May 16, 2019 Last updated May 16th, 2019 2,261 Reads share

Why Businesses and Agencies Should Use Call Tracking

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According to Google, 70% of mobile searchers call a business directly from search results. Additionally, inbound calls are 10 to 15 times more likely to convert compared to web leads. From this data, it’s clear that calls are important to increasing your business’ revenue and improving user experience.

The best way to determine the value of calls to your business is by tracking them.

Here are some benefits from harnessing the power of call tracking:

1. Keyword Tracking Data

Since prospects who initiate an inbound call are likely to convert at a faster rate of 30%, it is essential that you get data about the keywords prompting them to make the call. By tracking keywords, you can discover which marketing campaigns are working and which ones need to be improved.

For instance, if most of your customers are searching for a certain item using a specific keyword before calling, you can make changes to your paid ads to include that keyword.

2. Track Success of Your Campaigns

The average business spends about 1% of its revenue on advertising. Marketing is an expensive venture, and it’s prudent to determine if any campaigns you’ve initiated are working.

Through call tracking software, you can assign a different number to each of the campaigns you’ve implemented. This will enable you to determine which campaign is generating the most leads.

Furthermore, the data can help you come up with strategic ways to maximize the success of the working campaigns for a better ROI.

3. Call Recording

Call recording allows you to record calls so that you can listen to them later. By recording calls and analyzing representative performance, you can improve your customer service and benefit from the estimated 162 billion calls that will be placed to businesses by the end of 2019.

Other benefits of call tracking for agencies and businesses include:

  • Helping you understand your customers’ behaviors
  • Using recordings to solve customer disputes
  • Reduce errors made by phone support staff
  • Assist in sales training

4. Optimize for Time of the Day

Call tracking will help you know the time of the day when you are getting the most calls. This can help you schedule your marketing strategies and dedicate more resources during these hours for improved ROI.

5. Call Duration Data

Despite an increase in online business, many consumers still prefer to have some form of human interaction. This may explain the increase in phone call durations over the years.

Data on call duration helps to determine customer engagement. Additionally, listening to recorded calls can help you to figure out why the calls are too short or long.

6. Determine the Medium That Works

Changes in customer behavior have made many businesses use multiple mediums including organic, referral, or paid marketing campaigns. It’s important to understand which medium contributes more to call conversions.

Since each medium requires your effort and resources, call tracking can help you know which one leads to the best results.

With call tracking software, you can set up codes to show different numbers depending on how people come to your site. This tags each call as paid, organic, or referral and helps you segment calls according to the medium.

7. Multi-Channel Attribution Tracking

About 63% of buyers complete their purchase offline by making a call. This is why tracking your customer’s call journey from start to finish is important.

For example, your customers might have learned about your business through a PPC ad. However, they might not make an order immediately but instead, buy a few days later after searching your website on Google.

Without multichannel attribution tracking, you wouldn’t know that the customer’s first contact channel was the PPC ad.

8. Calls Are Important for Various Industries

In the US, it is estimated that click-to-call influences more than $1 trillion of sales. The businesses that get most of their sales from inbound calls include:

  • Insurance companies
  • Healthcare
  • Home improvement businesses
  • Dental facilities
  • Law firms
  • Real estate companies
  • Hotel and travel

For instance, real estate lawyers had the most call conversion rates at 55% in 2017. Such firms can’t afford to ignore call tracking.

9. Market Targeting

Call tracking gives essential data on customer behavior and needs. With dynamic number insertion, you can show a local number to people based on the location they are searching from. This creates trust among the local audience which increases call leads and eventually boosts your conversion rate.

Furthermore, the use of local numbers helps businesses with multiple locations to get important marketing data. All this data can be used to come up with marketing plans for a particular target market to improve conversions.

10. Integration into Other Business Systems

Call tracking can be integrated with accounting, CRM, marketing automation, and other business systems. This gives the business additional data analytics that can help improve their marketing efforts. Moreover, integration makes it easier to achieve business goals and projects.

11. Use of Local Numbers to Generate More Sales

Call tracking allows you to use local numbers as your click-to-call numbers. Many customers prefer local numbers to toll-free numbers because:

  • The customer assumes that the business is from their locality
  • Local numbers give the impression that the company isn’t too busy or big to ignore calls
  • Customers want to support businesses from their areas, and a local number can be the connection that they need to buy

Using local numbers can help businesses increase conversion rates. Additionally, local numbers can help marketers get specific data for businesses with multiple locations. This can help in geo-targeted marketing campaigns.

12. Granular Call Data

Call tracking allows you to get data related to the calls made. For example, you can know the number of answered calls, unanswered calls, calls that resulted in sales, abandoned calls, and other key data points. This data can help you make improvements in your business.

For example, you may notice that most missed calls happen because your phone support staff is overwhelmed. Such a discovery can greatly impact your sales considering that 67% of customers hang up the phone in frustration while waiting for a customer representative to answer.

With this information, you can choose to add more call center representatives to handle the workload.

13. Improved Call Quality for Better Customer Experience

With advancements in call tracking features like interactive voice response, you get the option to conduct surveys that help you assess the call quality.

With the call quality data and customers’ feedback, you can make the necessary changes to enhance your customer experience and optimize your marketing efforts.

Call tracking can improve your marketing campaigns, customer retention, and revenues.


David Gasparyan

David Gasparyan

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