Tracking phone calls is a surefire way to increase your return on investment when it comes to advertising.
Call tracking basics are all about creating data-driven advertising.
When you track phone calls, specially designed software records essential metrics regarding customer behavior, including what advertisement ultimately got the customer to pick up the phone. This data then works to improve a business’s advertising strategy by allowing the business to focus more time, money, and energy into the advertising campaigns that generate the most calls.
It’s actually pretty simple. Essentially, call tracking starts by assigning different phone numbers to different advertising campaigns, sometimes called points of contact or customer engagement points.
For example, maybe the billboard on Main Street uses one phone number, but the company website lists a different phone number. The beauty of call tracking is that each engagement point can have a separate phone number.
When customers call any of the numbers used with call tracking, the call simultaneously connects to the business and Convirza’s software. Here is where the magic happens. Convirza’s software records everything you want to know about the customer’s phone call, including which engagement point generated the call. Within minutes you see which engagement points produce the most important customer interest.
With call tracking basics, you’ll also be able to see data regarding the number of calls you received, how long the calls lasted, the tenor of the conversation, as well as information about the caller. Call tracking records each conversation that takes place, allowing you to reflect back on the most productive conversation habits.
Finally, call tracking is the gateway to even more powerful analytics, like Convirza’s speech analysis software, which uses automated technology to score each phone call, allowing you to more easily train employees and communicate with customers.
Call tracking basics take the guesswork out of advertising, which ultimately saves you money. The data generated by tracking software allows you to see which ad campaigns and points of interest create business and which are a waste of time.
Once you can clearly attribute positive results to specific marketing efforts, you can eliminate the campaigns that are unproductive. No more time or money wasted on ads that don’t pay back. In fact, the money you pull from unproductive campaigns can be invested in effective engagement points, guaranteeing you a strong return on investment.
And, on top of all this, the data gained from call tracking will also increase your sales because the analytics you’ve gained will help you know how to best serve your customers.
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