Occasionally at Convirza, we answer questions we receive from our clients and prospects. Such is the case today!
We work with a lot of agencies that resell call tracking. They white label it and provide it to their clients.
I was contacted by a VP of Sales at a local SEO firm that is considering using Convirza. He had a great question: “Which of my clients need call tracking?”
There is a broad answer to that question: if they get phone calls from prospects or customers they need call tracking.
But, more specifically, here are a few questions that will help agencies determine if their clients need call tracking:
Local businesses need call tracking almost universally. Google says that 70% of local business searches result in a phone call. The only exception to this rule might be a fast food restaurant.
So, for local businesses it is pretty cut-and-dried: they need call tracking. But what about other types of businesses?
Even ecommerce companies get phone calls for customer service and support. But, these types of companies, probably don’t need regular call tracking (offered by Convirza and half a dozen other competitors). They don’t need call tracking because they don’t need to know which marketing channels generate calls.
However, they do need Conversation Analytics (only offered by Convirza).
Conversation Analytics will record the call and then analyze that recording for specific phrases, words, increases in volume, pitch, agitation, etc. Conversation Analytics will then extract dozens of ‘indicators’ from the call that can determine PRECISELY what happened on that call.
Even companies that are almost wholly ecommerce still use call tracking. Why? Because they want a full picture of their ROI calculations.
Research from BIA Kelsey indicates that one call is worth 4x the revenue of one web lead. So, even if you’re getting just a few calls the value of those calls is likely significant.
There are dozens of call tracking companies that all offer basically the same thing. Our call tracking is no exception. It’s pretty much the same as our competitors’ offerings.
We’re different because we offer Conversation Analytics.
Call tracking stops gathering data when the phone rings. Conversation Analytics tells you what happened ON the call. It actually actually analyzes the words and phrases said on the call to determine whether the call was a good call or a bad call, whether the lead is sales ready, if the lead mentioned a competitor, and a host of other things.
Long story short: no one else does that.