Top 3 Aspects of Selecting the Best Call Tracking Platform
6 min read
If you are a business owner, a marketing professional or in any way responsible for your company’s revenue generation, you already realize that phone calls are one of your lifelines.
You are probably also measuring the quality of your phone calls through a call tracking platform since we have all heard management thinker Peter Drucker often saying that
“You can’t manage what you can’t measure.”
So, measuring calls is one of the next lifelines.
The question is, are you happy with your call tracking platform? If not, which is one of the optimum ways to select the best call tracking platform?
To start with, one must identify the key aspects and elements of your marketing and sales efforts that need measurement. Some of the areas where you should be focusing when selecting a call tracking platform are
Let’s discuss each of these points in detail below.
Marketing attribution is the ability for you to connect phone calls to specific marketing campaigns and activities that you haven’t focused on.
Before a phone call is made, consumers are exposed to a variety of marketing efforts like a TV or radio ad, a social media post, an email, a blog, a landing page and many more… But, which among these is the highest converting effort? Based on the conversion results, in which effort must your marketing spend be invested more?
Earlier, in attribution models, either the first-touch attribution or the last-touch attribution was given all the credit for the conversion. But with technological advancements and the outset of digital marketing attribution, every effort and the relationships between these various efforts is now taken into consideration. Whether it is a social media post, a keyword in an ad or the offer on your landing page, every phone call to your business can be traced back to one of these efforts.
For example, if you’re running a PPC campaign then you definitely want to know when calls are tied to keywords that are driving calls. This might seem obvious but for many organizations, they select call tracking platforms or call analytics platforms that have no ability to connect the actual keyword that a person was searching for to the calls made under the pay-per-click attribution model.
The ability to connect this type of data to your calls is incredibly valuable for optimizing your campaigns and for evaluating which keywords are driving later stage opportunities. These opportunities are profitable as they are going to close in shorter time frames and with higher sticky rates for your customers.
We need to move past the last touch attribution. Listen to David Danielson talking about the last touch attribution in this webinar. We need to get away from the idea that whatever the customer did last time to engage with us is the reason for his purchase. This happens with the broader view of the Customer Journey and Convirza’s attribution tracking can give you insights into the complete customer journey starting from the very first clicked page and not just the last-clicked page.
The next area that you should consider when evaluating the best call tracking platforms is Dynamic Number Flexibility. Call tracking platforms with this feature have the ability to be flexible in their deployment of dynamic numbers. What does this mean?
Dynamic Number Insertion means that the number which appears on your landing pages will change dynamically. This can be done by a majority of call tracking platforms available in the market. What the best call tracking platforms can do is that they can swap the phone numbers on your website dynamically either for every visitor or every session. Inserting dynamic numbers that exhibit a flexibility in the pattern of swapping the phone numbers is Dynamic Number Flexibility and is made available by Convirza as per your demand. As mentioned above, the flexibility can be visitor-level and session-level. You can choose one depending on the kind of data you are looking for.
As the names suggest, if you implement a visitor-level dynamic number, the phone number appearing on your web pages will change for every visitor based on IP addresses and visitor-specific data will be collected. Similarly, if you implement session-level DNI, the phone number will change after every few minutes or a session and session-specific data will be collected. Both these types of DNI have their own benefits.
Organizations can leverage from flexible DNI as it collects data from PPC keyword connections, plus, it integrates data from organic words that were most searched. Visitor-level DNI also supports by identifying visitor-specific patterns traced throughout the customer journey. Another benefit of implementing a visitor-level DNI is that it can track the customer journey starting from the very first page visited, unlike other call tracking platforms who track just the last page before conversion. This missing link can hamper the quality of data collected. You might end up making decisions based on the wrong information.
With session-specific data, DNI assists in analyzing the patterns of your marketing efforts like the time-slot for the highest traffic of the day, most visited web pages, the CTRs for blog-posts based on keywords etc.
For example, if you are running a variety of campaigns across a variety of platforms, it’s extremely beneficial to understand the source of your calls… whether the source is Google Keyword Searches, or ads, or search engines like Bing, Yahoo or from different marketing channels. These can also include print advertising. DNI helps you get deep insights into which among these is your most leveraging source and why.
When it comes to investing money to run these marketing channels, you might want to more carefully identify which of those channels or vehicles are the most effective and accordingly make investment decisions. DNI helps you make these informed decisions. Hence, the ability to be flexible and how you deploy not only Dynamic numbers but deploy all of your numbers, in general, creates a huge advantage for you. It is a key characteristic for the success of a call tracking platform.
The next component that you should evaluate when looking for the best call tracking platforms is their ability to give you insights into both marketing effectiveness and sales effectiveness. The best call tracking platforms in the world not only identify the value of the lead in terms of marketing effort but also help you identify the value of the lead in terms of sales effort.
To elaborate, consider that your ads are effective, your keywords are driving traffic, your social media posts are increasing traffic to your website and so you are getting tons of phone calls but there is no escalation in the number of your paying customers, why? If you are driving a thousand calls a month and your salespeople don’t have the skills necessary to handle those calls which ultimately affects your conversion rates, then you’re basically throwing money away and you have no ability to identify and remediate this type of an issue.
However, the best call tracking platforms provide call analysis engines that allow you to go in and identify the effectiveness of the salespeople.
These details help you identify any possible missed opportunities that might be occurring because of lack of skill in handling calls. The best call tracking platform must in fact also notify you in real-time when a valuable phone call is not answered. In short, the best call tracking platform must let you know when you are missing an opportunity. Ultimately, it will help you shore up the gaps to improve your overall marketing efforts and spend.
Call tracking platforms can help you get the data like
But the best call tracking platforms can help you leverage with data like
Convirza’s Call Tracking Platform provides you with 24 different customizable reports and 45 Conversation Analytics Indicators! Click here to know more.
Published on: Apr 27, 2018