In a Mobile World, Marketers Shouldn’t Underestimate the Importance of Call Tracking

Fact: The number of smartphone users worldwide will total 1.75 billion this year, while mobile phone penetration is expected to increase from 61.1% in 2013 to 69.4% of the global population in 2017, eMarketer predicts.

With more consumers using smartphones and tablets, there will be an increased number of mobile searchers for businesses and information on products or services. It is imperative for companies to leverage the rise of mobile technology and track interactions sourced from smartphones.

Fact: An average of 40 million calls are driven by Google ads each month, according to the search engine. BIA/Kelsey reports 20-30% of search query volume is from mobile devices, and 40-50% of mobile search has local intent.

This means customers are not only browsing brand information from their smartphones and tablets, but searching for nearby companies to seek out assistance or purchasing opportunities. While there may be a rise of searches on mobile devices, it is still easier for smartphone users to use click-to-call to call a company directly from a search results page, landing page, or website than it is to navigate on a smaller screen and fill out a web form.

Fact: 70% of mobile searchers have used the call button to access a brand representative directly from a mobile device. About 39% of mobile searchers frequently call businesses directly from search results pages, while 12% always seek to click-to-call.

Fact: Phone interactions are valuable to 66% brands because phone call leads present a greater purchase of intent. Phone leads are reportedly 10 times more likely to convert into paid accounts than online form leads. Furthermore, BIA/Kelsey reports 61% of customers find it extremely or very important to call a business during the purchasing phase of decision-making.

However, despite the valube of phone leads, only 19% of inbound phone calls are considered high-quality by sales managers, BIA/Kelsey reports. Many calls come in looking for account information, business hours, or other non-sales-related reasons. Therefore, each phone call should be scored and managed properly to separate the wheat from the chaff and take full advantage of the revenue potential.

What You Get With Call Tracking

If a company can track the source of these phone calls, marketing teams will have a clearer picture of which initiatives and campaigns are generating the strongest leads and the most ROI and revenue. Call tracking also captures key caller data that can help sales representatives offer a more personalized experience in each interaction and accelerate the sales cycle. This phone call data can identify a caller’s:

  • Sales-readiness
  • Product or service interest
  • Previous activity with the brand
  • Preferences or needs

To ensure your brand is making the best use of marketing spend and supporting decision-making with up-to-date ROI reports, utilize call tracking technology for maximum lead generation potential. The main features of call tracking technology include:

  • Unique, trackable phone numbers in marketing initiatives and webpages for detailed reports
  • Data to assist in A/B testing
  • Real-time and historical reports to support future decisions
  • Integration with analytics solutions such as CRMs and Google Universal Analytics

Focus on Efficiency

When call tracking technology is deployed across all marketing channels, brands can enjoy a plethora of caller data to support both sales and marketing teams. The solutions offer whisper messaging that captures key caller information and shares it with sales or customer service representatives before the caller is connected. When teams are equipped with specific caller information, it is easier to tailor the conversation to the needs and preferences of the lead, which in turn accelerates the sales cycle and increases customer satisfaction and loyalty. Double win!

In addition, the management and routing of inbound phone calls can be even more efficient with call tracking technology. Brands can create customized call routing options that direct callers to the most appropriate channels based on key information gathered at the beginning of the sales cycle. Companies can decide which channels to offer callers and different paths to reach these ends – whether it be through automated self-prompts or a virtual receptionist. The technology helps businesses separate callers seeking general information from those interested in making a purchase. The faster a caller reaches the ideal source of answers or purchasing options, the easier it will be to close the deal and retain a repeat buyer. Hooray!

To learn more about how to optimize the rising number of inbound calls from mobile devices, download our on-demand Surviving the Mobile Tsunami: Riding the Impending Wave of Smartphone-Driven Calls webinar.