In this video we discuss the benefits of using call tracking with your online AND offline marketing campaigns. Kissmetrics has two call tracking integrations (Call Tracking Metrics and CallRail) which allow you to track phone call data of multiple phone numbers. Additionally, these integrations allow you to listen to the actual phone calls – making them great for review of customer service conversations and sales team improvement.
- How to Integrate Call Tracking Data with Your Analytics (with videos)
- Support Documentation for Call Tracking Metrics
- Support Documentation for CallRail
Interested in Tracking Phone Call Data Today?
Bryan: What if you can see and track your inbound phone traffic just like you do your web traffic? In today’s video we’re going to look at the possibilities and answer that question.
Bryan Harris: Website traffic is easy to track. Want to know the ROI on your paper clip campaign? Easy.
Want to know if your weekly email newsletter is converting readers into paid customers? No problem.
But what about phone calls? Tons of you still advertise your phone number on your website, and in magazines or on billboards. Even in your Google AdWords ads you have your phone number. But how are you tracking how those phone numbers convert?
Here’s your typical scenario: My wife calls me and says “hey Bryan, the air conditioner broke.” The very first thing I do is go to Google, and Google air conditioner repair. Then, I look for the first one with a phone number and I call him, book the appointment, and the air conditioner is fixed. My problem is taken care of, but what about the air conditioner company? How do they know where I came from?
After all I called them off a Google ad. I didn’t click on the Google ad so they don’t know where I came from, they don’t know that the one dollar they spent to show me that ad converted into a sale at all? As far as they know, I just dropped out of thin air. Now, there is a way to fix that, now there’s a way to track every single one of your inbound phone calls and know exactly where they came from.
By doing this you can optimize your weak spot and focus on, and accentuate your strong points. Kissmetrics has partnered with Call Tracking Metrics and Call Rail to bring you this feature. Do you want to know if it is best to have your phone number in the header or the footer, or the left side of the page or the right side of the page? Now you can easily AB split test that with this feature. Do you want to know what the ROI is on your billboard campaign? Do you want to know if you are actually making any money? Are you driving any real sales from that billboard?
Now you can know for sure. In Kissmetrics call tracking integration you have the ability to set up a unique phone number for each individual campaign. You would have a different number in the banner of your website as opposed to the billboard in your roadside campaign. This allows you to compare the two.
You can see whether you are driving more calls and more final sales off the website banner phone number or off the billboard phone. You could also measure customer loyalty because we track the lifetime value of each individual. You have access to all types of data. You can see how many times a person has called, how many times they have purchased. What’s really cool is you can mesh up a person’s call history, their phone call history with their website traffic history to give you a complete view of their interaction with you from first encounter to final purchase.
Here is what that report looks like. Here you have a customer that landed on the home page, then browsed to the benefit page and into the contact page a few times and ultimately ended up calling. Then after the call he browsed to the home page and then progressed through the site further. One last thing, what’s really cool about this technology is it gives you the ability to record every inbound phone conversation.
This allows you to go back with your customer service reps and look at their performance, listen to their phone calls and see where you can optimize and improve. Now the most important thing is to always remember more data isn’t necessarily better. The only time data helps is when you make it actionable and you improve your customers’ experience with your company and you use it to grow your business.
I want you to do something for me. I want you to leave a comment below if you ever used phone call tracking and I want you to tell us what was the major insight that it gave you. Were you spending a ton of money on billboards? And once you instituted a call tracking did you realize “man, the ROI just isn’t there.” I am not making any money back! Tell us specifically what you learned from it so we can all learn and grow together.
There’s a couple of resources included on this page, there’s two videos below that show exactly how to set this up in your Kissmetrics account and there’s two articles linked as well that will help you get through the basics of that. So that’s it for this week. Until next time. Happy analyticking.