Call tracking is a key component for marketers to use. It provides data which can measure the performance of phone calls, helping to identify which areas of your marketing these calls have come from.
Not only can call tracking UK help businesses grow revenue, it can also reduce wasted spend and improve customers’ experience of your services.
This article will outline the three most significant elements that call tracking has to offer.
Keyword performance
A way to drive success to your paid search ads is through keyword attribution.
By understanding the performance of these keywords, you can identify new words to focus on.
Speech analytics can also be used to discover new keywords by listening to phone calls and picking out words or phrases that customers use to outline their difficulties.
With this information, you can see which keywords customers are using to describe their concerns, and the terms they may be searching for, so you can adapt or change your paid search campaigns accordingly.
This, in turn, could generate more traffic to your website and lead to more accuracy in your paid search reports.
Sourcing calls
It’s important to know which sources drive telephone calls and at what point during a customer’s journey they make a phone call. Dynamic phone numbers enable you to do this.
Dynamic phone numbers can help you gain an understanding of how customers are interacting with your business and which marketing sources are driving them to call. You can track each visitors’ movements from a specific source, such as a pay per click (PPC) ad.
By using dynamic phone numbers on your website, you can monitor visitors. This means you have full visibility of the customers that land on your site and at what point they took action and called.
The information accumulated means your business can make more informed strategic marketing decisions, and budget effectively.
Landing page effectiveness
Your business’ landing page should be of high quality in order to funnel more customers through to a conversion or call.
This aim can sometimes be lost within the creation and design that goes into the best performing layout, but really it is the most significant factor.
Your business should keep in mind that 60% of customers prefer phone calls, whereas only 24% prefer emailing or speaking via a chat function. If your business only collects online conversion data, you can miss out on necessary performance data.
It’s important to optimise your landing page according to the data you have gathered from call tracking.
This aspect, as well as keyword performance and the other important aspects of call tracking, will enable you to be more efficient in how you spend your time and budget.
It’s clear that call tracking has many benefits. When it is implemented into your business, you can gather vast amounts of data and invest accordingly into your marketing efforts to in turn, generate greater revenue and form better customer relationships.
