Last week Andrew Miller interviewed 3 Call Tracking companies for a Call Tracking Roundtable, and I wanted to elaborate a little bit more on our own blog.
Answering a question about the future of Call Tracking, I wrote that, “I’d expect that every major web analytics vendor, pay-per-click management platform, CRM provider, and marketing automation solution will integrate call tracking, and probably other phone related technology, into their platforms. Telco is complicated, so rather than building a solution themselves many software providers will partner with existing call tracking vendors, using APIs to integrate Call Tracking with their existing platform. We’re already starting to see signs of it happening, but they aren’t all there yet.”
We’re already starting to see signs of this. For example, one year ago ClickFuel announced that they integrated DialogTech’s Call Tracking software into their online marketing platform. A few months ago Google Analytics announced an App Gallery featuring Phone Call Tracking vendors.
Let’s not forget, of course, all of the statistics companies and research firms are publishing about call tracking. Here are just 3 stats I’ve seen from bloggers, vendors, and research firms about the importance of Call Tracking:
- Between the end of 2009 and beginning of 2010, there was a 35% increase in number of searches that lead to a phone call for companies using Call Tracking (TechCrunch).
- 43% of search related conversions happen over the phone (AdInsight).
- 97% of consumers use online media to show locally, meaning many customers who search online end up calling, visiting, or both rather than buying online (Kelseygroup).
I’ve heard from customers that they can generate 5+ phone calls for every one online web form inquiry. Not only is the lead volume higher for phone calls, but it’s generally higher quality because you make immediate contact. According to Leads360, for example, leads convert 22 times more often when you make contact in 5 minutes. When customers call you immediately talk to them, as opposed to having to follow up on a web form or email inquiry when they may longer be on your website. Our Client WiderFunnel, as another example, demonstrated a much higher phone call conversion rate than online conversion rate in a recent marketing optimization enagement for one of their clients.
The bottom line is that if you are in marketing and you’re not using Call Tracking to measure results and demonstrate ROI, you should be.