It’s natural for businesses to look for ways to enhance its operations, especially in today’s growing digital market where competition is always ripe for improvements. One of the many ways companies are looking to give themselves a competitive edge is through call tracking which allows businesses to track various aspects of call data in order to improve their analytics. How does this work and is it really beneficial to a business’ operations?
A lot of marketers and business owners might wonder just exactly what call tracking can offer to the table, especially since a lot of marketing and sales already happen digitally. However, it’s important to remember that calls still play a major role in securing conversions, and despite 67-percent of the buyer’s journey being done digitally, 92-percent of customer interactions do happen over calls. In fact, 35-percent to 50-percent of sales still go to vendors that get to respond to client needs first. This means call tracking might actually give you the competitive edge you need against your peers. Here’s how call tracking works and the other benefits it can give you and your team:
Call Tracking: The Quick Rundown
Call tracking, to its core, is a system built around the idea of tracking calls coming from assigned sources. Call tracking software providers such as Fone Dynamics allows companies to do this, and this is mostly done to campaigns that encourage prospects to call particular phone numbers.
In hindsight, this might seem like an ordinary system of arranging clients “per phone number” that they call, but the magic of call tracking happens with what you do with the data you’ve gathered instead of just the system in itself. Analytics in itself is extremely important, and as such Google AdWords and Google Analytics have been constant companions of marketing teams when it comes to providing insights of their conversion and lead data.
- Call tracking provides the “missing piece” of marketing analytics when it comes to conversion data over the phone. Remember that 92-percent of customer interactions happen through calls, and call tracking allows you to finally make attributions to your calls and their conversions.
- Call tracking does this by letting you assign a different phone number for the different marketing channels that you have. So instead of just relying on a single phone number for all your channels, you can have separate phone numbers for your pay-per-click advertising, website ads, newspaper advertisement, for radio ads, and other forms of campaigns you have.
Benefits of Call Tracking
If you’re pursuing a position to become a key member or player in your industry, you need to have a good understanding of who your customer is and how your market works. Things like marketing can do this for you, given how it always relies on you being in a position to study customers, and call tracking can help you gain access to much more powerful insights on your market given the right implementation.
- If you’re one for analytics, call tracking immediately helps you become aware of which campaigns are giving you the most returns. This is because phone numbers you assign to campaigns are directly related to which campaigns can potentially get you the most leads.
- In the same token, call tracking immediately helps you identify which campaigns are working and which ones aren’t. You can quickly identify key points in your marketing infrastructure that might need adjustment or removal entirely.
- Call tracking, being something that “tracks” calls, can give you access to “basic” statistics such as geographical location, customer gender, or even the kind of campaign that led them to your particular call. These might seem like general statistics, but this immediately helps provide a quick bird’s eye view of your marketing situation.
- If your service allows you to record calls, you can then listen to how customers react to particular aspects of your customer service and work on ways to boost customer satisfaction.
- In the same token, you can pay more attention to which parts of your perceived conversion process is needed to acquire quality and loyal customers, down to the point of determining which kinds of callers need more attention in order to convert them seamlessly.
- You can also get to assess the way your representatives interact with customers and leads, and assess their tactics. In this way, you can identify key areas that require focus and improvement in order to increase conversion rates.
The Takeaway: Call Tracking And Potential Benefits
If there’s anything the above could share about call tracking, it’s that calls and sales can be drastically improved with the various features call tracking can offer provided they’re used properly. You can gain advanced insights from the various data it gathers, and can pave way to increased profits when used for your advertising and marketing campaigns. With this in mind, before you undertake acquiring a call tracking software, it’s best you assess your company needs and evaluate what role call tracking could play to improve your operations’ performance.