What is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
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Obviously everyone understands the basic concept about call tracking, but this isn’t about the basics. With the rise of the new generation of customers you need to understand the new generation of tools and technology that are available to you right now, to help improve your measurement, CRO, and most importantly help boost your Return on Investment.
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What is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
- 1. What is possible with Call Tracking? Ali White Head of Marketing and Sales Calltracks
- 2. So why should you care about calls? SOURCE: BIA / Kelsey Report, May 2012. Call-Based Ads: Eliminating the Unknown From Advertising @Calltracks www.calltracks.com 0203 199 5151 2
- 3. Who is this important to? 83% of online shoppers need support to complete a purchase online... 71% expect that support in 5 minutes or less… Telephone is the most popular source 61% http://econsultancy.com/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats Graham Charlton – 30th January 2013 @Calltracks www.calltracks.com 0203 199 5151 3
- 4. Growth of Mobile @Calltracks www.calltracks.com 0203 199 5151 4
- 5. Growth of Mobile “It’s clear from our findings that driving phone calls should still be a priority for businesses in every industry.” http://adwords.blogspot.co.uk/2013/09/new-research-shows-that-70-of-mobile.html @Calltracks www.calltracks.com 0203 199 5151 5
- 6. Not just about the direct call volumes • That being said on xAd's network specifically, a majority (52%) of search ads yield calls to local businesses following the initial click http://www.xad.com/wp-content/uploads/2012/02/xAd-Quarterly-Report_Q4-2011.pdf @Calltracks www.calltracks.com 0203 199 5151 6
- 7. In the good old days Sales Enquiries @Calltracks www.calltracks.com 0203 199 5151 7
- 8. Step 1: Call Tracking for Different Media 0203 1111 112 0203 1111 111 0203 1111 114 0203 1111 113 Most tracking numbers forward calls to your existing telephone number @Calltracks www.calltracks.com 0203 199 5151 8
- 9. Step 2: Call Tracking for Online Channels • This can be source based e.g. everything from Google • Can also be URL based e.g. retargeting, or keyword based • But don’t forget visits are made up of visitors, who may come to your site more than once, so you need to look at the whole journey @Calltracks www.calltracks.com 0203 199 5151 9
- 10. Step 3: Call Tracking to Visitor Level • Dynamic Tracking Numbers allow for Visitor Level Tracking 0203 1111 111 0203 1111 112 @Calltracks www.calltracks.com 0203 199 5151 10
- 11. Step 3: Call Tracking to Visitor Level • These allow you to track complete customer journeys from initial visit, the converted visit, and any subsequent visits 0203 1111 111 @Calltracks 0203 1111 111 www.calltracks.com 0203 1111 111 0203 199 5151 11
- 12. Step 3: Call Tracking to Visitor Level @Calltracks www.calltracks.com 0203 199 5151 12
- 13. Step 3: Call Tracking to Visitor Level • With the advances in analytics such as Google’s Universal, this also means you can track across multiple devices @Calltracks www.calltracks.com 0203 199 5151 13
- 14. Step 3: Call Tracking to Visitor Level Converted Visit Medium = Keyword = 1st Visit Medium = Keyword = @Calltracks www.calltracks.com cpc calltracks cpc call tracking uk 0203 199 5151 14
- 15. Step 3: Call Tracking to Visitor Level • If you remarket to customers who abandon purchase, you can make sure you don’t remarket to the ones who called up … • But if you are going to measure customer lifetime value, and really look at your multichannel marketing, you need to account for more... @Calltracks www.calltracks.com 0203 199 5151 15
- 16. Step 4: Call Tracking CRM integration • On initial call customer details logged in CRM system • All subsequent interactions and outcomes tied back to customer record 0203 1111 111 0203 1111 112 ££££ 0203 1111 113 @Calltracks www.calltracks.com 0203 199 5151 16
- 17. Step 4: Call Tracking CRM integration £ @Calltracks www.calltracks.com 0203 199 5151 17
- 18. Now you can forget about conversions Don’t optimise for conversions or even for revenue! Just optimise for profit! @Calltracks www.calltracks.com 0203 199 5151 18
- 19. Reverse Engineer • Use this information to just look at optimising your marketing channels, and to understand which of these channels drive your customers to purchase • Although there is more data it makes the process easier because you can now start at the end and work your way back…even just looking at customers not loaded to CRM • The real key is to Reverse engineer your sales … what causes people to purchase ‘x’ • In the example above December accounted for over 26% of PPC Spend for period • In the example above December accounted for over 50% of the profit generated! @Calltracks www.calltracks.com 0203 199 5151 19
- 20. This doesn’t just apply to marketing • Don’t forget to also conduct CRO! • By looking at the journey through your site, as well as the channels that drive the traffic you can find quick wins! A £ B • Give customers the options they want, not the ones we do @Calltracks www.calltracks.com 0203 199 5151 20
- 21. Know your number options @Calltracks www.calltracks.com 0203 199 5151 21
- 22. Don’t use in isolation - INTEGRATE @Calltracks www.calltracks.com 0203 199 5151 22
- 23. Integrate with your web analytics • Don’t forget with the new universal there is now the measurement protocol available @Calltracks www.calltracks.com 0203 199 5151 23
- 24. Integrate with other tools • Like if you want to know which contacts keep coming back to your website • Or if you want to run some tests accounting for all conversions including phone call @Calltracks www.calltracks.com 0203 199 5151 24
- 25. Key Points • Don’t discount telephone touch points whether you are lead gen or e-commerce • Call tracking may have been around a while, but the technology is advancing so make sure you take advantage • Make sure you are not optimising on flawed data – look at the whole customer journey, online and offline look how you can integrate your technology to maximise your potential • Look at options to integrate your technology • Track all the way through to sale and optimise for profit – because ‘conversions’ alone are useless • Don’t worry about data overload @Calltracks www.calltracks.com 0203 199 5151 25
Editor's Notes
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- Figures from Google from 2012 for USA, UK for 2013 is 32%“It’s clear from our findings that driving phone calls should still be a priority for businesses in every industry” - Google
- On your own date it might be the initial visit that converts, but what happens if it isn’t.If you are investing a lot in social as example and only looking at first click – will social get any mention?
- Same goes for heat mapping
- Obviously one of the biggest challenges for many companies is distinguishing between a good and a bad call. This doesn’t just mean the outcome and revenue, but what type of caller e.g. new vs returningAll to often I just hear people worrying about conversion of phone calls, then just work out a cost per lead by dividing the ad spend by calls – who said a phone call was necessarily a lead?Certainly great to hear call volumes going to be growing, but only if they are the calls we wantThe final point I’m talking about actual outcomes, not for example defining as a call longer than 1 minute as a sales call – because it might not be
- You may even find phone calls are more valuable than form fills and start changing your CRO strategy to focus on them instead.Also one question I get asked a lot is do I show “click to call” button or the number as a button, well simply test?Lets start giving the customers they want, not the options we want
- For example if you have a responsive site try mobile friendly numbers (03)
- For example integrate with GEO IP lookup and serve customers numbers that suit them – in the above example we are showing Irish Dynamic Numbers to Irish visitors.
- Any thoughts on presentation please let me know, I would really appreciate it