Call tracking is a great method for building client relationships
. The tool is especially useful for those who expect people to use their phones when accessing their websites. A call-tracking program will track every phone call that someone makes to a company, charting their progress through the call and finding out if the conversation leads to a sale. It can collect additional information if the user makes the phone call from a “click to call” button.
For those who do most of their business by phone, it is imperative that people keep track of how calls are handled on a per-call basis as well as keeping track of broad analytical data. When a potential customer is on the phone, a salesperson must be completely versed in what will work for that particular client. By tracking how deeply into the conversation a possible client will go before deciding to make a purchase or not, agents can correlate the information with their sales technique, allowing them to see whether certain points during a conversation – such as the explanation of certain services being offered – are particularly useful for making a sale. A proper call-tracking system tells salespeople exactly how their sales pitch is working, along with who it is affecting, and the key points that lead to a sale, a call back or a hang up.
There are generally two different kinds of call tracking systems, according to Jamie Smith at Search Engine Watch. One system is session-based. Under this method, each caller receives a unique phone number which allows him or her to be tracked for the rest of his or her time on the phone with a salesperson or calling back using the same number. Even if someone isn’t using his or her smartphone, they can still receive a generated number if the right advertising software is integrated into the website.
Under the rules-based method, each campaign is tied to a phone call so individuals cannot be tracked as easily. However, when the issue at hand is which campaign is generating the best results, it can help to have each advertisement that a user clicks on link to a unique number. This tells the brand how much revenue each banner brings in.
Both forms allow advertisers to find out the right keywords that are generating phone calls.