Foreword
When it comes to your digital strategy, capturing leads is a key element in the success of your company’s growth. For many eCommerce businesses, sales calls have a huge part to play but more often than not there’s a struggle to monitor and capture these essential leads. By understanding which of your marketing activities are driving sales calls, you can optimise your campaigns and in return, boost revenue through utilising call tracking.
We caught up with our partner Infinity to get some key insights into exactly how to utilise call tracking and how you can be turning conversations into conversions.
Call tracking is the first step to gaining clarity from conversations. It’s crucial for analysing your customer phone calls helping to generate revenue and reduce costs.
Call tracking connects online customer journeys with offline calls using tracking numbers across all collateral, including your website, landing pages, emails, brochures to identify which are contributing to your business goals.
With Infinity call tracking, individual visitors to your website are given a unique phone number to call. When they call that number, their user data is recorded and Infinity links the call to the visitor’s digital activity. This provides a full view of the customer’s journey, so you can see what the customer has been browsing, which products they may be interested in and which marketing campaigns, keywords and channels drove their call.
Through the Facebook Ads integration, you are able to identify when a customer has called after engaging with paid social activity on both Facebook and Instagram, giving you a much more detailed view of how your social campaigns are performing.
There are a number of ways in which utilising call tracking can help to support and enhance your SEO. Call tracking helps with landing page optimisation, as well as helping you to optimise the highest converting landing pages on your website. By understanding which pages customers are landing on and following on with a phone call, you can determine which pages require the most optimisation and therefore generate further conversions.
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When it comes to call tracking, it’s not about the number of phone calls but the insight you get from each individual call. The value of each call comes from the insights it provides you with. By connecting the customer journey with the call, the call tracking shows you which marketing activities are making the most impact, providing you with key information on where you should be investing your budget and resources for the very best results.
Call tracking is a crucial solution for navigating your blind spots within the business. Each time a customer goes offline and makes a call, you lose sight of their unique customer journey resulting in less information to make key decisions on. By implementing call tracking, you are eliminating that blind spot and gaining the insights you need to evolve your business and grow to the next level.
If you’re interested in finding out more about call tracking and how it could work for your eCommerce business, get in touch with us today to speak to one of the team about how Ayko and Infinity can help.
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