5 Reasons to Invest in Call Tracking
4 min read
The phone rings.
You had an excellent conversation with your lead. A sale is made. And now the lead is a paying customer.
As a business owner or a marketer, wouldn’t it be great to know what prompted the call and what exactly happened?
Smart entrepreneurs know that the secret to successful campaigns is data. Insightful data.
We all know about Google Analytics and Google Ads. However, even if you’re already tracking your online activity, you may still not have a complete grasp of the buyer’s journey and conversion data; unless you’re also tracking phone calls.
Call tracking can quickly provide you with data; no other tracking tools can. It enables you to get to know your customers, not just as numbers in a spreadsheet but as actual customers. You’ll be able to get answers about why they called and why they did or did not buy.
Are you planning to invest in call tracking in 2019? Good!
Here are a few reasons why you should definitely use call tracking.
Call Tracking is a comprehensive analytics tracking service with integrated call analytics.
You can track calls from your website and identify exactly which marketing activity directed them there whether it was from a different site, Google ads, or your paid social campaign. Dynamic number insertion is used to attach specific phone numbers to search engines, web pages and web visitors.
Here are two graphics to illustrate how dynamic number insertion traces the digital source of phone calls.
When you invest in call tracking, you can have a poll of phone numbers that connect website visitors to phone calls.
Digital call tracking also assigns phone numbers to search engines and other online sites. You know if social media is helping book business. Also, it is clear if Google and Bing drive new leads.
With call tracking, you will no longer have to guess how your customer found you.
There are numerous marketing channels available to promote your business.
As a marketer, there is undoubtedly a budget that you set aside for advertising. The first challenge is deciding what and where to advertise. Marketers try to match ad sources and spots with their target audience. However, it can be difficult distinguishing which channel drives in the most leads and conversions.
And, spending money on several marketing pieces assuming they’re going to pay off just doesn’t work. Why rely on just gut feelings when you can use call tracking to measure your exact return on investment?
With call tracking, you’ll be able to track every phone call using the unique tracking number assigned to each marketing campaign and identify which platform is drawing in more leads and sales. You can then spend more money on that campaign with the highest return on investment as it’s more effective for you.
Basic call tracking services record your calls. Call recording is excellent because you can monitor how your customer service agents interact with callers. When you listen to call recordings, often you’ll hear ways to improve customer service and potentially boost conversion rates.
You can use measures such as:
You can use this data to provide feedback and training to your employees. Also, recording conversations allow you to qualify leads better and give more time to the people who are more inclined to convert to sales.
As a businessperson, you need to stay in the loop. Most managers invest in call tracking to get call analytics about your leads and customers. Recognizing that your business has an online presence, different time zones for people in different areas will trigger calls at different times.
Call tracking will help you know which time is best for your business.
Convirza call reporting summarizes all your phone calls by day and by the hour in a simple report. Get a side-by-side view for quick comparison.
shows the various times throughout the day can help you know at what times during the day your clients are seeking your business.
If marketers can know when people are searching and calling your business, they can then generate targeted ads and campaigns to schedule for those times of the day. All of this can be an efficient way to create more profits for your business.
Customers discover your products or services online through the use of keywords. You have many keywords in your online business, but you may not be able to understand which of them is the most powerful in drawing leads, especially phone calls. This is why you should invest in call tracking.
Call tracking is helpful as it will assign a dynamic number to a marketing campaign on your website and will track every specific keyword, enabling you to detect which keyword is bringing in more customer calls.
Going beyond last-click attribution will let you measure the activity that leads up to a conversion.
For example, suppose a person finds your website through your PPC campaign. They visit your site and go, but then return a day later by a direct search and convert via a call.
This direct search is credited for the conversion, while in fact, the PPC ad began the process.
Many marketers just credit the last click.
Call tracking provides you a deeper understanding of the processes pointing to every conversion, giving you a more accurate picture of the effectiveness of your campaigns.
Getting executive approval is a hurdle nearly every manager and employee has to scale. When you plan to invest in call tracking, you need buy-in.
A familiar phrase that many B2B salespeople hear is these words on the other end of the phone:
“I love it, I just need to convince my boss.”
We hear this often with call tracking, for example.
This bonus section is designed to help you convince your boss that call tracking is a worthwhile investment for your company.
Your goal is to demonstrate that call tracking:
It is an indispensable tool for your team.
Here are some approaches you can use to convince your boss.
If there’s one thing the C-Suite will appreciate and respond to it is cold, hard data. The metrics don’t lie.
The research shows that calls convert to customers 12x to 15x more than web leads. Do you know how many calls your PPC ads produce, what about your organic searches, or retargeting?
Did you factor phone calls into your most recent ROI calculations?
Your CEO needs to know that the math and metrics are not complete; they are not whole until you’re using call tracking. Your CEO, your marketing team and your company cannot have correct ROI data without call tracking.
It just isn’t possible.
Your competitors are using call tracking. They have visibility into their marketing data. They know how many calls their PPC ads produce. They optimize based on this data.
They know how many calls their last direct mail campaign produced. They even know how many phone calls their organic traffic is producing–and also which keywords are producing the traffic!
They are optimizing every day.
Plus with call recording, your competitors are improving their phone close rates. They’re closing more calls than you are.
(This article will help you learn more about call recording…12 Ways Call Recordings Help Companies.)
The fact is, companies that track phone performance get better phone performance.
You don’t have the tools your competitors have.
Marketing is all about optimization. There is simply no way to optimize campaigns without call tracking.
Your boss will appreciate this.
You want to waste less money on marketing that doesn’t work.
Right now, without call tracking, you don’t know if specific campaigns or marketing efforts are working or not. You don’t know.
You don’t know if they have a positive ROI. In the end, call tracking is all about proving ROI. It is about measuring what works and what doesn’t work.
If your boss isn’t moved by any of the marketing-centric arguments outlined above, perhaps she will be more receptive to a phone skills argument.
Do you know that almost 50% of Convirza’s clients use our call tracking software to monitor phone performance?
Management needs visibility on what happens during the phone call. They need to know if employees are succeeding or failing on the phone.
Our data shows that phone close rates for most businesses are below 30%. That means that 70% of callers don’t end up buying, or even ‘escalating’ during the call. 70% of inbound calls are failures.
This doesn’t have to happen. It can get better. Bosses care about phone skills even when they don’t care about marketing data.
Arm yourself with more phone skills articles and more data.
In reality, think of the revenue increase if only one more deal were closed per day because of phone accountability.
Lastly, ensure your boss knows that Convirza was the first call tracking company to use artificial intelligence to decode phone conversations. In 2012, we introduced Conversation Analytics® services to know exactly what happens during phone calls and what to do next.
Investing in call tracking will enable you to evaluate how your marketing strategies are successful and where they could be improved. Your company’s marketing plan is not complete if call tracking is not used. If done right, tracking calls can significantly increase your sales.
Do you have any questions regarding call tracking? If you want to know more about how these advantages suit your current marketing strategy, do request a demo here today.
Published on: Jul 19, 2019 . Updated on August 28, 2019.