Do you know all the ways that call tracking can be used to enhance marketing and sales performance?
The data available through call tracking gives marketers the ability to optimize their campaigns and ultimately improve conversion rates. The process is relatively simple and the positive results are almost immediate.
Before we delve into the methods of using call tracking to boost conversion rates, it is necessary to highlight the importance of calls as a lead source:
– 52% of all mobile ads produce a phone call – xAd
– 61% of local mobile searches produce a phone call – Google
– 65% of fortune 500 companies attribute their highest quality leads to phone calls – BIA Kelsey
– 59% of online shoppers call businesses to inquire about products – Oracle
Our clients have shared five chief ways that they use call tracking to measurably increase conversion rates, which include: landing page optimization, marketing and lead quality optimization, geographic targeting, customer feedback and intelligence and call analytics and phone performance.
The data necessary to fine-tune the prominent elements of landing page design can be extracted through the use of call tracking. By implementing call tracking numbers of landing pages, marketers are able to test and adjust various parts of the page including:
– The Copy
– The Headline
– The Phone Number Placement
– The Call-to-Action
By tracking phone conversions from specific landing pages you will utilizing a comprehensive conversion rate metric. If you are not measuring phone calls then your marketing strategy will suffer from incomplete data.
Using call tracking to discover the ads and marketing channels that are generating phone calls is one of the most effective ways to optimize marketing campaigns. Call tracking can be used for this purpose with the following steps:
Implement Call Tracking: Display specific call tracking phone numbers on your website and marketing ads.
Track the Results: A call tracking platform, such as Convirza, will provide you with reports that contain data about the phone calls generated by each ad and marketing channel.
Monitor Conversion Rates: Once you have observed the number of calls that are being produced by individual channels, you have the ability to determine the conversion rates associated with each marketing platform.
Adjust Marketing Spend: When you become aware of the marketing channels are the most profitable, it is possible to direct your budget to these areas and experience a fast increase in conversion rates.
Another advantage of call tracking is the ability to access information about the geographic locations – states, area codes and zip codes – that are generating phone calls and conversions. The following steps outline how call tracking is used for geographic targeting purposes:
A/B Testing: Add call tracking numbers to your website and link them to specific marketing campaigns.
Observe: After your campaigns have been executed you will be able to monitor the precise geographic locations that are generating phone calls.
Adapt: Once you have pegged down the areas that are responsible for the phone calls, you can then refine your strategy to target them more heavily.
Increased Conversions: Since you are focusing on the areas that are more responsive to your ads your conversion rates should show rapid improvement.
Every year, billions of dollars are spent by businesses to collect customer feedback. This investment is made to gain insight into customer satisfaction and ultimately boost conversion rates.
This is another area that call tracking can support.
One useful feature of Convirza is call recording and analysis. This gives businesses access to near real-time customer feedback that is gathered directly from conversations with customers on the phone.
This type of data offers businesses the chance to modify their products, services and overall process to eliminate concerns, false perceptions and objections that customers may have regarding their organization.
This all leads to increasing conversions.
Even the highest quality leads may fail to convert if sales performance on the phone is lacking. This issue can be identified and resolved with the use of an advanced call tracking application.
Business and marketing agencies can evaluate and improve their phone sales performance with Conversation Analytics.
This tool measures in-call performance and assigns scores to specific elements of the sales conversation. These metrics can be collected by:
Call Scoring: your calls can be scored by your call tracking provider or on your own.
Scorecard Customization: create customized scorecards to track performance standards.
Reports: pull up reports to track and compare phone conversion rates.
Improved Performance = Higher Conversion Rates
These are just a few of the ways that call tracking and conversation analytics can be used to enhance marketing and sales performance to boost conversions.
