Value of Call Tracking
Though online forms are both helpful and beneficial, not every online conversion happens through one. There are some industries that tend to get more calls than lead form submissions, and call tracking allows us to track performance to accurately measure our ROI value outside of online forms.
Call tracking will give you a better understanding of what types of leads are driving a positive ROI and provide you with information on what channels are producing the most call volume.
We can track phone calls from all sources such as:
- Paid Search
- Social Media
- Traditional Offline
If you have a tracking number already, we can use it to track calls through MarketingCloudFX.
How Does it Work?
We’ll start by implementing our MarketingCloudFX code on your website. From there, anytime a user enters your site through a specific channel, the phone numbers throughout your website will change. These are called vanity phone numbers, and they’re numbers that we specify for the specific channel users find your site.
Once the user calls that vanity phone number, they will then be directed to your main phone number to speak with your customer service representative. The main purpose of the vanity number is to capture the channel and personal data from the user. This allows us to better optimize our marketing efforts by seeing what channels are leading to more phone calls.
After we reach our call tracking max, the vanity phone number will not show up for the remainder of the month, and your main phone number will populate on your website.
If users write the vanity number down or save it in their phone, even after the tracking limit was reached, it will still send the user to your main number and track the channel where the user found the phone number from.
MarketingCloudFX Call Tracking Features
Our call tracking software has many features to help you grow your call volume. In order to improve the customer service experience, we’ll track missed calls to see when they happen most often.
Similarly to our lead tracking software, call tracking also provides a call score to show you how valuable the calls are.
Call recording and transcribing is a fantastic feature that we provide with our call tracking platform as well.
If call recording is enabled, we can review customer calls to see what users are inquiring most about. This gives us the ability to then optimize our purchasing funnel and provide the user with the information they are looking for before they even pick up the phone.
Having the ability to review call recordings is priceless information. You can even use our recording for training purposes in addition to finding ways to improve customer service.
The MarketingCloudFX Difference
MarketingCloudFX provides an array of marketing automation tools for your digital marketing efforts. Check out our pricing options.