Stats packages like Google Analytics track the source of the visit when people arrive at a website, whether from another site, advertising, or search engines. We can tell.
If people then submit an enquiry by email, or website form, we always set up website lead tracking to help us understand which half of our marketing spend is working.
Knowing which keywords were used to generate enquiries is extremely valuable information.
Track phonecalls in the same way
Marketing is done, and the phone rings. Which activity was responsible?
You might ask callers how they found you, but in a world where a single word might change the cost per enquiry by 300%, or more, we could all do with being more specific.
We often meet customers who are worried about cutting advertising costs, because they don’t know which half of it is generating the phonecalls. It is a classic dilemma, and up until now, difficult to track.
Our simple, yet powerful solution for website call tracking allows you to track the source of the visits, complete with keywords, that produced phonecalls, and automatically have the results applied to the existing Google Analytics reports.
What’s the value of that?
Tracking what’s working helps you do better at what you are doing already, and helps you save money on the things that aren’t doing well. And tracking phonecalls from websites helps you save that money more quickly, or redeploy the funds, and aid quicker growth.
If half of the enquiries come in by phone (and we use that stat advisedly), then we can be twice as confident, twice as quickly, to make the following decisions;
- Spend more time/money because there is a clear return, and gain share OR,
- Turn certain keywords off
And of course, in most cases you’ll want to do BOTH.
AdInsight Delivery Partners
Conversationware Ltd are AdInsight delivery partners, providing implementation and integration of results into Google Analytic service.
How it works
This is a web based system, with a console that allows setup and tracking. A small snippet of code is generated for use wherever the phone number is listed on the website, which is pretty easy to implement with new content management systems like WordPress (although there are others).
This snippet allocates phone numbers from a pre-determined range especially for web visitors, and every concurrent visitor gets a different number. Should a call be made to any of the numbers, it follows that we then know the original source, and keyword against that enquiry, and it is recorded.
Crucially, is integrated into the Google Analytics as a goal – and imported to Adwords as a conversion.
These phone numbers can be Non-Geographic, 08xx or can match the existing dial code, 01908 for us.
This involves routing all the new inbound numbers to the existing number, but is seamless to callers. In fact there has never been a comment from any caller, as they don’t seem to notice, or care.
Numbers are allocated to the customer for their own use, for as long as they need them.
Track Print Response Too
Once an account is in place, then phone numbers can be issued to track the performance of Marketing, Print, Display or email advertising. Simple A-B testing can improve response rates hugely, or, just prove which advertising publication works best.
We can also track web visits, where people visit the website from print advertising, and the resulting phonecalls too.
Costs
This depends on the situation, perhaps drop us a note with the volumes of traffic and spend and we can give you a better idea.
This is not about tracking individuals
People rightly worry about being tracked, and for what reasons, so it’s important to know that all website stats are aimed at reducing the cost of advertising spend that isn’t working. This is not aimed at tracking individuals.
The better the picture developed of which terms, phrases and landing pages are contributing to new enquiries the less waste there is, and that should be good for everyone.
