How To Track Calls From My Website
According to Search Engine Land, 65% of businesses consider phone calls their highest quality lead source. Phone call leads should always be a prominent piece of your overall marketing strategy. Call tracking is crucial when measuring a customer’s life-cycle. Your business has a phone number, but do you know where people are finding it? It is important to understand the path your customer is taking when they are searching for your business. This will help you to determine where marketing efforts should be and what channels perform the best.
Let’s take a look at the usual customer journey to understand this path:
- A customer searches for you on google and they get your advertisement. The customer clicks on your ad to search your website or find out more.
- They like what they see but need to talk to someone first before they buy your product or book your service.
- They find your number on your website and call you. Now they reach your talented team to seal the deal!
We can identify that the customer clicked on your ad and went to your website. After browsing for a couple minutes they like what they see and decide to call your business. Are you getting credit for that phone call? According to MarketingTech, 57% of people call a business because they want to talk to a real person. You have done your part in getting the customer to notice the brand, engage with the content and you deserve credit. With dynamic call tracking you can identify a full funnel path and attribute this lead to your paid marketing efforts.
What are my options?
There are great advantages that come with implementing call tracking. For example, you are running multiple advertising campaigns for a pizza shop in your area. You are paying for PPC ads, radio ads and have a coupon in the Sunday paper. If you have the same phone number on all three campaigns how will you ever find out what is working the best? With dynamic call tracking you can assign different tracking phone numbers and begin to visualize how your marketing efforts tell a story. You will be able to identify which ad campaign generates the most calls and which campaigns led to sales. If you are just starting out, Google offers a free simple tool to help you integrate your search campaign efforts with dynamic website call tracking. If you have a more complex mix of media channels here is a list of leading product names in the call tracking business:
- Call Rail
- Call Tracking Metrics
There are various levels of call tracking depending on the size of your business and your goals. Many companies offer solutions for all business sizes. Call tracking software companies also offer seamless integrations with business tools like Google Analytics, marketing automation, bid management and CRM software. The detailed reporting that these companies offer can help you identify how many calls you received, how long the call was, popular times of day, where they are calling from and help to identify internal and external optimization opportunities.