The Blind Spot in Your Analytics: The Phone Call
Have you noticed your company's phone ringing more often over the past year? The Increased usage of smartphones has resulted in a rise in inbound calls. In fact, inbound calls for small and midsize companies increased by 24 percent in 2014.
In an age where two-thirds of Americans carry a smartphone, your business telephone is no longer the wallflower that it used to be. Consumers are using these palm-sized computers to find, research and communicate with businesses that carry the products and perform the services they need. With so much functionality in one piece of technology, moving from search to browsing to calling has become so simple that it's no surprise that inbound phone calls are on the rise.
You may be surprised to hear, however, that while businesses are enjoying more sales from these purchase-ready callers, many have no idea where the calls are actually coming from. The truth is that many companies are focused solely on social interactions and AdWords spend, completely overlooking their inbound calls and leaving a huge blind spot in their marketing dashboards. Marketers have become so invested in AdWords tracking and spend, counting clickthroughs, and online conversions, that they've completely overlooked the power and financial impact of the telephone.
It's common to know how people find your site, and website analytics will tell you how online sales originate, but what about the people who don't finish their conversions online — e.g., customers who decide to pick up the phone and speak to you? Traditional website analytics cannot track conversions that take place offline. Once a customer calls you, data is no longer collected and that customer is counted only as a visitor.
How can you determine how successful each of your marketing channels truly is with this huge hole in your analytics? Filling in that blind spot with call-tracking capabilities and monitoring where each call originates allows businesses to gain a clear view into the return on investment of each advertisement and communication channel in a way that hasn't been available before.
Related story: Call Analytics' 7 Best Practices