In this data-driven world, it can be hard to manage the large amounts of customer data streaming in and out of your enterprise. Marketers that bunch call data in with clicks are sorely missing out on a lucrative measurement.
According to BIA/Kelsey, 162 billion calls will be made to businesses by 2019. Luckily technology is on our side and there are now processes that organise and reveal the value of calls. Call tracking is one of these. But when using this system to optimise your marketing and sales strategies, what metrics should stand out most?
1. Number of calls
Starting with the actual number of calls coming in is the first step, this metric determines how many inbound calls are being received. All vital measurements for forecasting which day of the week would be the best to push a particular campaign.
2. Calls duration
This measures the length of a phone call from pick up to the conclusion and is the period when call data is collected. Calculating the average length of inbound calls vs conversions can help determine how long consumers prefer to speak to a representative. Shorter isn’t always better in some cases.
3. Recovered callers
Recovered callers are those that have been brought back after a missed call using abandonment recovery methods such as email and/or SMS.
4. Average page views per caller
These are calculated by dividing page visits by the page views within the same timeframe. One visit contains multiple page views. This metric can reveal how easy the navigation of your website is for a user.
5. Geographic origin
Is the caller nearby? If the business using call tracking is for example – an automotive dealership, acquiring this information can help prioritise leads, since a prospect living in the area can come in for a test drive a lot quicker.
6. Accounts with call traffic
Managing the number of calls coming in versus the number of agents answering is key to preventing an influx of abandoned calls.
7. Top pages leading to calls
Knowing which website pages are leading to phone calls and eventual conversions can not only optimise your SEO strategy but also help allocate those ad funds strategically.
8. Call through rate (per channel)
This focuses on the number of conversions from landing pages and ad impressions versus calls. Calls can come from numerous touchpoints such as; SEM, Google SEO, CRM and direct. It considers interactions prior to the call and after the call is made before landing on an average per channel.
9. Time of day
Time of day metrics show the most active and slowest times of day for call activity. Why is this useful? Implementing time of day into call scheduling and call routing can ensure that there is always someone available to answer or follow up.
10. Drop off per channel
If calls aren’t answered in time, callers will abandon and knowing which channel is producing the most dropped calls can help nip a problem in the bud.