The Importance of Call Tracking

What is call tracking, and why should you care?

You’ve probably heard that call tracking is important for your business, but why is this the case?

Online marketing campaigns typically drive traffic through multiple channels, such as paid search, email marketing, and social media. These channels work together to drive people to your website, where they can take any number of actions.

As a business owner, you want these people to eventually become your customers. However, when they reach your website, this probably won’t happen right away. Instead, they might show their interest or try to do more research before determining if your business best addresses their needs. Only then will they hand over their hard earned cash.

To understand and improve your marketing efforts, you need to be able to clearly visualize what is working for you and what isn’t. You need to know what activities are causing people to show more interest in what you have to offer, as well as understand their behaviours and how your internet presence can influence these behaviours.

One way of capturing marketing data is by tracking content form submissions. Almost all websites with contact forms will automatically track them. So why don’t we do the same for calls?

Despite the fact that we are living in an increasingly digital area, people are still calling businesses, especially when they’re interested. In fact, the number of calls to businesses is only increasing as smartphone capabilities improve. Phones now, making it easier to call a business than ever before. As well, according to digital marketing expert Neil Patel, calls convert 10 to 15 times more often than web leads.

If you don’t track calls, you are losing valuable data. Calls are far more important than you think.

How Does It Work?

Call tracking provides you with data that shows which marketing efforts are driving calls to your business. In fact, if you don’t track calls, you might not be tracking up to 80% of your conversions. Without accurate conversion data, you can’t appropriately allocate resources towards your most effective marketing efforts. You’re basically throwing money at all sorts of channels, with no idea of which ones are giving you the best ROI. You won’t have any idea which pages, tactics, and campaigns are effective and ineffective, as you will only be seeing part of the picture.

Check out this handy infographic we made to visualize how this works:

 

To track calls from different sources, digital marketers use something called dynamic number insertion. What this means is that your leads will see a different phone number to call, based on the channel and geographic location they are on. All of these numbers will lead back to your actual number, so the visitors will contact you directly. However, the usefulness of this is that you will receive data about the referring URL, search keywords, landing pages, and ads the caller came through. As well, the tracking code will remember the original channel for each visitor, so they will see the same tracking number each time they visit your site.

When Is It Useful?

Unlike traditional marketing, online marketing has the ability to clearly demonstrate which activities are yielding specific results. When you have this information, you can then make adjustments as needed and optimize your activities.

Imagine you’re working on an email campaign for your business which redirects visitors to a unique landing page. There might be a form on there for visitors to fill out, but there might also be a phone number at the top. If you only track the form submissions, you’re completely missing data about the email campaign. You won’t know how many people called your business because of that specific email. Call tracking will give you that data so you can see how successful the campaign is, and learn and make improvements for the next email campaign you do.

Call tracking can track calls from a wide variety of platforms. If someone calls your business from directly accessing your website, an ad campaign, Google My Business, or even from Yelp, you will know and be able to see exact data. This data will then allow you to better understand your consumers, drive conversions, and help your business flourish.

Guide To Creating Landing Pages That Convert – Part 1

I would compare creating great landing pages to fishing. While there are no exact formulas to making the perfect landing page or catching fish, if you can fish in the right lake with the right hook and methods – you’ll catch a lot of fish.  The same goes for creating landing pages that convert. With the proper awareness of your target audience and the use of the right tools and tactics, your landing page can increase conversions and sales.

I will be breaking up this guide into 6 blog posts, with each post containing 2 steps.

The steps are:

  1. Identify Your Target Market/Audience Like Your Life Depended On It
  2. State Your Goals
  3. Build Your Landing Page
  4. Maintain Scent
  5. Establish Trust
  6. Write Compelling & Persuasive Copy
  7. Write Your Actionable CTA
  8. Make capturing customer data simple (Form Optimization)
  9. Carefully Pick Your Images/Videos
  10. Create a Sense of Urgency
  11. Build Your Post Conversion Page
  12. Start Testing

Why You Should Create & Use Landing Pages

Your answer should always be: increase your conversion rates, capture targeted leads while increasing sales.

Landing pages are targeted towards one single objective and are intended to complement the purpose of the advertisement your visitors clicked to reach your page.

Sending Traffic To Your Landing Page Vs. Homepage

Take into consideration what occurs if you happen to send traffic to your homepage.

The majority of homepages are created with a common objective in mind – to display your overall brand and convey your company values.

Because homepages have navigation and are almost always full of links they tend to lead visitors to other areas of your website.

Every distraction you create for your users reduces your overall conversion rate.

If you want to improve your conversion rate, make sure that your customers have only one thing to complete.

Step 2 – Identify Your Target Market/Audience Like Your Life Depended On It

buyer-persona

If you intend to maximize conversion rates, it’s important to determine who exactly your prospective buyers are, what they desire, what is important to them and also what the pain points are that cause resistance for them when it comes to purchasing the product.

Why Recognizing Your Target Audience Plays a Huge Role In Your Business

Creating buyer personas is a critical task for  your business and marketing department. Without buyer personas, you might as well be saying “everyone & everybody” is in my target audience. – You’ll be wasting and losing money in no time.

Questions You’ll Need to Ask When You’re Developing Your Personas

  1. Basic demographic information.
  2. What is their job and level of seniority?
  3. What are their pain points?
  4. What do they value most?
  5. What are their goals?
  6. Where do they get their information?
  7. What experiences are they looking for when they are shopping for your products and services?
  8. What are their main concerns and causes of resistance?

Once you develop an in-depth buyer persona you’ll be able to get more information like:

Who the buyer is  – where they get their information, how old they are, what they do for work, which sites they visit, what magazines or blogs they read, and so on.

What they don’t care about – you can remove these distractions from your landing page to further improve your conversion rates.

How your product or services can impact your buyers’ lives and make it better – do you fulfill the buyer’s expectations, do you satisfy their wants etc.

You might have a hard time when you sit to create these buyer personas, but once you get rolling, you’ll stumble upon even more questions that effectively develop the understanding of your target market.

Caution! Do not make up these answers… it takes time, effort and solid research.

A Few Tips For Your Survey

Talk To Your Customers – To find out what people really think, just ask them.

Conduct Surveys – The best thing you can do is to learn how and why your customers buy. You really want to get in the head of your buyers with the survey questions you come up with.

conduct-surveys

The more questions you have, the fewer responders you’ll get.

Your number one concern here needs to be brevity, or in finding the best approach to ask a question without lessening its intent.

Ask Questions That Tie In With Your End Goal

Each and every question that you choose to ask must give a clear strong purpose as to why it was included. It’s imperative to ask smart, open-ended questions.

Open-ended questions gather unique opinions. They generally begin with how, why, or “What do you feel about …” They require more time to tackle when compared with closed questions.

Avoid Multiple Choice Questions

You want to allow the buyers to have the ability to express themselves without restrictions. Make it easy for prospective customers to write down their genuine suggestions on the survey.

Recommended Readings:

Guaranteed Success: How to Find Your Target Market So Content Sticks

Step 2 – State Your Goals

First and foremost you must define your business objective(s). Goals determine where you intend to go and tell you when you get there. They help increase your overall efficiency as a company.

state-your-business-objective

Second, state your landing page goal. Are you trying to gather leads, sell a product or ask people to download an EBook?

These different goals all require unique content. For instance, if you’re to sell a product, it would be ideal to add a video of the product or high quality images that illustrate the use of the product.

Other goals can be:

–       Increase click-through rates

–       Convert a marketing lead into a qualified sale

–       Improve sales copy

–       Add better product images

–       Improve value-proposition and so on…

There are two different types of landing pages that you can choose from when you have defined your landing page goals; Lead-Gen, and Click-through landing page.

Lead generation landing pages are used so that we can capture data (email addresses, phone numbers, etc.). These typically offer an incentive in exchange for visitor information. The primary purpose of lead gen landing pages is to use the information provided by the visitor to market to at a later date.

Some uses for a lead generating page are:

–       EBooks

–       Webinar registration

–       Software free trial

–       Event registration

–       Contest registration

Click-through landing pages have the objective/goal of warming up a user before they click through to another page (typically an e-commerce funnel). They define a product in detail in order to prepare a visitor that is close to making a purchasing decision.

Far too often, customers are taken directly to a catalogue page or checkout page from an ad, which have been known to produce low conversion rates. The use of a click-through page will allow the scent trail to carry on from the ad that brought the customer onto your page.

Recommended Readings:

Give Your Advertising ROI a Serious Boost by Maintaining Scent

To help you construct your click-through landing page here is an example:

click-through-landing-page-example

*source Unbounce.com

Conclusion


Making the effort to develop buyer personas, and understanding your target audience is extremely valuable to growing your business. In the end, it’s about learning and making it your goal to know your business inside & out.