The advantages of Call Tracking to improve ROI

The pandemic has thrown confusion into the most routine business transactions, creating a roller coaster for the business market. We have seen the decline in face to face meetings and an increase in traditional sales calls as well as video conferencing. This behavioural shift reinforces the importance of businesses making every call count. Each inbound call can move you closer to the ultimate goal of a converted sale.

However, prospective lead phone calls are only approximately 50% of all conversions. Business owners need to be smart and embrace the fact that each inbound call that lands at a call centre, is tied with significant information that no one should ignore. Measuring your ROI (Return On Investment) is a must. But this is not the time to rely solely on the typical marketing metrics.

Call Tracking is a service that many businesses are frequently using to measure and optimise their phone conversions. Zadarma, a leading VoIP provider, offers a highly effective, accessible and free call tracking software as part of their phone system solution. It can be used to track important business tasks such as advertising channels and sales calls.

Call tracking gains data from calls to a certain phone number. This data can track the source of the lead, proving exactly what marketing campaign or sales tactics drove the phone call and what the result of the call was. For example, a prospective customer calls a business that is using call tracking. That business can source what ads, web pages, and even the keywords that helped drive the prospect to make the call. This insight is highly valuable for future conversations and marketing activities.

The key advantages of Call Tracking to improve ROI

1. Call tracking insights can help improve lead conversion

A smartly deployed call tracking strategy takes into account what customers are actually saying and what questions they may have.This can offer a golden trove of data. You can track when leads call, where they are calling from and if the call results in a sale. Call tracking links specific marketing strategies to unique phone numbers, tracks the results of those strategies and gives business owners near real-time feedback on what is working and what isn’t.

Essential targeting optimisation, fixes and strategic levers can be pulled to ensure is calls are delivered and closed more effectively.

2. Optimisation of your organic and paid marketing campaigns

Phone calls can actually show you how your paid search keywords are performing in terms of online and offline conversions. Call analytics also reveal the types of calls generated from your paid search efforts like which keywords drive customer service calls and which keywords convert into new business. With this information you know exactly how to optimise your bids to get the conversions most likely to turn into a sale.

3. Improves overall sales and marketing integration and performance

Call tracking can support sales leaders to gain deep insights into their customer behaviour and needs and make improvements to their phone calls. Various key indicators can be put in place, to measure and improve call quality such as the following:

• Average call time - Analysing the prophecy of calls. For instance, calls that are resolved in an efficient manner and time frame might provide direction for call training.
• Call volume by source - Analysing the number of incoming calls (phone numbers are assigned to the advertising channels), which shows additional call data and sessions on your website proving the successful landing pages that lead to visitors making a call.

4. Provides insights on your competitors and for customers targeting

Your inbound calls often reveal truths about competitor activity. Your prospects may often reference your competitors adverts, price comparison or product similarities or differences. With this knowledge it's easy to imagine how you could produce a highly targeted offering which removes your competitors' advantage whilst reinforcing your unique selling points.

Each phone call comes with vital information about your target customers such as gender, location. These insights allow you to improve your targeting to understand who are your most valued prospects and customers and reach niche audience groups that are most likely to convert.

Call tracking allows you to gauge the effectiveness of marketing and sales activity and helps better allocate resources across different advertising channels. This will inform the strategic direction of their outputs, to ensure a better ROI and potential to convert a sale.

Check out Zadama’s call tracking solution and their simple set up instructions. It can be used to track online, offline and overall call analytics, for free.