It is undeniable that we live in a world defined by digital commerce. However, that doesn’t mean there isn’t still value in one-on-one calls between people.
In fact, in industries like insurance, travel, healthcare, lending, and others, consumers still have an affinity for talking with a representative over the phone before making a purchase.
If you want your business to get the most value out of your inbound calls, it is important to set up call tracking for your website.
If you want your business to get the most value out of your inbound calls, it is important to set up call tracking for your website.
Why Is Call Tracking So Important?
It can provide game-changing insights about your current marketing effectiveness. These revelations can be crucial to your business: take, for example, the training company that was missing attribution on 80% of its conversions before it started using call tracking. This is because call tracking allowed the business to see when callers had first visited their website before placing a call.
While determining what is driving calls and conversions is the primary benefit of call tracking, there are also a host of other advantages that come with using call tracking software and setting call tracking for websites.
What Is Call Tracking?
Call tracking gives marketers the opportunity to identify which marketing efforts led to specific phone calls. It most commonly works by assigning certain tracking phone numbers to different marketing channels or campaigns.
When a customer calls that number, marketers can plainly see the digital marketing effort that spurred the customer to make the call. Since phone calls represent the best opportunity for you to convert new customers, it is of paramount importance for marketers to be able to track calls and maximize the ability to drive more calls.
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By putting your time and resources into reaching the 3.3 billion smartphone users around the globe, you’ll be giving your business the chance to thrive and expand.
Different Kinds of Call Tracking
There are actually a number of different methods for tracking calls, though some are much more widely used than others. The most elementary way to track calls is to do so manually—this is essentially asking callers how they heard about your business when they call. Upon getting a response, you can keep track in a notebook or Excel spreadsheet of what marketing channels drove your calls.
Manual call tracking only works for smaller-sized businesses, and even then, it isn’t the most dependable method. Callers might forget or misremember their interactions with your brand, leaving you with inaccurate information.
For other businesses, Google call tracking is a viable solution. When you run Google Ads, you can use a Google forwarding number as part of your PPC ads. What is especially valuable about Google Ads call tracking is that it will show you which keywords are driving the majority of your calls.
One issue that marketers may face when using Google Ads call tracking is that this practice is (unsurprisingly) only useful when it comes to Google Ads. If you are looking to measure your website call tracking, then Google Ad call tracking will not be able to help.
Call Tracking Software
For businesses that have a higher volume of calls, are seeking more advanced call tracking reporting, or simply want a comprehensive and accurate call tracking solution, the answer is to use call tracking software.
Marketers who use call tracking software are able to get a wide range of insights into their inbound calls and can track calls that are coming in from website visitors. In fact, you can get call tracking numbers to not only track website visitors who call, but also callers who found your website by searching a certain keyword and then made the call.
Call tracking software provides marketers with invaluable call details: how long a call lasted when it was made, and where the call originated from. These call insights open the door to creating more targeted campaigns and gaining a better understanding of how effective your current campaigns are.
Call tracking software comes with a host of features that can enhance your marketing effectiveness. You can use IVR (Interactive Voice Response) to greet and guide incoming calls.
Call recording is a tool that records a selected number of calls, creating a database of call records that can be used to analyze conversions or included as part of a training program. Call tracking software is also useful because it can be integrated with other tools, such as CRM or other marketing platforms.
How to Set Up Call Tracking for Websites
If you want to set up call tracking for your website, you should begin with your current website and a phone number that you want prospects to call, usually on your site header, or prominently on your homepage or “Contact Us” page. Then use your third party tracker, e.g., your call tracking software, and enter the phone number to get a tracking number with a snippet of code.
You or your developers need to include that code script into your website code, and you will have a tracking number set up on your website. Any calls made will be immediately forwarded to the original number, but the call will be tracked and logged in your call tracking software.
You can even set up multiple links and get call tracking numbers for each different way that a customer might be able to find your website. This means you are able to track the customer journey—tracing each customer’s unique path to your site and your phone number.
Learning the customer journey shows you what steps lead to a customer’s conversion, giving you insights into where you convert the most and what parts of your sales funnel have leaks that need fixing.
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