When evaluating your website performance, it’s easy to get caught up in online metrics: visitors, online check-outs, paid search conversions, etc. Telephone conversions are equally as important and shouldn’t be overlooked.
If you’re a business that sells online, it might seem counter-intuitive. Many businesses prefer to drive transactions via their websites because it’s quicker and more cost effective. Nevertheless, with very few exceptions, you are also receiving phone calls from customers.
These calls can tell you a lot about your website. Here are some of the ways you can improve your website performance.
Understand which pages generate call traffic
You might have a very impressive website, and you might also have a strong online presence, covering all the mainstream social channels with lots of followers, but is it enough?
With call tracking on your website every single visitor is allocated a unique phone number. How does this help? It allows you to analyse the complete customer journey. You can see how they arrived at your site – whether they clicked on a paid search ad, found you via organic search or a referral – to what pages they visit when they’re on your site and what actions they take, such as making a phone call. This invaluable data provides you with detailed insight into your customers’ needs.
Here’s an example visitor journey from the Mediahawk website:
This visitor arrived to our site via a Google PPC ad. The search term they entered was ‘call tracking’, and this has been picked up by the &mh_keyword parameter in the destination url. The visitor landed on our home page, then navigated to the ‘Contact Us‘ page, then to a page within our ‘Features‘ section where they called us. They completed the call, then exited the site.
Being able to follow the entire customer journey and analyse how visitors engage with you using real data is essential to understanding what areas of your site are working, and where it can be improved.
Discover new opportunities
Listening to phone calls and digging deeper into the sources of your phone enquiries allows you to identify areas of your website that can be developed further. The data is a gold mine for discovering potential opportunities for your business: uncovering additional revenue streams from new products that customers may be looking for, predicting shifts in demand, or researching new target markets.
Ranking for the right keywords for your website is critical. The granular level of information Mediahawk delivers helps you focus your SEO efforts accurately by providing you with detailed insight into the keyword demand of your audience. Learn which keywords and phrases your potential customers are searching for, and produce more targeted ads.
Improve inbound leads by refining your marketing strategy
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Does this sound familiar? Integrating call tracking into your marketing strategy allows you to identify which marketing campaigns are generating more qualified leads and higher returns.
It’s easy to spend large amounts of money on various marketing campaigns thinking a scattergun approach is the best way of targeting a larger audience. This is rarely the case. By assigning a unique call tracking number to individual marketing campaigns, you are able to quantify your performance more accurately.
PPC call tracking needs to be an integral part of your page strategy. It helps you understand which keywords, messages, landing pages and campaigns are working for you. Detailed reporting enables you to pinpoint the ineffective areas of your advertising, allowing you to divert your budget to campaigns that produce higher response levels at a lower cost per response, improving your overall performance.
Closed loop reporting and reliable lead tracking improves online performance
Mediahawk integrates seamlessly with your analytics and CRM software to give you a 360 degree view of your marketing response. With better quality content, co-ordinated reporting, SEO call tracking and improved targeting, you’ll soon start to reap the results.