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Intelligent call tracking
ties it all together
Top Five Reasons
to Investigate Call Trackingtop five reasons to investigate call tracking
You're spending thousands if not tens of thousands of dollars a month on marketing your website -- not to mention the thousands of dollars you've spent building and maintaining it. This spending is most likely partially influenced by the promise of Internet mar-keters about the accountability of web marketing. But is your site truly paying for itself, is it turning a profit? How do you know? What is the return on your investment?
A study from While it is true that with a variety of methods classified as web ana-lytic tools you can measure traffic generated by different online market-ing efforts (web banners, e-mail campaigns, search ads, search engine Jupiter Research optimization, etc.) and to a certain degree you can even measure suc-cessful visits. (A successful visit is merely a website visit where the visitor shows that 43 completes a specific online call to action.) Traditional web analytic tools are great at helping you measure online conversions which include: pur-percent of chasing something but may also include non-monetary transactions, for example, registering for a free newsletter, filling in a contact form, down-marketers don't or loading a brochure or white paper, the list is endless.
Yet what about offline conversions that take place over the telephone?can't accurately mea- Once again, necessity has become the mother of invention with the ar-rival of dynamic call tracking software, where phone numbers people sure the ROI from SEO. view on a web page change depending on how they are directed to the (Source: JupiterResearch, SEM Executive Sum- site. And by tracking and reporting on traffic -- the sources that gener-mary, 2007). ated the calls -- another important conversion factor can now be applied to various web marketing campaigns efforts.
The question remains, should you investigate the cost of implementing a call tracking solution? If you answer yes to any one of the following five questions, the answer is: Yes, you can benefit from a call-tracking solu-tion.
1. What exactly am I getting for my online ad spending? Your organization is spending all or part of its budget on things like search engine ads (ppc), website banner ads, e-mail marketing campaigns or search engine optimization. If website visitors are likely to call it's impor-tant for you to see where they came from. In many cases, the phone call could be the only point of conversion as many users may simply call-in instead of completing your online contact form.
Page 2top five reasons to investigate call tracking
2. People call and you ask: How did they find us?Ever wonder how many customer and poten-tial customer calls came from your website. Did you ever scratch your head and think, "How did they find us on the web? We don't advertise our site." They may have simply found you through a search engine like Google or Bing. The question is: Did they search on your company name, your product name, or another generic term? Without call tracking you can't know this information. But with this information in hand you can use it to continually update your site for better customer engage-The case for call ment. More importantly, you will be able to more effectively invest your PPC budget. tracking boils down 3. Why are people calling instead of searching online?to one reason: the Are you curious about why people call you instead of finding the informa-tion on your website? Implementing a call tracking solution allows you desire to know who, to answer this question. Call tracking provides two mechanisms to help answer this important question. First, standard reporting products pro-what, when and vide you with the last page the visitor was on when he or she decided to call in (integrate your call-tracking solution with web analytics tools and you could even see all of the pages they visited before the call) and by why people call reviewing this page, you might be able to understand the reason why. More importantly call tracking products will record the call -- allowing your company after you the ability to review the purpose of the call and associate it with the specific page that generated the call. This is a great technique for helping visiting your improve checkout processes on e-commerce sites.
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