The competitive business environment dictates new rules, so every business call with a potential client matters. As of 2023, 47% of mobile search users abandon the process if the ad doesn’t include a phone number.
Phone call tracking is the key to success, maximizing marketing ROI, improving customer service, and driving business growth.
Advanced tracking goes beyond basic call information, providing insights into how your clients interact with your business. Therefore, investing in it is one of the best decisions if you’re interested in attracting more business leads, driving sales, and improving overall business performance.
Ready to learn more about the benefits of call tracking? Here you go.
Call Tracking vs. Advanced Call Tracking: What’s the Difference?
Call tracking is a technology that links a business’s calls to the source from which they originate. This source could be a website, online ad, offline advertisement, or any other source.
What is Call Tracking?
Thanks to call tracking, you can:
- Identify the most effective marketing channels. Determine which marketing campaigns and channels generate the most calls to focus resources where they have the greatest impact.
- Track customer behavior. Understand how customers go through the buying process and which web pages lead to the most calls so you can optimize the customer experience and convert leads into sales efficiently.
- Improve customer service. Identify and resolve customer issues to enhance satisfaction by tracking wait times, call duration, and other data.
- Increase return on investment (ROI). Measure the impact of digital marketing performance on sales revenue to maximize ROI.
In contrast, advanced call tracking offers more capabilities than basic tracking and can truly elevate your business. Let’s examine some of its features:
| Call recording | Recording and tracking inbound and outbound calls with subsequent playback enable the resolution of disputes (if they arise) and ensure compliance with regulatory requirements. For convenience, you can set up call recordings to be stored for a certain period or automatically deleted. |
| Conversation analysis | Conversation analysis software can automatically extract keywords, phrases, and topics from recorded calls. This provides insights into what customers say, their needs, concerns, and opinions about your product or service. Such data is essential for improving marketing campaigns, products, and customer service. |
| Dynamic phone numbers | Creating unique phone numbers for each marketing campaign, ad, or webpage lets you track which sources generate the most calls accurately. This data allows you to optimize your marketing efforts to improve conversion and lead generation. |
| Customer tracking | The call history of each customer provides a comprehensive insight into their interaction with your business. This data lets you identify repeat customers and improve the caller experience. |
As we can see, advanced call tracking is suitable for any business, especially if you want to scale.
Beyond Simple Tracking: Advanced Call Tracking Benefits
As the saying goes: “He who owns information owns the world.” There’s no denying that the most valuable resource today is information.
Underestimating the numerous benefits of advanced call tracking programs is a fatal mistake for business owners. This technology provides you with access to the necessary data.
Source: Matelso
Let’s delve deeper into the possibilities that open up for you with advanced call Tracking.
1. Deeper Understanding of Your Audience
Imagine having information about customers whenever they connect with your call center. You know their name, where the call originated, and whether they have called from this number before. That’s what call tracking software can do for you, including:
- Personalized service
- Ability to track sales calls more effectively and move leads down the sales funnel
- Opportunity to rank campaigns by conversion efficiency
How Does Phone Call Tracking Software Work?
A phone call tracking system operates by recording and analyzing phone calls using:
- Interactive Voice Response (IVR)
- Call recording
Various format data is collected throughout the process, which can be categorized into several groups.
| Name, phone number, subscriber’s geographical location | The reason, duration, quality, and outcome of the call |
| Trigger points, subscriber’s pains | Subscriber’s purchase history |
By analyzing the obtained data, you can use it to predict future events. In this context, it refers to obtaining answers to questions such as:
- What is the likelihood of a user making a purchase?
- Are users satisfied with your product?
- Do they consider returning the product?
- Do they recommend your company to others?
2. Comprehensive Monitoring of the Customer Journey From A to Z
Ordinary phone call tracking software is not ineffective either. It provides information about individual calls, such as duration, outcome, and quality. However, it does not provide enough information to make sure you know what happens before or after customers dial up a call.
In contrast, advanced call tracking can do this and even more. Based on call performance metrics, it shows all customer interactions with your company, including:
- Online interactions — website visits, page views, ad clicks
- Email interactions — email opens, link clicks, file downloads
- Social media interactions — likes, comments, messages
How To Obtain Such Information
First, choose the appropriate call tracking software and check if it offers the required functionality, like real-time call tracking reports. Then, integrate it with your martech stack, including CRM, web analytics tools, and/or other call tracking tools.
Customer journey analytics provides a better understanding of customers’ needs and expectations. Additionally, it helps to identify potential customers who are ready to make a purchase and provide more targeted service. With 71% of users seeking personalized interaction, is there any point in denying them that?
3. Optimization of Marketing Campaigns
Advanced call tracking excels in identifying which marketing campaigns generate the most calls and conversions. It allows you to focus your resources on the most effective channels and improve the overall ROI in marketing.
You can track the effectiveness of various advertisements, keywords, web pages, and email campaigns by analyzing the quantity and quality of generated calls.
| 1. Call source tracking | Dynamic phone numbers, UTM tags, QR codes, etc. |
| 2. Performance analysis | Unique phone numbers in advertisements, QR codes, promo codes, etc. |
| 3. Website optimization | Dynamic phone numbers embedded on web pages, JavaScript code. |
| 4. Marketing ROI measurement | Comparison of marketing expenditures with the quantity and value of calls and conversions they generate. |
The obtained data will help optimize marketing campaigns, which will ultimately lead to improved lead generation and sales in significantly larger volumes.
Can You Do Without Call Tracking for Business?
The answer is yes. Of course, you can grow your business without it. But there’s a catch: without this technology and knowledge about your audience, you’re unlikely to gain an edge over competitors and increase ROI. And what business is interested in failure? Correct, none.
A call tracking system is like a super agent that:
- Reads customers’ minds. It knows where they come from, what they want, and what they think about.
- Reveals marketing secrets. It shows which campaigns generate the best customers and which drain your budget.
- Boosts your sales. It helps you identify high-intent customers and guide them through all stages of the sales funnel.
- Makes customers happy. By collecting call tracking reviews, it ensures that every call is pleasant and productive.
Want to achieve the desired results? Then don’t hesitate to implement a call tracking software of your choice. Leave the routine work behind; let automation do it for you!
