Basic call tracking metrics give users call details, call analysis, and high-level data to make smart business decisions. The information obtained from call tracking metrics begins to paint a picture of your customer. When you’re ready to add color and life to your customer understanding, you need an advanced call tracking solution.
55% of people view call monitoring as the best way to gain customer feedback
– Deloitte
As outlined in our most recent blog, Basic Call Tracking Metrics to Follow the Best Leads, a viable call tracking solution must include:
In addition to the primary call tracking metrics listed above, the best organizations use a handful of essential call measurements. In this blog, we will cover five advanced call tracking metrics.
Dynamic Number Insertion (DNI) allows you to capture call data specifically around keywords based on people calling from your website, Pay-per-Click (PPC), and SEO.
Advanced DNI provides first and last page touches which allow you to not only connect the calls but also connect them to the messaging that encouraged the call in the first place.
DNI is used by many digital marketers to ensure that they don’t lose attribution when people bounce and place a phone call. DNI is perfectly safe and doesn’t harm SEO if it’s implemented correctly. If you are unsure how to use Dynamic Number Insertion, make sure you read this blog, Call Tracking and SEO: Trick or Treat? Also, download the free whitepaper, The Authoritative Guide to Local SEO Call Tracking, for precise instructions and JavaScript code.
Without DNI marketers cannot calculate their ROI correctly. To learn more about capturing all your leads, you’ll want to Increase Your Bounce Rate in 2018 – Really!
Call handling details focus on call effectiveness. This advanced call tracking metric connects both marketing and sales aspects. With call handling details, you get an even more in-depth view of the interaction between your callers and agents.
Indicators pinpoint the strengths and weakness of sales reps during phone conversations. You have visibility into the engagements between sales reps and your potential customers. As mentioned above, studying the call engagements will help you train sales reps for better performances.
Convirza has data on call handling details from millions of phone calls. After analyzing this massive data pool, we know a lot about the best way to handle phone calls. No other call tracking company has the technology or machine learning capabilities to generate this information. The following blogs highlight some unique findings from our call handling details:
How Call Analytics Put Car Sales on Steroids
Shocking Stat: 46% of Sales Inquiries are a Missed Opportunity
The Halloween Effect Casts Magic on Phone Calls
Ask for the Business Because Callers Convert 10x More
One of the elements that is often overlooked when selecting the best call tracking system is recordings. If you need to study the interactions between your sales reps and your potential customers, you need to have the actual call recordings. Do not overlook the value these recordings provide. Organizations can benefit considerably from the actual recordings of phone calls.
Convirza conducted primary research to establish phone call best practices. We compiled our experiments and results.
In our research, we interviewed over 100 high-performing marketing executives. We asked them very specific questions about how they leverage calls.
Believe it or not the best of the best marketing executives, actually listen to calls for several key criteria. Convirza based our award-winning Conversation Analytics® on the list of 45 essential indicators that can tell you what exactly happened on the call.
In this experiment, to evaluate the strength of our training programs, we provided only a few sales representatives with the actual and complete recordings of their phone calls.
Reps who listen to their own calls increased their ability to handle calls at a much faster rate than those who did not.
We provided a few businesses with the call recordings and made sure that they harvested time to go through each and every call.
After listening to every single call whether successful or unsuccessful, whether they converted or not, the organizations’ explorations could explode the value of their phone calls. The insights helped them not only avoid but also repeat blunders that scared their prospects.
Another element of the best call tracking platform is advanced call analytics. Convirza’s industry-leading Conversation Analytics® service gives unparalleled insight into what happens during phone calls. It offers customers detailed insight into the actual performance of the call itself, which is where the client see real benefits. These insights answer questions like:
Having a way to know these answers directly impacts the value of your calls to your business. Conversation Analytics® hands you the ratings for the key indicators that improve call conversion. You also get actionable alerts if phone calls could have been handled better.
Most marketing agencies overlook the value that this data provides for customers. Similarly, most businesses are satisfied with the number of calls they receive. However, it’s not necessarily the volume of the calls that dictate value; but how often calls convert.
So if you’re an agency working with a small business owner, make sure they understand the value of their calls. Put dollar amounts on phone calls. Work with your clients to:
Each of these valuations can translate into increased value for customers. Only the best call tracking systems have advanced analytics; only Convirza has Conversation Analytics® services.
Another benchmark of the best call tracking software is the ability to identify missed opportunities. A missed opportunity is when a prospect inquires about a product, service or pricing but the salesperson fails to get an appointment, a reservation or a closed deal. This scenario should be flagged and quickly identified as a missed opportunity. Missed opportunities are a fantastic source to create value for businesses.
If your current call tracking company does not provide these types of analytics and insights, you should consider what value you are forfeiting. You owe it to yourself to check out some of the added benefits that you could get from having this level of phone call detail.
In the future, BIA/Kelsey predicts, “The call-based advertising market, which includes all ads that use call-based lead tracking, is poised for explosive growth.”
As mobile phone use skyrockets, better call analytics will turn incoming calls into even more effective leads. It’s clear; phone calls are your lifeblood. Tracking phone calls are one of the KPIs sales and marketing organizations need to be successful and grow revenue.
Further, tracking just the primary call metrics are not enough for speedy growth. The only way to experience the comprehensive benefits of advanced call tracking is to integrate a custom call tracking solution. A technology offering that best fits the needs of your business and aligns with your marketing mix.
The ultimate question is, which company will provide with a call tracking platform that produces all the above mentioned advanced call metrics? Well, for the answer, just look at the domain name!
Originally published on Jan 26, 2018. Updated on Feb. 11, 2019.
