing in new customers and this can aid with optimising future marketing spend across different mediums.
4. Minimising Customer Churn and Recognising Barriers to Converting
Unlike other measurement tools, call tracking provides a wealth of qualitative data that can be extremely useful for businesses who want to understand more about their customers. Using call tracking, companies are able to see if new or repeat individuals are calling a business and can tailor sales pitches and interactions to maximise the possibility of securing new business. As phone calls are a two way communication, you can also effectively gage any barriers that customers may have to converting, such as whether the product/service is too confusing or if the price point is unreasonable. All of this can then be used to optimise a company’s performance and help to gage future marketing opportunities.
5. Develop Customer Profiles and Efficient Targeting Strategies
It’s no secret that potential customers are likely to interact with multiple channels before they actively engage with a business. Call tracking is just one of a variety of different tracking options available for business. The cool thing is, it can be used in conjunction with other tracking tools to provide information on where customers prefer to interact and can help to create specific customer profiles. This can then be used to build an organisation’s profile data and help to tailor marketing efforts to match specific customers or groups.
Call tracking offers a number of benefits for any business and this comes down to its ability to provide actionable insights on a company’s marketing performance. To find out more about how call tracking can be implemented, reach out to the team at Redline Digital today.