How Call Tracking Can Empower Your Inbound Sales: Best Practices
“How do my sales managers really work? How can I understand the effectiveness of my advertising channels?” These questions are probably on the mind of every commercial or marketing director.
Okay, we get it. But if you want to kill two birds with one stone, then you can strengthen the quality of your sales department and distribute your marketing budget in favor of the most profitable advertising channels.
If that sounds good to you, then we’ve got the perfect magical "stone" for you: call tracking.
What is call tracking?
Call tracking is an intelligent solution that helps determine the efficiency of advertising channels. It includes cloud PBX, a callback widget and call queue.
Call tracking is a web-analytics wizard, who knows all the details about calls made to your company. Thanks to this service, you can see the phone numbers of your callers. It also helps you find out which advertising channels generate more orders, as well as how many calls your company misses. In addition, call tracking records your sales manager’s conversations and creates convenient online reporting system.
How does it work?
1. Call tracking works via a special webpage code (script) which shows site visitors different phone numbers to call, depending on how they came to the site or other user attributes.
2. When a visitor dials this number, the conversation is forwarded directly to the sales department.
3. It keeps a call log complete with all statistics (data about advertising source, campaign or even the specific keyword that brought customers to the website). Call information is also added as an event in Google Universal Analytics.
4. You can optionally connect the call tracking service with your CRM system and have all the relevant information sent there as well.
How E-Commerce business can get more profits using call tracking
Here are some of the best practices different companies have employed using the call tracking service Ringostat.
Decreasing advertising costs
The online store Lets.kz used PPC advertising campaigns. After activating call tracking, they learned call generating channels and keywords and decided to change the general requests in their advertising campaign to low-frequency ones. For instance, they added the names of specific fitness tracker models to target customers who may be interested in particular products. Advertising with low-frequency requests in Google saved them money, while generating a more targeted audience than general ones. This way, Lets.kz were able to cut their Google Adwords costs three-fold.
Increasing the targeted calls from customers
Imagine a typical situation: An online store is at the top of competitive results in a Google search. Every day it gets 300-400 visitors, but the company receives only 1-2 calls. How do you convert these website visitors into customers?
That’s the challenge plastic-window manufacturer Perfect faced.
They used call tracking with a callback widget. It’s an automated service that helps website visitors connect to a company without any barriers. The widget interacts with visitors in two steps:
- A visitor clicks on the Callback button and enters the phone number;
- The widget identifies the interested visitor and offers a free callback in 30 seconds.
The callback widget is the perfect solution for clients who are annoyed by long wait times for a response or are not prepared to spend money on the call. It’s like a good sales consultant who offers to help when the customer is hesitant. Website visitors make only one click and get the answers to their questions about the product or service. Using the callback widget Perfect boosted the number of targeted calls by 48%.
The above report shows how many website visitors the company had and how many of them requested a call back. On the animation below you can see the call dynamics and advertising channels which brought visitors to the website.
Reducing the costs of customer attraction
Having analyzed their call statistics, Monolith Union determined the time of pointless and untargeted clicks from PPC, and decided to turn off ad impressions at that time.
Additionally, the company analyzed the report on the call distribution depending on day of the week and time of day, to find out when customers called most often.
The results revealed that Thursday was their busiest day.
On the other hand, Tuesdays had the lowest call center volume. As a result, Monolith Union understood they shouldn’t give additional tasks to sales managers on Thursdays. Conversely, they found it worthwhile to increase the number of advertising impressions and get more calls on Tuesdays.
Thereby, Monolith Union optimized their advertising campaigns and reduced customer attraction costs by 25%.
Decreasing missed calls
Let’s get back to the experience of the plastic-window manufacturer Perfect. Ringostat’s call log revealed data about missed calls and the reasons for them. It helped monitor the sales department and they were able to see the number of unanswered calls.
Moreover, they customized the SMS and email notifications for missed calls. Eventually, Perfect decreased the number of missed calls from 65% to 25%.
Improving the quality of customer support
Every company wants to make customer service better. Consider the example of Digis.kz, a company selling audio and video equipment. According to them, the efficient control of managers is one of the most important benefits of call tracking activation. Why? Because сall recording empowered the company to listen to all agent’s call conversations. Using this feature, Digis.kz could evaluate the competency of call managers and improve the functions of the sales department.
Furthermore, call recording can be useful for more than just the top company management. Listening to previous conversations is also beneficial for new employees. They’ll learn how to communicate with customers to increase sales and which tactics they can use to close the deal.
Building high-quality and omnichannel analytics
Online store Kabinka.kz tried to analyze purchases through Google Analytics, as it was the only web analytics service they’d used. However, the analyzed data wasn’t enough to build the high-quality analytics they wanted. Kabinka.kz couldn’t fully track phone calls and didn’t understand where their customers were coming from. Managers were assigned to manually add the information about a caller.
Unfortunately this was unsuccessful, because employees had to focus on sales, rather than analytics.
The more channels the company uses, the more detailed the analysis of key indicators should be. That’s why Kabinka.kz was interested in the collection of all received data in one place and in building omnichannel analytics. The integration of their CRM-system and Ringostat call tracking became the perfect opportunity to make that happen. As a result, the company was able to gather all and analyze all the data from the CRM-system, advertising platforms, and their website.
Now kabinka.kz has access to a full range of data, such as a cost of lead attraction, geographical location of callers, and lead generating channels.
As you can see from the above examples, properly using modern web-analytics tools such as a call tracking service gives you the opportunity to sleep well and execute many key tasks. It allows you to:
- clarify the efficiency of different advertising channels and distribute the marketing budget accordingly
- listen to all call conversations and improve the quality of customer support
- build an omnichannel analytics system.
Find out more how call tracking can work in your company today on the Ringostat official website.
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