- 15 Jul 2013
Call Tracking - How to choose Call Tracking software
There is a lot of information on the web about what Call Tracking is. But, there are few articles on how one should go about choosing the right Call Tracking software for their business. In this post, we will briefly explain what Call Tracking is, why you should care and how you should go about choosing one for your needs. If you are already familiar with the concept, you can jump straight to the ‘How to choose the best Call Tracking software for you?’ section of the post below. A recent research concluded that 63% of web related purchases happen offline. This indicates that customers that start their search in the web or click on your online ads are quite comfortable making their purchases offline. This is not only true for offline businesses, but also for SaaS (Software as a Service) and other web businesses.This is evident from the fact that publishing phone numbers on the site increases the overall sales conversion.
There are plenty of tools available to understand a visitor’s behavior online. But, right when the visitor decides to pick up a phone to call the number published on your site, you lose trail. This is where Call Tracking comes to rescue.
A Call Tracking software helps you measure and analyse phone leads that come from any channel - be it web or offline advertising.
Why should you care about Call Tracking?
Let’s say you decide to run an advertising campaign involving TV, radio, print, Facebook and Google. How would you measure the effectiveness of each of these channels? How do you figure out what channels of these are most valuable for you?
It is impossible to measure the RoI of offline ads (TV, radio, print) with a web analytics tool. Even with online channels (Google, Bing, Facebook), only clicks are accounted for. Phone based leads are left in the black hole. There is a need for a solution that works in conjunction with a web analytics software to generate complete analytics for your advertising campaign.
What is Call Tracking?
Call Tracking is the software that measures the number and quality of leads generated by all the channels in your advertising campaign - both online and offline. This is achieved by assigning a unique phone number (a toll free number or a local number) to each campaign and making the phone call the most prominent call-to-action.
With this model, every lead in the campaign is accounted for. The Call Tracking software usually integrates with a web analytics tool like Google analytics or Mixpanel where you can view the browsing data for a caller.
How to choose the best Call Tracking software for you?
Evaluating a Call Tracking software depends on a number of critical factors which are easy to miss if you are at it for the first time. It is quite easy to pick some solution that offers a slick interface at low prices while ignoring some of the more important behind-the-curtain details.
Here are the eight factors that will help you in choosing the right
software for your needs:
1. Number coverage
The essence of Call Tracking is publishing unique phone numbers across all your campaigns. If you are targeting a global market for your advertising, it is essential to make sure the service provider you choose offers phone numbers (toll free / local) in the country of your choice.
To give an idea, here is the list of countries we offer numbers in.
2. Dynamic number generation
3. Integration with third party services
It is easier to derive deeper insights about phone leads when you integrate the Call Tracking software with other tools that you use within your organization. For example, integrating the Call Tracking software with a web analytics tool will give you insights about a caller’s browsing history on the site; integrating with a CRM tool will help you understand the entire sales cycle of an offline lead. The ease of integration with other tools is thus an important factor to consider.
4. Customisation flexibility
Every business is different in the way it uses data. How you want to use the Call Tracking data for your business may very well differ from how others do. For example, if you want to trigger a certain real-time action for your sales representatives (such as screen-pops or CRM database lookups) when a call comes in and that is not offered ready made, it should be possible for you to build it over the service provider’s API. The ability to customize the application plays an important role in how you make good use of the insights generated.
5. Uptime and reliability
Once you choose a Call Tracking solution, all your customer calls will go through that service provider’s infrastructure. What it means is that the solution should be able to promise high uptime and quality. Else, you will lose your leads and also credibility among prospective customers.
6. Call recordings and transcriptions
Call recordings and transcriptions have a wealth of information about your prospective customers and their needs. Over time, you will be able to spot patterns in the way prospective customers enquire about your products; the terminologies they use to communicate pain points and the like. You can feed this information back to the system to fine tune your marketing copy and the advertising strategy in general.
Call recordings in your Call Tracking process also help you in understanding how your sales representatives handle the call and provide feedback as required.
7. Detailed analytics
The Call Tracking solution should cover you on all the basic analytics like caller id, call time and date, caller location, call source, call duration and caller details. These details should be presented real time. Apart from that you should be able to derive insights from historical data like information on repeat callers, patterns on call volumes and call duration which help in optimizing your marketing strategy.
Cost will be an important factor to consider when your campaign size increases and call volumes pick up. Since each one of your incoming sales call will go through the Call Tracking system, it would be smarter to go for a solution that offers the best rates for calling minutes and phone numbers. Phone number costs matter because, when you start scaling your campaigns you could soon be buying a lot of phone numbers.
It is all about conversion. Isn’t it?
What gets measured gets managed. If you have held off from offline advertising for the lack of a data driven approach in the model, Call Tracking is the way to go. Measure your leads. Understand your offline prospects. Increase conversions. If you do not measure, you may find yourself repeating John Wanamaker’s quote: “I know half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Want to improve your ad leads conversion? Click here to find out the best way to use Call Tracking and take your business intelligence to the next level.
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