As a marketer, you may have numerous campaigns active at a given time that encourage consumers to call. When the phones begin to ring, you know your efforts are working – but do you know which are working best?
Call tracking can give you valuable insight into the activities that are most lucrative to your company.
How call tracking software works
Call tracking technology works in conjunction with computer software that records the details of every incoming call. When you have multiple phone numbers all pointing back to your business, you can assign a specific number to each campaign so you can collect data specific to each marketing channel.
A robust call tracking platform will allow you to view data in easy-to-read charts and graphs, and allow you to pull reports to analyze efficacy throughout your marketing strategies.
What you can learn using call tracking software
Accurate information is the key to smart decision-making at your company, and effective call tracking software includes a whole range of features that let you collect these details. Here are some of the types of data you can collect with a call tracker:
Efficacy of various campaigns
One of the most important benefits of using call tracking is getting to know how effective each of your campaigns truly is. You likely have advertisements in multiple places, such as radio, billboards, PPC and more. It’s difficult to track which are bringing the most leads without using a marketing automation tool that tracks it for you.
Consider this scenario: A pizza restaurant creates a local PPC ad to generate traffic to its website, and includes its phone number in the display. When a visitor from out of town searches “pizza near me,” the ad shows up, number included, and that person decides to call to place an order.
Since the caller doesn’t click on the ad, the restaurant has no idea where he or she got the phone number – unless it’s using call tracking software. With this insight, the restaurant will know that its PPC allocation is worthwhile, even if the data shown on its Google Analytics conversion tracking dashboard doesn’t reflect the true return on investment.
Website call tracking that incorporates dynamic number insertion is particularly helpful, as this will attach a unique JavaScript code to each number to identify the source of each call. This allows marketers to determine whether inbound calls were sparked by paid ads or organic search results, among other information.
Cost per lead and per call
To create an efficient marketing campaign, it’s important to consider the cost of your efforts as well as their effectiveness. You can take your analysis of various campaigns one step further with call tracking technology by assessing the cost per lead and cost per call. With this information, you can determine which methods are giving you the best return on investment. In turn, this can help you build out your next marketing campaigns.
Demographics of your callers
Your sales staff will almost always appreciate detailed information about your callers. Insight into individuals’ preferences, lifestyles and more can help guide the sales process and help your staff more effectively nurture leads.
Some of the types of personal data you can collect with call tracking include:
- Age
- Gender
- Income
- Marital status
- Whether they have children
- Whether they rent or own
- Their home value
- Location
With detailed information, you can carefully target messaging to a receptive audience to encourage greater sales.
Time and origination of incoming calls
In addition to the demographic information that pertains to each individual, your tracking software can also gather information about the date and time each call is received, and where they originated. This is helpful in a number of ways.
First, you can use location information just as you would any other type of demographic data – to help bolster sales and tailor communications to an individual’s preferences and needs.
Additionally, use this information to staff your call centers in the most economical way possible. If you know which days and times callers from the U.S., or a specific region of the U.S., are most active, you can arrange the appropriate number of call center staff to answer inbound calls. Keeping your call center respondents close to the locale from which you receive calls can help improve your ROI by reducing your overhead costs.
By understanding the date and time of calls, you can carefully analyze what events or campaigns spur call traffic. If you know you’ll get the most calls at a certain time of day, on a specific day of the week or a particular time of month or year, you can ensure you have enough staff on hand to respond to callers. Conversely, when you can accurately anticipate lower volume days, you can assign fewer staff members to be on-hand to answer the phones.
Response volume per call center
If one of your call centers gets overloaded, your callers either have to be rerouted or wait long periods of time before they can speak with a representative. Neither situation is preferable, and both can cost your business in multiple ways. The best way to avoid this is to accurately predict the volume each call center will receive on certain days or at particular times. When you know this, you can plan ahead and have the ideal number of staff members ready to answer. You’ll save on rerouting fees, and deliver a better customer experience.
Customer service performance
Once you install the software, you’ll be able to record every call. These call logs can help you in numerous ways.
Customer experience is a major factor in the reputation of your brand. When you can go back and review how certain calls were carried out and how the customer service representative handled the situation, you can get a greater idea of what the typical customer experience is. Use this for training purposes to ensure all representatives are delivering a consistently positive experience.
Similarly, you may want to review calls conducted by your top sales representatives. Getting insight into what worked and what didn’t can help you share the secrets of their success with the rest of your staff, or get new hires up to speed.
When you can listen in on the specific questions and concerns of your callers, you can better align your messaging to answer their inquiries. Without insight into what your customers really want to know, it’s difficult to tailor your efforts to their needs.
Get started with a free call tracker demo
Adopting a call tracker to work in tandem with the rest of your marketing software can give you greater insight into your business’s sales and marketing efforts. Find out how your company can utilize this tool by getting a free CallView360 demo from Dial800 today.
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