Making the Case for Website Call Tracking
Website call tracking isn’t sexy. It doesn’t actively push traffic to your site or encourage visitors to convert. At first glance, it can be hard to understand how call tracking even works – making it even more difficult to justify as part of your marketing plan. But make no mistake about it: if you’re not tracking calls from your website, your digital marketing strategy is incomplete.
Without website call tracking set up, you’re missing out on marketing analytics for a key portion of your audience: direct callers. People that visit your website and decide to dial your phone number instead of filling out a contact form or emailing you are often considered valuable leads. So, why wouldn’t you want to know as much as you can about them?
Why Do I Need Website Call Tracking?
The single most important reason you need to install call tracking on your website? It will make your data better.
Disciplined reporting and data analysis is perhaps one of the most important parts of a digital marketing strategy, and website call tracking tools provide a wealth of insights that you can use to your advantage. You’re able to determine what’s working (or not working), which can help you find the best marketing plan of action.
To prove the value of your marketing efforts – and to decide where your efforts are needed most – we first need to accurately measure their impact. If your website lists a phone number and you aren’t tracking its calls, you’re looking at a gaping hole in your reporting. Luckily, there’s a relatively easy fix.
Make the Most of Your Data
There are a lot of reasons why someone would pick up the phone and call your company. Unfortunately, a lot of those reasons are not that they’re interested in buying your product/service.
One of the most common questions of pushback regarding website call tracking is: How do we know that this call was even a lead? The short answer is that sometimes, you don’t. But there are several things you can do to make sure your website call tracking reporting is as accurate as possible.
- Add a sales number. If your website doesn’t have one already (and a sales number is applicable to your product/service), this should be your first move. A general listed phone number acts as a catch-all; leads might call this number, but it’s also likely you’ll get existing customers, employees and general company inquiries. A sales number represents clear intent – for both you and your website visitors.
- Enable call recording, if available. While not necessarily for listening in on every call your company receives, call recording can provide a gut-check on whether or not your listed phone number is accomplishing your goals. Are callers interested in buying your product/service? Are most calls service-related? Are your employees responding to customer inquiries accurately? Keeping an eye on user intent and employee response can help keep your strategy on track. (Note: Make sure to add a recording disclaimer, especially if your state requires one by law.)
- Talk to the people who are answering the phone. If you’re not answering these calls yourself, check in with those who are. Ask how often they receive calls from leads and double check that those leads are showing up in your call tracking data.
- Analyze your data consistently. Have the calls you’re counting as leads been confirmed? Double check your data and don’t be afraid to consult with your client and/or sales team if anything looks funky.
Implementing CallRail Website Call Tracking
There are several call tracking options available online — CallRail being at the top of the list. CallRail’s online support provides thorough instructions for setup and integration with Google Analytics — something that is crucial when looking to track and measure performance.
CallRail allows for two different types of call tracking: source-level tracking and keyword-level tracking.
- Source-level tracking will tell you how your callers found you online, whether through a Google search, by clicking on one of your ads, typing in your website directly, on a referring website or through social media. Source-level allows tracking for phone numbers on offline sources too, like printed ads or billboards.
- Keyword-level tracking enables you to link callers to their actions on your site at a micro-level. This means that you can see which keywords users are likely to search before they call you. This can help you step up your keyword targeting and SEO tactics, which will ultimately help your website perform better.
While it’s easy to get lost in the bells and whistles of CallRail’s features, it’s important to remember the singular reason why your website needs this tool: to close a tracking hole. You’re spending time and money to optimize your digital presence, so you absolutely need to account for the phone leads that these efforts are converting.
Website call tracking is a key tool in proving the value of your marketing efforts and in helping you shape the next moves of your digital marketing strategy. Remember: accurate and justifiable reporting is crucial!
Still have questions? We love talking digital marketing strategy. Give us a shout and let’s talk tracking.
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