Many businesses still prefer to do the majority of their business on the phone. It’s not as personal as seeing customers face to face, but is much more convenient, especially for a business that mostly makes sales online. Much like with online conversion tracking, modern software is capable of tracking a call back to the keyword which generated it, whether it was online or in traditional media, which makes keeping track of which advertising works that much easier.
Phone call tracking won’t record calls or reveal detailed personal information about a caller. Its main purpose is to locate callers geographically, when possible, and to record frequency and timing of calls. There are actually multiple different ways of phone call tracking, each with different advantages and disadvantages.
Call-back functions allow the user to provide a phone number on which to be called, and when they confirm, a call will be initiated between the user and your business. Cookies make this service easy to track, but only online.
Call Number Tracking is a clever solution to the problem of tracing where offline enquiries come from. By assigning different adverts with different numbers, all of which redirect to your business, you can trace how many times any of these numbers were called and thus how well each advert performs. Unfortunately, holding multiple phone numbers and reprinting traditional advertising can be costly.
Telephone Tracking Software allows you to include telephone calls in the chain of events which end in a conversion. In ordinary web tracking, the journey from first searching to final purchase can be traced easily, but if the user calls in between two interactions, this won’t appear, and can alter the interpretation of the data.
This software allows online users to be presented with a dynamically created telephone number which redirects to your business phones, and gives them a cookie to trace their actions. Later, the link between the phone call and the user’s online actions can be established, creating a full picture of the customer journey.
As with all conversion optimisation, knowing where your leads come from is incredibly important, in order to help you create more of them, and in order to help you cater your advertising strategy towards them. Thanks to our phone call tracking service, you can not only track where calls come from, but also find their place relative to the whole conversion process, so you know exactly what purpose your phone calls serve, and how often they convert.
When using our phone call tracking service, you can take advantage of that ability to cater your online presence towards creating more telephony leads, and let your telephone sales team do the rest.
For more information, read Google’s own Best Practices Guide for call tracking.