Inbound calls generate on average between 5 – 10 times the revenue of web form submits¹. This statistic alone should indicate why it is essential to track your calls. Marketing channels that generate calls are simply more valuable, so you need to be able to identify them. While call tracking is useful for almost every type of business, there are certain businesses were not implementing is a critical mistake. These are predominantly businesses which rely heavily on calls and have customers that demand the personalized attention it provides. They also often operate in highly competitive industries.
Read on to find out if your business is in an industry were call tracking is not nice to have, but an essential tool for success.
1) Home Improvement Services
When your roof starts to leak or hot water stops running then you don’t want to wait to get help. You pick up your phone and look for your local roofer or plumber and give them a call. You can’t take the chance of an email disappearing into the ether of someone’s inbox. You have a specific problem where you want to explain your situation.
Even for less urgent home improvement services like renovating your kitchen or repainting the bedroom, will typically involve a phone call. Home improvement services are tailored services where the customer will have questions they want to talk through with the expert.
Call tracking is doubly important for businesses in the home improvement service sector because it is often Google Ads which deliver those calls. Without call tracking in place it is impossible for those businesses to know exactly which keywords are producing phone inquiries.
In fact, simply including your phone number in your ad can help to increase sales. In one study it was found that Good Ads with the phone number included had a 10% click through rate (CTR) compared to those that didn’t².
2) Hotels & Leisure
Room service isn’t the only thing that keeps front of desk hotel staff busy. When someone is looking to book a room, a call is usually the first step. After locating a hotel in the area that they want to stay through a Google search, they will next call to see if a room is available for the dates they need.
Call tracking is essential for service providers across the leisure industry. Tour operators, retreats and spas all live off phone bookings. Tracking those calls is imperative for improving website conversions and optimizing your advertising efforts.
You woke up with a toothache that has to be experienced to be believed. All the other things you need to do that day quickly fall out of focus. You want your problem fixed ASAP.
When you have tooth pain you don’t have the patience to wait on an email or web form. You want to make a call and get the next possible booking.
A visit to the dentist is something that people will go out of their way to avoid. As a consequence, dental treatment is usually put off until it can no longer be ignored. But once that point is reached it suddenly becomes as urgent as possible that treatment is received. Overwhelmingly dental bookings will be arranged by the phone. As a consequence, all dentists should have call tracking in place to track the effectiveness of their marketing.
Buying a home is usually the biggest financial purchase someone will make in their life. It is also one of the most complex. Therefore, it’s no surprise that people want to talk to someone when making a purchase. Realtors are invariably tied to their phone. Making sure that these calls are tracked is extremely important.
Call tracking let’s realtors pinpoint which of their marketing efforts are working. This allows them to double down on these successful marketing channels and eliminate spending where it is being wasted. Call tracking can also provide very useful demographic information about the type of prospects that are interested in a property including when those calls are most likely to be made and where the calls come from.
Unlike the businesses mentioned above SaaS companies typically don’t target a specific geographical area. It might be easy to think then that call tracking might be less essential. In fact, SaaS businesses that don’t introduce call tracking may be making a major mistake.
Many SaaS businesses take a large number of orders through the phone. Customers have specific questions about the solution that is being offered and these are best resolved through a phone call.
The other reason that SaaS companies need to be using call tracking is because they are typically implementing a range of different marketing channels. They will likely be running multiple Google Ads or Facebook advertising campaigns. They may be targeting prospects through search engine optimization (SEO) in addition to social media marketing. On top of this its common to introduce direct mail into the mix.
With a range of different marketing initiatives in play it is critical that they are being tracked correctly. This allows the SaaS business to correct allocate resources to those channels which are most effective.
Call tracking is just as important for charities and NGOs as it is for profit driven businesses. Charities typically take a large amount of their donations through phone calls. With phone calls being central to their business, tracking those calls is mission critical.
Call tracking allows charities to measure which of their marketing drives are most effective. It also provides valuable demographic information which can be used to get a better understanding of the type of person who is most likely to donate. This includes the location of the person donating and the time they are most likely to call. This can be combined with specific information gleaned from the transcript from the call.
In a study by BIA / Kelsey it was found that phone calls convert at a rate which is between ten and fifteen times higher than an inquiry through a web form submit³. This was particularly true for complex products like finance and insurance. There is a good reason for this. When people find an insurance policy that appears to meet their needs, their next step is usually to call to find out the exact details of that policy.
Insurance companies that aren’t tracking their phone calls will have little visibility over which of their marketing efforts are working. Because calls typically contribute the greater part of revenue for insurance firms, they need to be tracked. Call tracking lets insurance companies to double down on the marketing channels which are most effective.
The other reason for introducing call tracking is to improve the quality of the calls. One of the most effective ways of increasing revenues is to make improvements to the call handling process. Using call tracking you can easily identify specifically which calls lead to a sale. This information can be used to find out if a specific sales rep may require more training. Looking at the transcripts of the calls you can establish the type of questions prospects are asking and what approaches are most likely to lead to a closed sale.
8) Cosmetic surgeons
The decision to undertake cosmetic surgery is often not an easy one. Customers want to be confident that they are going to get the results that they want to achieve. The also want to fully understand how the surgery process will work.
To answer those questions, they will want to talk to someone on the telephone. Calls are more likely to result in a booked client because they patient can have their questions answered, making them feel comfortable about the process.
Call tracking is key because it lets cosmetic surgery clicking identify how those calls are being generated. Call tracking also enables the clinic to identify what are the most common questions prospective clients are asking. This allows them to prepare answers and material which will address these fully. By making the client feel more confident in the process, they are more likely to book with that clinic.
9) Mortgage Lenders
As we have already pointed out; prospects that are interested in financial services are far more likely to convert into buyers over the phone. And which mortgage to take out is one of the largest, and often most complex, financial decisions people have to make.
At the same time mortgage market has become increasingly competitive. With many providers vying for some borrowers it’s important to identify your most successful marketing channels. When you combine these two factors you can see why every mortgage provider need to be using call tracking.
One of the tropes of any crime drama is when the criminal demands their “one free phone call”. Calls to a lawyer is not always so dramatic, but is still one of the main ways people will initiate the process of finding legal help. People who are looking for legal advice are often with complex and often stressful problems. They want to talk to someone about those problems.
Legal services are also often marketed through Google Ads. These types of ads are an effective way of getting in front of target clients. This is because people contact a lawyer when they have a problem. And they will search for answer for that problem by searching online.
While Google Ads can be a highly effective marketing channel, the cost-per-clicks in the legal niche have a reputation for being notoriously high. Given the cost of a single Google Ads click, it is essential that advertising budget is used frugally. With call tracking your website will feature dynamically generated phone numbers This allows you to isolate specific keywords and ad groups which lead to a call.
This is by no means a definitive list of companies that should be using call tracking. Unless your leads are entirely in person or from web form submits, then you should almost certainly be tracking those calls. And given the outsize revenue creating power of phone calls, if you don’t think that customers need to call, you may want to reconsider.
Resources: (1) https://www.business2community.com/digital-marketing/5-statistics-will-change-mind-ppc-call-tracking-01040933 (2) https://searchengineland.com/infographic-search-call-tracking-106705 (3) https://conversionsciences.com/mobile-phone-calls-higher-conversion-rates Image: Business vector created by freepik