As a marketer, I have suggested call-tracking software to help clients get their desired leads. Today, we will discuss why you should stop using call-tracking software for your website and business.
First, let's explain what call-tracking software does. You have your primary phone number for your business to drive people to call you. Most call-tracking software will change the number on your website or in your ads to understand clearly where that call came from. You could have a different number on your Google Ads. If someone comes to your website organically, they will see a different number on your website than if they came directly.
All of this information is very useful for a marketer in it provides clearly defined goal completions for their metrics. Meaning if someone called in and spent 90 seconds on a call, Google Analytics can count this as a Goal Completion. The problem comes from the type of call that was 90 seconds and why we want to stop using call-tracking software.
What if someone called in to check and see when a service provider was coming to their home or was having an issue with a product? This can typically take more than 90 seconds. Now you can drill down and perhaps determine that a call in the range of over 270 seconds is best for a sales call but your still guessing. To combat this you'll need to pay more for the call-tracking software to record the calls, have ai look for distinct keywords being used, and then those calls can be determined as proper sales calls.
If you have the stomach for it and the wallet, you should go this route. It will be the best way to determine quality leads coming from online sources which will make platforms like Facebook and Google work that much better for you. There is the little issue about the different numbers though.
As we discussed earlier different numbers are used to track all this so your company that had one number to call you now has 20. That could get very confusing for the customer, especially if you drop the call-tracking software and the new customer has a number that isn't any good.
So, what do we do if we stop using call-tracking software? Understand that goal completion metrics and how many calls came from Facebook are out the window first of all. The second thing is to record your internal phone calls. The calls from your very own phone system. Then, pay someone in your company or the marketers you work with to spend the time analyzing the calls. Perhaps get a system in place where your intake team messages your marketing team when they have a sales call. A direct message as soon as the call is done to keep up with demand. This is very taxing but will help shape improvements.
The marketers can listen to the specific sales calls and get insight into the potential client's pain points and perhaps what drew them in. They can use that information to see what levers to pull for your marketing and how to best speak to potential clients in the future. Your data won't be as strong moving in this direction but in the end you should end up with better clients who aren't confused about phone number to call.
Hope you found this helpful information on why you should stop using call-tracking software. If you have any questions feel free to call or text and I'll be happy to help.
Commentaires