The Customer Data You Track on Your Website is Trackable on Phone Calls Too

January 16, 2018 | Jason Kay

Metrics are an important facet of any marketing and ad campaign. With data metrics in hand you see the actions customers take when they visit your website. See which links they click, and even go back through the customer journey to see which ad campaigns drew them to your website in the first place. For all of these different data points you now integrate the same tracking information into your analytics for the phone calls your business receives. Not only will you enjoy greater insight on how your marketing efforts drive phone calls, but you’ll have improved cross-channel visibility that finally bridges the gap between offline and online marketing.

The Phone is Easier, Depending on Your Industry

For many businesses, it is simply easier for customers to pick up the phone and call for service rather than clicking through an endless stream of pages on your website. When a family is locked out of their car at the mall, they don’t have time to browse a website and fill out lead forms. They want to do a quick Google search, find relevant locksmiths nearby, and call for service. Tracking phone calls used to be difficult for businesses, but that difficulty is no longer an issue.

Discover the Most Effective Sources, Channels, and Verticals

Phone call tracking is far more diverse than most marketers might realize. Using unique business numbers for various ad campaigns or even pages on your site, you can see how your various marketing sources, channels, and verticals are performing. For example, varying final extensions (the last four numbers) can be altered and assigned to different marketing campaigns. This will help you see which ones are generating the most outreach on the phone.

For example, different numbers can be used for direct mailers, social media ads, email marketing, and your homepage. When customers call those various numbers, they’re directed to the same place: your sales team. However, since they used different numbers you’ll be able to see which verticals and sources generated what type of business.

Go Next Level with Multi-Channel Insight

As you zoom out your view from the micro to the macro, phone call analytics tie together your broader marketing strategy with multi-channel insight. Understanding the customer journey from start to finish, online to offline, is key to improving your marketing as a whole. Without phone call tracking, you lose sight of your customer’s journey from time to time. How is that possible?

Well, some customers might initiate a search online and find one of your search ads. Clicking that link, they’re directed to your site and click through the pages doing some research. If they put off the purchasing decision for a few days though, you lose them in the mish-mash. That same customer could be reminded of your brand through social media days later and find your phone number through a Facebook page. When that customer calls from that posted number, their journey to contact has traversed a variety of channels.

Phone call tracking allows you to stay on top of their travels by gaining insight to each individual data point so you know what brought each customer in. Down the road you’ll be able to use that information to better harmonize all of your marketing efforts.

Review, Optimize, Repeat

Finally, use phone call recording to analyze the speed and quality of the service or support your customers receive when they call in. You’ll be able to look through those analytics to figure out what’s working and what isn’t. You can then put that information into action by refining each marketing channel for improved performance in the future.

Phone calls provide an essential link between online and offline actions of your consumer. Integrate phone call analytics into your marketing data and you’ll be able to build a bridge from the online world to the offline world. Get started today

 

The Importance of A/B Testing and Analytics for Marketers

December 7, 2017 | Jason Kay

There’s a centuries old philosophical question that asks “if a tree falls in the woods and no one is around to hear it, does it make a sound?” We’re not here to discuss physics or quantum theories, but this does serve as an appropriate opening to discuss analytics in digital marketing. If digital marketers deploy ad campaigns without analytics, how will they know what worked and didn’t work? Modern, digital consumers leave a trail of digital breadcrumbs for marketers to follow and analyze along the path to purchase.

However, Forbes cites its own Insights Report, as well as work from ITSMA and Vision Edge Marketing, showing two startling statistics. First, only 22% of marketers have successful, data-driven initiatives delivering viable results. Second, 74% of marketers can’t even measure or report on the impact of their campaigns to the business’s bottom line.

As a digital marketer, if you’re going to make data-driven decisions you need analytics to deliver those data points. A/B testing will help you determine which channels are operating at peak efficiency.

30 Seconds for A/B Testing

Also known as split-testing, A/B testing is a method of experimentation involving your marketing campaigns. You develop two different types of campaigns or variations (Ad A, Ad B). Run those ads to see which one generates more interactions and conversions with your target consumers. The overarching goal is to determine which ad type/content language/marketing vertical is performing the best in your campaign. This alone gives you a strong starting point to make data-driven marketing decisions. Right away you have data to prove A is better than B, or vice versa. Unfortunately, only 44% of companies use any form of A/B testing software to test varying ad types or marketing channels.

Benefits of A/B Testing

A/B testing generates data that is used to make informed, data-driven decisions when proceeding with marketing campaigns. Here’s a list of just three benefits (there are more) to using A/B testing in digital marketing:

  • Improve Content Engagement: Compare two versions of an ad, article, or landing page, you have the ability to see which one generates more engagement. Getting data on consumer preferences, enabling you to take A/B testing results and deliver a higher quality in the final version.
  • Increased Conversion Rates: A/B testing offers two forms for consumers to view. The one that generates more conversions is the one you’ll eventually enhance further in other campaigns. Correct adjustments based upon initial A/B testing can help boost conversion rates up to 300%
  • Bigger Conversion Values: Today A/B testing can be used on low-end products/services to refine lead pages or ad funnels. Tomorrow, that refined format can be A/B tested again for high-end products to increase conversions. This means even greater revenue increases.

A/B Testing is Great, and It’s Important For Phone Calls Too

If A/B testing is the engine in your digital marketing vehicle, analytics is the supercomputer in the dashboard. A/B testing will get you the data you need, but it’s up to you to implement it properly to improve marketing efforts. You can use those analytics to determine which of your marketing channels are working, and which ones are failing. This is arguably the primary benefit of data-driven marketing. Analytics improve your vision as a marketer and better understand the target consumers you’re hoping to reach. Analytics deliver the data you need to see across marketing channels and track consumers as they weave through desktop searches, mobile app interaction, and social media engagement.

A critical piece in the bridge between online and offline is phone calls. Analytics track a phone call back to the specific ad, campaign, or social media interaction that initiated the phone call. When those calls generate revenue for the business, you’ll know which campaigns are delivering the best ROI for your marketing spend. Retreaver understands the importance of A/B testing and the value of analytics. We make tracking and attribution of calls easier, so you can make more data-driven decisions.

Want to know which campaigns or channels drove your company revenue?  Sign up for free today, and find out!

3 Things Missing in Your Digital Marketing Campaign HINT: Call Tracking

October 11, 2017 | Jason Kay

Why call tracking? Your digital marketing campaign is smart and responsive. You’ve geared it for your mobile users, because you know 60 percent of your customers are accessing your site. Your customers can call you from your site with a tap of their finger, and you’ve made conversion as easy and appealing as possible. But you’re still missing something in your digital marketing campaign. 

Does your customer offline experience match the online experience that you’ve honed so well? Do you know which channels and ads your customers are responding to the best?

With call tracking, the answer to these questions is yes. Adding call tracking to your digital marketing strategy lifts your marketing campaigns to a new level. Take a look at three reasons why:

 

1. Call Tracking Enables A/B Testing In Campaigns

A/B testing lets you know which elements of your ads and marketing are connecting with customers. It tells you how to adjust your ads for better performance. Call tracking is a primary tool in providing the data you need to make these adjustments.

Use call tracking to make constant modifications in your content and layout. As you run one marketing page connected to a unique phone number, you can make a small change — change the color of the click-to-call button, or add an emotional photo to the copy, for instance — and connect that to another unique phone number.

Each change helps you hone and optimize your marketing efforts. You know exactly what’s working, and you have the data to back it up. No more stumbling in the dark and guessing how to connect to your customers. With call tracking, you have the answers you need.

 

2. Call Tracking Enhances Customer Experience

Every time your customer is put on hold or transferred to another agent or department, you take a 20 percent risk that the customer will hang up. Not only do you lose that particular conversion, but you also run the risks of losing that customer forever and even having them spread poor word-of-mouth about their experience with your organization.

Call tracking helps put an end to the frustration and annoyance your customers can feel when their calls are endlessly re-routed, and they have to repeat their information over and over.

With call tracking, you can route calls to the correct department instantly based on the geographic information provided by caller ID. You can send repeat customers to agents they’ve dealt with before, or you can tie their calls with the data you already have about customers from your online contacts with them. Customer experience is enhanced because you do away with hold time, re-routing, and endless menus, and customer satisfaction goes up.

 

3. Call Tracking Provides Data on Ad Performance

Get the granular data you need to understand how your ads are performing with call tracking. By tracking keywords, you can know which ads, which keywords, and which of your overall campaigns are converting. You’ll know which ads and keywords generated calls, and you can match conversions to ads to understand what your customers are responding to.

Integrating your ads with tools like Google AdWords paired with call tracking lets you follow each unique visitor’s interaction with your site, gathering the level of data you need. Now you have the data you need to pull underperforming ads and put your marketing budget to better use.

Find out more about how call tracking can benefit your marketing campaigns today, visit try.retreaver.com.