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How Businesses Use Call Tracking to Drive Revenueby Sally Benson, Digital Marketing Manager on Nov 29, 2017 / Perspective
Smartphones and devices have changed the way consumers engage with businesses.
When someone uses a smartphone or smart device to run a search for businesses, they may engage with their ads as well as their website. From here, the majority convert by calling the business. These phone calls convert 10 times more revenue than website leads. This is where call tracking comes in.
When optimizing ROI from call conversions, businesses need an approach that is driven by data. This data comes from call tracking. When a business or their marketing agency utilizes call tracking, they are able to generate calls which convert on a higher level. At the same time, they are able to minimize their CPA (Cost Per Acquisition) and make the customer experience a more personalized one. The results are direct growth. Let’s dive into actual details and tips for using call tracking.
How to Use Call Tracking
There is more than one way to shave a cat, and there is definitely more than one way to use call tracking. Here are the top-performing examples:
1. Contextual Call Routing
Get callers to the right place. Whether it is a department or particular agent, contextual call routing is vital to quickly get the caller to the right destination so as not to lose the call and potential customer. Businesses are able to utilize this type of call tracking by routing calls based on the geographic location that the individual is calling from, their caller history, time, day, and so much more.
2. Keyword-Level Call Tracking
Want to see which paid ads, landing pages, and keywords are driving calls? Keyword-level call tracking does just that. A business can allocate budgets to the keywords, ads, and other digital efforts that are driving the most calls. What’s more, is that any company can integrate call tracking data within Google Analytics to get a more in-depth understanding of exactly what is driving calls.
3. Conversation Analytics
Analyze the phone conversation and a business can understand what happens on quality calls that lead to conversions. This is great for companies who need to measure not just the customer behavior, but also the performance of the agents. Calls can be filtered by spoken keyword(s), geographic location, and more. From here, the analyst can dive even deeper into the analysis of each phone recording, summarize calls with notes and separate out quality leads.
A business can quickly see where a call was coming from (paid ad, channel, landing page), then analyze each conversation to see if they resulted in quality leads. Or, calls can be analyzed from a specific webpage of a business in order to understand common caller questions that can be answered for future customers within the content of that page.
Businesses can easily increase their ROI with call tracking, as well as gain new customers. To see how call tracking can benefit your business, give us a call or send us a message today.
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