When detailing the benefits of phone call analytics with Google Analytics integration, it’s often easy to end up preaching to the converted, while failing to properly define in practical terms what the technology of phone call analytics actually does. The purpose of this article is to demystify the process by which phone number tracking brings your company tangible results and marketing improvements from the moment the system is set up.
In the most basic sense, phone call analytics allows a company to constantly monitor and adapt your offline advertising campaign, and also to interpret data to ensure that the great number of offline-originated calls end up in conversions, just as one might control online conversions using web analytics. There are many aspects to a phone call analytics system, and many levels on which the data can be logically and effectively manipulated. However, in the case of this article, the most apparent benefits of website telephone tracking will be discussed. First of all, let’s explain how a company might use phone call analytics to monitor and adapt an ad campaign.
In a standard case of call tracking, the individual numbers generating calls are entered into the software so that they can be identified and the data from that specific number can be collected. For the entire call, the caller-experience is identical to a usual call; the recording of the call data is invisible and entirely non-disruptive. Each call is recorded, and the advertising generating that call is logged as an individual piece of data providing a range of information about the call itself and its relation to a trend of phone calls to your company. What this means is that numbers generating calls can be identified, and a company can quickly see which numbers are costing valuable advertising investment but are delivering no sales. Effectively, phone call analytics saves your company valuable investment that is being lost through the inability to track which conversions happen from which offline-generated calls.
A further grey-area of the awareness of a campaigns success is brought into focus with the implementation of phone call analytics – numbers that are generating calls but are failing to result in conversions can be identified and modified, and important changes to a campaign can be made swiftly and with minimal loss of advertising investment. This is a common experience in the optimization of an ad campaign; call analytics simply minimizes the loss of investment, and the time it takes to identify and neutralize these problems.
The implementation of call analytics provides clear, practical data that cuts out the guess-work involved with lumped campaign data; with call tracking, keywords generating conversions can be isolated from those failing to reach their potential – without call tracking, making potentially-costly decisions as to the performance of an offline ad campaign still holds an aspect of blind trust in the total performance (or lack thereof) of an individual campaign. For SEO workers, it is possible to prove to the client the validity of ad investment expenditure with exact statistics recorded in real time by the phone call analytics software. For an SEO, being able to prove just how work has benefited a client is becoming more and more necessary in order to stay competitive.
Call recording and e-mail notification for out-of-hours and missed calls translates into a huge amount of conversions that would simply be lost without the implementation of a call tracking solution. With a call analytics system, there is no longer any need to fail in following up on calls. As each call is logged and recorded, missed calls and out-of-hours calls no longer need to be a problem – many companies have been alarmed to find the amount of missed calls and out-of-hours calls they have missed through a lack of call tracking software. Often with companies with very little manpower, a huge amount of conversions can be picked up by simply opening for business on a day previously thought to be generating no calls. Being able to recapture lost leads ensures no potential clients need be lost in the event of a mere missed call – whether a sale is £10 or £1000 per conversion, this aspect of call tracking is sure to dramatically boost your conversion ratio.
Hopefully this article has managed to explain in more detail the active benefits of phone call analytics, and various ways in which a call analytics system will serve to boost your conversion ratio. Though this article deals with the basic advantages of phone call analytics, the advent of Google Analytics integration with call tracking is currently huge news in the SEO/SEM sphere, so expect to hear a great deal more about the power of call tracking, whether you are an SEO worker, an online marketer, or are looking to develop your online sales presence.