Introduction to Call Tracking | Pay Per Call

In this world of digital marketing which is driven by analytics, a newly found strategy is ringing the right bells for all businesses and promoters: Inbound Call Tracking. Web analytics and cookies can track a visitor throughout their course of action, right from visiting your website, navigating to the call-to-action, and the final purchase point. We can talk about online analytics in detail, but we often find ourselves struggling for words when it comes to call tracking. This approach is relatively new to the world, and its potential is yet to be explored by marketers and promoters. Here are a few questions that might help explain what call tracking is and what it’s used for

What is an Inbound Call?

When you call a customer and promote your services, it’s called an outbound call. When a visitor visits your website and decides to call you to know more about your service, it’s called an inbound call. Both outbound and inbound calls are important for your business, and we’ll talk about it in a little bit.

The purpose of an inbound call can range from a general inquiry to an actual lead conversion, i.e. when the visitor actually purchases your product or service. Remember, a customer’s call is invaluable for your business, no matter the motivation. After all, business growth is directly proportional to lead conversions.

I already have plenty of campaigner doing outbound calls for me, why should I opt for inbound calls?

Here we will discuss the difference between an outbound and an inbound call in detail.

With outbound calls, you are the one who is calling a customer. Most of the times, the customer is either not willing, or too busy to answer your call. In either case, you will get an “I am busy” or “I am not interested at this moment” kind of reply. That doesn’t sound like a promising lead, does it?

Even if the customer has filled out an online call and they are expecting your call, you might still catch them in the wrong moment.

On the other hand, at the end of your marketing campaign, if you drive a customer to call you, the ball is in your court. Now it’s up to you to take charge and convert! The lead has called you voluntarily. That does sound like a good opportunity.

How will inbound calls affect my bottom line?

Any marketing and promotional expert will agree that a call lead yields higher conversion rates as compared to a web lead. Any potential client who calls you voluntarily to ask about your services is a thousand times better than a person who simply clicks on the screen behind a laptop.

Calls are an offline activity, how will I know which marketing campaign fetched me the call I received?

Now is the time to address the elephant in the room! We agree that you get 100% visibility on your visitor’s time spent on your website and form-filling activities. However, you can’t ignore the fact that many users still like to have a proper human interaction more than the sitting-behind-the-screen kind of communication.

And this is why you need call tracking. Call Tracking makes it possible for you to identify the source of your inbound calls. When a visitor goes offline to call you on the number you’ve provided, the call tracking analytics will provide you with all the details related to the origin of the call down to the campaign level. You will also get to know which keyword was used by the visitor to reach your website. So, in a nutshell, you will get access to the complete picture, all thanks to call tracking!

Call tracking will help you track your inbound calls and tell you which marketing campaign fetched you the highest number of calls, so you will be able to build a better budget strategy for your ongoing and coming marketing efforts. Call tracking will also help you in bidding on better keywords and invest in sources that result in the highest number of calls.

For more information about how CallerReady’s call tracking software can help you grow your business, please visit our call tracking page