The key task for which the vast majority of users connect call tracking is to determine the sources of incoming calls. But in fact, this is far from the only opportunity that the service has. In the Calltracking.ru Personal Account, you can find analytics for each request by 30+ parameters: date, type, status, geography, user device parameters, number of visits, request page and many other data.
We have collect 7 of the most popular insights that can be found in reports if you enable call tracking.
1. From which channels do requests come?
The main insight that marketers get is from which channels requests come. This data is ne to understand where exactly the client saw your ad, which source brings requests and which format works best. If you have several different points of contact with the buyer (outdoor, context, social networks, business cards, etc.), then you can’t do without call tracking.
For example, static call tracking helps determine whether a specific channel (billboard, flyers, online maps, classifis) is bringing in leads, while dynamic call tracking determines effectiveness down to a single ad or keyword.
This data can be us not only for post-factum analysis, but also in real time. So, if you have IVR set up, then before connecting with the client, the operator will receive a voice notification about the source from which the call came. This is especially convenient if you have different promotions and offers for clients in different channels. In this case, it will be easier for the manager to get their bearings before the conversation.
2. How effective is the advertising agency’s work?
If your advertising is handl by someone from outside (be it an agency or a freelancer), then call tracking reports will help identify possible cheating, control the quality of the contractor’s work and campaign settings.
This is beneficial for both parties: you will know exactly where the calls are coming from, what channel they came from, and whether the increase in the number of requests is a result of simple organic growth of your business.
Knowing the sources of all types of leads (including with the help of chat, form, email tracking, etc. connect if necessary), you will be able to most accurately assess the increase in leads receiv through the work of an advertising agency.
3. What time and days do requests come in?
It would seem that this is quite obvious: clients most often call during the day, and managers answer them during working hours. Surely we shouldn’t set up 24-hour shifts just because there are calls at other times?
In fact, yes and no: it all depends on your client’s user journey, the ways of communicating with them, and economic calculations. If there are a lot of incoming calls outside of working hours, when managers cannot process the application immiately, then you risk missing the target lead. This is usually typical for flower shops, dance schools, beauty services, and other areas where customers expect their issue to be resolv as soon as possible or leave an application under the influence of emotions.
To begin, analyze what percentage of calls remain unanswer and compare the conversion into sales for them and for those that are process immiately. As a test, you can also try shifting the manager’s working hours or increasing them, if this makes economic sense.
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Pay attention to the source of calls: if it is organic traffic from the site, then outside working hours it makes sense to put a stub about working hours or offer to leave a request through a form so as not to lose the client’s contacts. If these are visitors who came from contextual or target advertising, then it may be worth setting up the hours of ad display.
4. What regions are your clients from?
Reports with the geography of requests show which regions and cities are most attractive for your business. This will help adjust your advertising strategy: for example, focus on those regions where demand is higher, or vice versa – on those buy forex database lead locations where the indicators are not good enough. You can also consider opening new branches in areas with a growing number of requests or strengthening your local team. It all depends on your current marketing goals. For example, one of our clients in the hotel industry us lead geography data for mia planning of regional outdoor advertising.
5. Which pages have the highest conversion rates?
One of the parameters track by call tracking is the page from which the request was made. Use the most effective pages as landing pages in your phone number it promos to get more return on advertising. Also, the analysis of the “Top 5” will allow you to draw conclusions about how to improve conversion in other places on the site.
You can also use static call tracking (one number – one page) to test individual hypotheses, products or landing pages. By the way, we even have a separate case about this .
6. What does the customer journey look like?
The report for each lead includes information about the user’s visits and their behavior on the site. We know not only the page from which the call was made, but also how many times they visit the site before leaving a request, what the entry page was, how much time they spent on the site before the call, how many pages they view, and when and what requests they made to the company earlier. The last point will be especially interesting if it is enrich with data from other tracking modules , so that we can see not only the calls users make, but also the forms they fill out, the letters they send to the company, the correspondence in the chat on the site or in the messenger.
All this data can be us to build a user path. This way, you will better understand the client and will be able to adjust communication with him depending on what triggers (or, conversely, stop factors) arise from the first interest in the company to the repeat purchase.
7. How managers handle calls
Pay attention to the call tracking reports on work with incoming requests: how many calls during working hours remain unanswer, how quickly managers pick up the phone, what is the average duration of a conversation with a client. If calls remain unanswer, you can lose customers, because not in all areas and not always are customers ready to wait for a call back.
In conclusion
As we can see, call tracking is not only about identifying advertising sources for calls, but also about a multifacet analysis of incoming requests, which gives the marketer more information about their clients and work with them. Looking at leads from different angles and under different parameters, you can find useful insights and justifications for making important decisions.
