Learn to leverage your call tracking and analytics software to make your callers happy and grow your bottom line.
As you draw your callers from multiple marketing channels – web, mobile, print, and TV – you should know which ad, traffic channel, or marketing campaign triggered a specific call. Call tracking can help you with it, attributing each caller to a specific traffic source.
But that’s not all!
Besides dissecting the customer journey from A to Z for a granular understanding of your call marketing, Phonexa’s call tracking software integrates with other proprietary software – LMS Sync, E-Delivery, Cloud PBX, and more – to create a unified lead management ecosystem that accounts for each click and call. With Phonexa, you know where each caller found you and get actionable insights to adjust your campaigns on the fly.
Synergized with well-thought-out call distribution and analytics, call tracking can empower your business for growth, as calls remain the most critical aspect of the customer journey, harnessing up to 15 times more converting potential than web leads.
Read on to learn everything you need to know about call tracking software.
How Does Call Tracking Work?
You can track inbound calls in several ways – for example, using Google Analytics or Google Tag Manager – but nothing will unlock as much data as proprietary call tracking software does.
Call tracking works as follows:
- You place one of these dynamic call tracking numbers – that is, your call tracking script – on a prominent location on your website:
- Local numbers – to track local campaigns (up to 90% of customers consider local businesses superior to international).
- Toll-free numbers (800) – to track international campaigns while making calls toll-free.
- Vanity numbers (for example, 844-PHONEXA) – to embed branding into the phone number within local and international campaigns, raising brand recognition.
- The caller lands on your website and sees a unique number attributed exclusively to this traffic source or call, depending on how you manage your dynamic call numbers and marketing campaigns. In other words, every customer interacts with a different number.
- The caller dials up the unique number, and your software tracks the call, including the caller’s personal information and the traffic channel data.
Each call provides in-depth marketing insights usable across the board, from increasing sales to improving budget management to enhancing the customer journey.
What Data Can Call Tracking Software Collect?
The amount of collected data depends on the quality of call tracking software and integrations, but it will inevitably be of one of these types:
- Call parameters: call timestamp, length, first-time or repeat call, successful or unsuccessful call, etc.
- Caller parameters: name, phone number, location, history of purchases and interactions, interests, etc.
- Traffic source parameters: the ad, traffic channel, or campaign that triggered a call.
The more data you have, the easier you can leverage it to enhance the customer experience and your marketing campaigns. The good news is that you can always refer back to the call recording to check what went wrong, where the agent could’ve done better, etc.
Interactive Voice Response and Call Distribution
Although most calls result in a conversation with a sales rep, an Interactive Voice Response (IVR) does a tremendous job of elevating the customer journey to the point where requests can be solved independently of live agents.
- When the caller dials up the number – or if all sales reps are busy – they are greeted by an IVR with questions and a set of answer options. Upon completing the survey – and if the IVR cannot handle the request independently – the caller is connected to a relevant sales rep.
The difference an IVR makes is that the sales agent knows about the caller’s needs and wants beforehand. Once having the lowdown on the caller, the sales rep can approach the conversation with a ready-made solution or at least reduce the wait time significantly.
Call tracking is inextricably tied to call analytics, as it would make no sense to record call details without conducting a thorough analysis of each record. That said, call analytics software is not uniform, meaning you must research the market before committing.
Here are the essentials of call analytics:
- Reports. Traffic flow and comparison reports will allow you to accurately estimate the performance of your traffic channels, campaigns, and sales reps by juxtaposing different data sets (for example, agents’ conversion rates).
- Settings analyzer. Sometimes the wrong configuration of your lead tracking and analytics software can ruin a marketing campaign. For this not to happen, your software should automatically analyze its setting and search for improvements.
- Predictive modeling. Live-testing your campaigns is a thing of the past – instead, analytics software can assess various scenarios by juggling the input data.
Call tracking and analytics are indispensable for any business in 2022 and beyond. You only have a fighting chance if you rely on data, so utilize call tracking software to track calls, collect analytics, and scale your business.