Call Analytics' 7 Best Practices
Call analytics — or automatic call tracking that works in concert with web advertising or full marketing campaigns — provides a great return on your marketing investments.
Among other data, call analytics track calls by source, ad, campaign, keyword, time of day, call duration, repeat calls, hang-ups, missed calls, geo-location and caller information. They also provide call recordings to help improve sales staffs' performances and determine the value of calls. What’s more, call analytics tell you what’s working and what’s not, and help you make better choices about where to cost effectively put your advertising dollars.
Companies considering whether to implement call analytics technology — or those thinking about how to get the most out of the technology they already have in place — should consider the following seven keys to success:
- Test and track what you really need. Different types of data are valuable to different companies (e.g., source, campaign, ad group, keyword, etc.).
- Use dynamic number replacement. Using different numbers in various places (e.g., Google, Yahoo or corporate websites) allows companies to track where customers are finding them.
- Use local tracking numbers versus an 800-number when a local presence matters. This can be achieved through dynamic number replacement.
- Call optimize your landing pages. To generate the highest results, your phone number should appear at the top and bottom of all web pages and be accompanied by the word “call” or a picture of a telephone.
- Listen to call recordings. This helps uncover mission-critical information that could ultimately improve conversion rates (e.g., 50 percent of salespeople aren’t suggesting alternatives to sold-out products).
- Have an “after hours” call routing and voice mail strategy. Approximately 22 percent of calls happen after hours. Companies can’t afford to lose these potential customers.
- Establish and leverage baseline data. Use all the data available to you for these tasks.
In today’s web-based world, call analytics provide data that web analytics can’t. Without call analytics, companies operate with an incomplete picture of all potential revenue streams. With call analytics, organizations are better positioned than ever to improve customer insight, enhance customer service and increase business operations.
Leigh McMillan is senior vice president of Marchex Voicestar, a Philadelphia-based call tracking and analytics division of Marchex, a Seattle-based performance advertising and local search company. Reach Leigh at firstname.lastname@example.org.