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Four Reasons for You to Use Call Tracking for Boosting Your CRO Efforts
Most online marketing companies boast about delivering great results to their clients due to their cutting edge strategies, creative skills, versatility and their brand’s personality that sets them apart from their competitors. Even as the online marketing industry is turning towards mobile search, phone calls still play a significant role in the conversion rate optimization (CRO) process. There are some industry experts who believe that can make better measure the success of their call tracking efforts.
These days, call tracking software can provide online marketing firms as much insight into phone calls as compared to mouse-clicks and online forms. This means you can tell exactly what both online and offline marketing channels are making phones ring, and focus on the marketing that works best. Many well-established marketing firms point out that marketing attribution as the key aspect that helps service providers to retain more clients. Here are the reasons why your marketing team should include call tracking in your CRO efforts.
Phone Calls can Enhance Your Leads Attribution
Your client has no reason to invest their money and time in your company if start an online marketing campaign without tracking as much of the user’s search behavior and online interactions as you can. Also, just gathering clicks and conversion data on your online marketing campaigns is not enough. Here you could attribute a phone call inquiry to your company’s marketing activity and for that you can utilize any reliable call tracking software available on the market. You need to remember that majority of the call tracking software is designed especially for marketing and advertising firms. A call tracking software that records user interactions will draw together a complete overview of the user journey. Within the report you prepared you can see which marketing source driven the phone call whether this was offline or online things. And if the marketing was an online source, then you will see which pages they viewed right up until they dialed your number.
Accessing Real-time Marketing Campaign Data
For the sake of your client, you need to find the most useful information from the vast quantity of data generated from call tracking. Most call tracking software is designed to make its user easy to access useful information efficiently. If your client wants to access the software themselves, then the software developer will facilitate this by letting your client log in to a dashboard with their own branding and personalized reports. Call tracking also lets you record calls and play them back for qualitative feedbacks, even though quantitative data get you so far. If the receiving phone calls are not generating enough revenue, then call playback allows you to listen in on the calls and determine where sales are being lost. This allows your managers to address any issues in the sales message quickly.
Minimizing Wasteful Spending
You can use that spend for more effective marketing campaigns by analyzing your inbound phones for identifying which of your marketing efforts are not generating enough ROI. The granularity of phone call data allows your marketing team to find those landing pages that that drives majority calls, and the keywords that are driving customers to those web pages. This is how call tracking enables you to focus on investing in platforms that are providing their returns, so you do not have to make any assumptions. One of the key metrics to use is the cost-per-response and it tells you instantly whether you are getting the return you need, or whether you should revisit or cut marketing that do not promise results.
Integrating with Web Analytics
For maximizing your conversion efforts, you can integrate call tracking software with your current web analytics, monitoring and CRM software. The analytical combination of phone calls and online inquiries provides you a more complete picture of your marketing from the first interaction to converting the sale.
Online marketing firms can use call tracking software to consistently outperform the market as they have access to the full lead picture. Not only you proves your clients that you are generating quality leads, but it also shows how much revenue you are added to their end result.
