Analytics platforms, like HubSpot, and call tracking technologies complement each other well. Between the two, you can capture complete online and offline conversion information, including source, basic demographics and quality.
However, call tracking is often an underutilized asset.
Google states that 20 percent of those in the first moment of truth—or the purchase-decision point of the sales process—will talk with a customer service representative on the phone. The likelihood of a call increases if someone is using a smartphone. According to a different Google report, “when people use mobile search to help make a decision, they are 39 percent more likely to call a business.”
Despite this, according the 2013 Marketing Score Assessment, 53 percent of marketers don’t use call tracking.
Tracking and reporting phone conversions enables marketers and advertisers to:
- Complete the lead conversion picture.
- Accurately attribute offline conversions to specific campaigns.
- Evolve strategies based on comprehensive and quantifiable data.
The benefits of call tracking are pretty clear, but part of the hesitation to implement offline conversion tracking comes with the doubt that the expense of call tracking will be recouped.
How Do You Know YOUR Leads are Calling?
If you display a phone number, there is a chance that someone may call. However, an occasional call doesn’t necessarily warrant an investment in call tracking.
The total volume of phone leads you receive is likely contingent on a number of factors, including your industry, product or service, and marketing or advertising campaigns, among others.
Unfortunately, without testing, you can’t know for sure. That being said, below are several situations where audiences may be more inclined to pick up the phone and call rather than complete a form.
1) Product Complexity or Variety
The more features you offer someone, or the more products they have to choose from, the more challenging it is for website copy, images and/or videos to explain everything.
To overcome confusion, prospective customers tend to prefer to speak with someone and talk through their options. These leads are interested in whether your product or service:
- Satisfies their specific needs.
- Is the best option available for the price.
- Doesn’t have too many unnecessary features.
2) Large Price Tags
Along the same lines as complexity, price also generates a need for affirmation. Shoppers want to ensure they get the greatest value for their money before making purchase commitments.
In these situations, they are more inclined to call and speak with a sales rep who will take the time to understand their needs, explain options and answer questions.
3) Device Preference
As mentioned earlier, those audiences using mobile devices are more inclined to call than they would be otherwise—and this is a growing audience.
According to Nielsen, U.S. smartphone ownership has topped 60 percent, and mobile devices are starting to replace desktops and laptops for search. According to Google, 77 percent of mobile searches are in a location (work or home) likely to have a PC available to them.
Whether you intend to or not, mobile devices must be accounted for in campaign strategies as well as the preferred form of conversion for these audiences.
Generally speaking, companies that offer products that can be purchased online via an ecommerce shopping cart don’t need call tracking. This is mainly because the complete transaction happens online without needing to interact with a person.
But, does your shopping cart have a high abandonment rate?
If so, and a phone number is available, individuals may be calling out of frustration and you might not even realize it. Call tracking enables you to view the last webpage someone was on before picking up the phone, which gives you insight into where someone quit the checkout process.
Additionally, call tracking features, such as interactive voice response (IVR) and call recording, can help you determine why someone quit and if a sale still took place without losing lead source reporting capabilities.
The Bottom Line
There are dozens of factors that play into how prospects choose to convert. Ultimately, the only way to know whether you need call tracking is to test it. Consider introducing call tracking into a campaign for a month, and after reviewing the results, you can decide if call tracking would be beneficial for your company.
Call tracking combined with a system like HubSpot affords marketers and advertisers greater insight into the effectiveness of their campaigns. Test, measure, analyze and evolve activities based on complete and quantifiable lead conversion data to give your campaigns the greatest opportunity to drive significant growth and return on investment.