Careful examination of when clients call your business, how long they talk, and where they come from stimulates ad optimization, resulting in high revenue.
As the latest statistics show, proper communication is good for both internal and external processes. Employees are satisfied with their working conditions, and clients receive competent help on the phone. Effective phone consultations bring more happy customers to the business and increase sales. In this overview, we will concentrate on how call tracking data can be analyzed and used for process improvement.
Digital marketers have to integrate both offline call conversions and web-based conversions in their data analysis to obtain a comprehensive understanding of an ad's effectiveness. This can be achieved through call tracking, attribution, and reporting, which provide valuable insights into the ad's performance. The following data should be examined closely:
- Keywords that generate more phone calls
- The most productive advertising platforms that are worth investing in
- Additional valuable insights to shape your business marketing plan
Before improving your call tracking and reporting strategy, it is crucial to determine the key metrics to measure in order to assess the success of your objectives. Here are seven critical KPIs to keep an eye on.
1. Traffic source
Identifying the campaigns and advertisements that produce the most calls allows you to manage your efforts and money more effectively in the future. But, if you utilize the same phone number across numerous places, such as newspapers, social media, newsletters, commercials, and landing sites, this information may be tough to collect.
Use dynamic number insertion (DNI) technology to provide an effective call tracking and reporting approach. Employing dynamic number insertion (DNI) instead of traditional static phone numbers has various benefits:
- Each campaign's performance can be tracked separately. This is especially useful when evaluating the effectiveness of several campaigns with the same messaging.
- Many phone numbers mentioned on your website may confuse potential clients. Dynamic phone numbers only display the phone numbers that are local to a potential client’s location.
- Effectively manage your phone numbers. Modern call tracking platforms enable marketers to identify unused numbers and recycle them for new campaigns.
2. Call volume
Tracking call volume provides attribution data to identify which ads generate the most calls and offers insight for ROI analysis. It is essential to identify call patterns and assess the effectiveness of SEO and PPC strategies.
Google Business Profile will help you introduce your company to the market. People will know more about your product or service and see how to find you, while you will track the interactions with your customers. The tool shows the methods of interaction with your site, such as calls, messages, bookmarks, etc.
3. Length of calls
This indicator assists in determining the value of a call and whether campaigns are successful in generating meaningful conversations. If a call lasts less than a minute, it is hard to convince anybody to buy your product. Dialics shows the length of calls in the analytics. The duration of calls may inspire the following optimizations:
- Need for script revision
- Necessity of soft skills training for the agents
- IVR implementation if the calls are made with typical requests, such as to learn the account balance
4. Time of calls
It is an important metric to analyze call frequency and understand when ads are most effective. This information can be used to efficiently distribute advertising resources and offer special bargains during off-peak hours.
For example, suppose you own a restaurant that requires PPC campaigns. Most of the calls are made starting on Thursday night and throughout the weekend. Another busy period is lunchtime on working days. As a marketer, you can run your ads specifically at that time and save budgets on other days. The hospitality business also has its peak seasons, when most of the budget should be invested in marketing. In other domains, analytical data should be carefully reviewed to determine when the majority of customers prefer to call and how to capitalize on this fact.
5. Landing page performance
Landing pages typically provide visitors with multiple options for interaction:
- Fill in the form with contact details
- Ask a question in the live chat
- Dial a number and talk to an expert
A successful marketer should track all those interactions and keep them safe in the CRM system. Not a single lead will be missed, and agents will have easy access to the interactions with clients and any related notes.
6. First-time callers
Isolating first-time callers is important for analyzing their behavior on the site and tailoring a personalized approach. First-time callers have come to your website from an ad, so you can check how well advertising campaigns perform. Besides, marking duplicate calls in the analytics leads to higher customer satisfaction rates, as clients do not have to repeat their requests to each new agent.
7. Previous interactions
Marketers should track previous interactions to understand the customer journey and monitor effective marketing techniques. Various attribution models help follow customers’ behavior on the website. They aid in determining the critical action that resulted in conversion. Besides, it is important to know what kind of customers you are dealing with, if they are hot or cold leads. It determines their position in the marketing funnel and special offers that can retain them as long as possible.
The most critical metrics to track for a successful call tracking strategy include call volume, traffic source, and time of day. If you are running a small business, analyzing those three metrics can be enough to gain and retain customers. Dynamic number insertion helps examine marketing efforts more precisely.
For bigger enterprises, more metrics may be relevant. Integration with a business's CRM system is also beneficial for the accurate measurement of ROI. Choose tracking metrics depending on your business’s size and goals.
If you are interested in the analytical data of your call tracking system, explore the possibilities of Dialics with our demo. The technical team will be pleased to show you around and explain all the details.