You may have heard of call tracking but are unsure what it is or how it can benefit your business. This likely means that you haven’t implemented it in your business yet, but your competitors may have it. In this article, we will look at call tracking and give you several reasons why your business needs to use it.
What is Call Tracking?
Call tracking allows companies to turn two customers or potential customers into one. That doesn’t sound like a good thing, but hold your judgment for a minute. Your customers and potential customers on the web are usually separated from those who call you on the phone. The “new” customer that is conversing on the phone with your customer service rep could have visited your website a hundred times this year or clicked on a Google Ad to get your phone number, but you would never know.
Therefore, it would be good for businesses to combine the data of those “two” customers to get a complete view of who that customer is. That is what call tracking does for your business. It integrates the data from phone calls with data from the web.
When a new customer clicks on an 800 or vanity number on your website or Google ad, a call tracking application generates a unique phone number that forwards the call to your company. And it brings the history of that customer along with the call so that you know where and when the caller found your number along with the caller’s activity on your website.
Now that you see how call tracking works, I bet you are already thinking of how it can change your business. Here are some of the benefits listed below.
7 Reasons to Use Call Tracking
Adopting call tracking and campaign attribution will require more effort and time from your marketing team initially, but it’s worth the effort. Here are some of the reasons why.
1. Improved Customer Service
To serve your customers better, you have to understand them. The data you receive through call tracking and analytics will help you understand buying trends and customer behavior. When you provide real-time customer information to your support and sales teams, they can more easily establish rapport with customers and increase conversion rates.
2. Marketing ROI Tracking
When you can track phone calls, you can see the entire conversation the caller had with your company. You can see where the call came from and which marketing efforts convinced your potential customer to pick up the phone. So, now you know how to allocate your marketing budget more effectively.
3. Determine Keywords that Drive Calls
Everything online involves keywords. For every industry, there is a massive amount of keywords you can optimize your site for and bid on in Google search results. With call tracking, you can find those keywords that lead new customers to buy and stop wasting money and effort on those that don’t.
4. Sales Process Insights
There is no way you can handle all customer interactions yourself to make sure they get handled correctly, but with call tracking, you will have a birdseye view of every call your company receives and get a complete understanding of a customer’s experience with your business. It can tell you when people try to contact you, how your team members handle callers, who answers the phone calls, which leads convert, and more. By using this data, you can tailor your sales processes, refine your sales copy, fine-tune your staffing needs, and train your agents.
5. Phone Call Data Integration
The data from call tracking can get integrated with your business’s existing software and analytics systems for a complete view of your customers. By integrating call tracking data with a CRM, your representatives can access a customer’s complete record before making a call and be better prepared to personalize the call to the customer’s needs.
6. Advanced Reporting
Call tracking allows you to capture detailed information on call and message history, past conversations, purchase decisions, and demographic data. This real-time call data provides greater visibility into sales and customer service processes and can improve decision-making and customer service.
7. Outbound Call Tracking
Inbound call tracking is really useful, but so is outbound call tracking. With outbound call tracking, you can see which members of your team are effectively following up on phone leads and missed calls.
Invest in Call Tracing for Better Results
Now that you see how call tracking can work behind the scenes to give you a better idea of what drives your sales, you know what your company has been missing out on. But it doesn’t have to anymore. Get an 800 or vanity number, implement call tracking, and watch conversion rates improve.
