In this analytics-driven world, a new buzz word has started to take life: Inbound Call Tracking. We are all aware of web analytics and how cookies can track a user throughout the path-to-purchase. When it comes to online analytics, we ramble on and on. However, when it comes to offline tracking, we are short of words. This avenue is new to the world, especially in India, which is only starting to realise the potential of calls. Here are a few things that the average Indian digital marketer must know about call tracking.
First things first. What is an inbound call?
Any call that a customer makes to your business is an inbound call. The purpose of this call could be a purchase or even a simple enquiry. Whatever be the motive behind it, this call is extremely valuable for a business as it hands you a prospective customer.
But I already make enough outbound calls. Why do you think I must spend my time and energy on customers calling me?
Because the times are changing. The arrows are going to reverse – you are no longer going to make too many outbound calls. Instead, you are going to get a ton of calls from your customers. Take a look at this graph about the rise of searches done through mobile phones. (Yes, in India)
By 2017, the number of searches through mobile will overtake the number of searches through a desktop. The more people search for your business through their mobile phones, the more likely they are to call you – in fact, 40% of all mobile searches result in a phone call. That is, you are looking at a whopping 5.5 billion calls in the year 2020.
But as I said, I’m already investing a lot of time and energy in my outbound call centre with hundreds of experienced agents. Isn’t that enough to sustain my business?
When you make a cold call, you are trying to talk to a person who, by default, DOES NOT want to talk to you.
Pit that against an inbound caller. This person has called you voluntarily. Your golden egg is right there – purchase intent! Most probably, this call is the last step of their research. Most probably, they’re calling to check up on the final detail and see if there is any reason NOT to purchase from your business.
From this perspective, which customer do you think is more valuable?
OK, so I am about to get hit by a storm of highly valuable inbound calls. But how does that really affect my bottomline?
On any day, the quality of a call lead is better than a web lead – there is no doubt in that. Someone who mindfully makes a call to your business is much more valuable than someone who is clicking away behind a computer screen. Calls have explicitly higher conversion rates than clicks – clicks convert at a 2% rate, while the conversion rates of calls range between 30 and 50%.
So you are telling me that besides prompting my consumers to click a certain link, or fill in a form, I must also prompt them to make calls?
Yes. Most of your customers visit your page on a smartphone. It will undoubtedly irritate them to fill in a long form on a mobile screen. Instead of forcing them to do that, why not offer them the easier option of making a quick call to your business?
You need to drive calls. You might already be spending a good amount of your marketing money on driving PPC ads. In addition to this, make the most of Google’s call extensions and Google call-only ads, and drive more calls to your business.
That’s outrageous! A call is an offline activity, which is not recorded anywhere on the internet. If I make my consumers call me, I will not be able to track them! How on earth will I know where these call leads are coming from?
Yes, you’re right. As long as your consumers are filling a form on your website, you have 100% visibility into your ad-conversion metrics. But some human beings prefer hearing a human voice on the other end to assist them with a purchase – these people end up calling your business. The moment they move from your website and make this call, your web analytics tool considers this as a visitor who reached your landing page and abandoned it. Your ad-conversion visibility drops to a straight 0%.
But wait. DO NOT PANIC. This is where this brand new technology called Inbound Call Tracking comes into the picture.
Call Tracking enables you to find out where your inbound calls are coming from. When a person leaves the internet to call you on their phone, call tracking analytics tells you exactly where the call is coming from, including the whole backstory!
So it tracks calls … like TrueCaller?
Hell no! Call tracking gives you extensive details about each call that your business receives.
– From which source did the call originate?
– Which keyword did the consumer use to reach your landing page and eventually make the call?
Through call tracking, you get the full story behind each path-to-purchase
Um.. So I guess Call Tracking helps me in marketing attribution?
Exactly. Call Tracking is a digital marketer’s best friend. It pin-points which part of your marketing effort resulted in inbound calls, which eventually led to huge conversions for your business. Get credit for all the effort that you put in to marketing.
Not only does Call Tracking give you ample credit for your work, it also helps in strategising your marketing budget.
With all the call reports, you will get an idea about which strategies are generating the best calls for your business, and which ones aren’t.
In conclusion, with call tracking, you can align your marketing money accordingly – bid wisely on the best keywords for your business, and invest more money in the sources that fetch you the most calls!