The importance of call tracking for business: principles of operation, types and benefits for companies.
Limiting the analysis to data from online applications only can lead to an incomplete picture of the situation.
History
I was Marketing Director at a marketing agency for two and a half years before setting up WAM Project. During this time, we successfully completed 74 projects in various industries. I managed the entire deal process, from initial agreement to strategy development and implementation. In 2018, instead of working for someone else, I realised that I could use my experience to start my own business.
WAM Project is an Agency that consistently goes above and beyond what's expected. We support our clients every step of the way, treating their businesses as our own. Our services include: Website development, creating corporate identities, launching advertising campaigns and writing sales scripts.
My first experience in an advertising agency was focused on guaranteeing a certain number of leads as outlined in our contracts. We launched ads and quickly realised that without call analytics we were losing potential leads. Here's why:
1. Regardless of how effective our conversion sites are, calls typically account for two-thirds of our leads. Therefore, in order to optimise ads and accurately count leads, it is critical to have data on these calls.
2. We test different ads and target different audiences. But to understand what really works and converts into sales, we need analytics. A key component of this is data on online conversions and calls. It is like having partial vision to rely solely on online leads.
We started testing this conversion in our ads with great anticipation of Ringostat's integration with Facebook Pixel. This integration allows us to optimise our ads based on both lead and call data.
I always recommend that clients in almost any niche use Ringostat to avoid missing out on real conversions. However, some projects receive very few calls, with prospects preferring to submit lead forms. In these cases, number spoofing isn't necessary. Fortunately, Ringostat offers two free trial weeks to confirm or refute the need for call tracking.
Our customers include renowned car brands such as Mitsubishi and Škoda, for whom we have implemented Ringostat.
Results
More calls for less money in the dental clinic
The client is looking for patients around the world and has received international accreditation. We had to not only place ads, but also have an understanding of which countries would make sense for advertising. There was also a balance to be struck - to provide the maximum amount of work for the doctors and to attract a sufficient number of leads for services with a high check.
We wouldn't have seen 80% of the calls and the channels they came from if we hadn't connected call tracking. We had a discussion with the client and they agreed to the installation of Ringostat. Our experts did an analysis of the leads and an adjustment of the advertising budget. We reduced the cost of the campaigns that were generating low quality calls, even though they were generating a low CPA.
- A third of the campaigns were disabled altogether. The list of countries was reduced from the whole world to 15.
- We were able to free up 25-30% of the budget and use it to increase the effectiveness of the advertising.
- There was a 40% increase in the number of targeted calls and a 40% reduction in the cost per call.
- An 80% increase in the total number of calls.
Increased number of calls and leads for concrete products factory
This is one of those customers that I can describe as an ideal customer. The client is open to listening, change, new approaches and tools. From the moment there was no website, we went all the way with them. We created a landing page. We shot a video of the plant from a quadcopter and started advertising. We had to increase the sales department six-fold as a result of so many leads. The customer usually gets calls. So we connected Ringostat to analyse the effectiveness of the campaigns.
The sales department started to handle the calls using IP telephony. We listened to the conversations. The entire history of communication with customers is now recorded in the CRM, and this allows us to control the entire sales funnel. And we can optimise our advertising and get more calls with the data on what activities calls bring.
analytics
advertising
call-tracking
optimization
Call tracking and a call back form for a company that manufactures swimming pools and spas
For this client we did a website build and Google Ads setup. From a technical point of view, swimming pool construction is a rather complicated service. Therefore, customers often call to clarify the nuances, get quotes and get advised.
We installed call tracking because there were 50% more calls than online leads. Without it, we would have lost data on most of the conversions and would have had the wrong conclusions in terms of campaign optimisation.
The customer was also a user of Ringostat's callback form. As the company operates all over the country, this proved particularly convenient for him. Thanks to the callback form, the customer has no communication costs. They click on an advert on the website, request to call back and a manager from the nearest regional office calls them back. The service pinpoints the caller's location via the region's IP address. This makes it easier to communicate and increases customer loyalty.
- We left only the words that led to conversions enabled after 4-6 weeks of work. There's been no loss of call volume and the project is within budget.
- In spite of the narrow subject matter of the project, we still received 76 leads in the peak month.
- We achieved a lead cost of $10 in a niche where a cheque can reach a million dollars.
How does my morning start? 🙂
Not with coffee! First I look at the previous day's reports in Google Ads, Facebook Ads, CRM and Ringostat. I analyse call and lead data, look at lead status/time and quality, listen to sales managers talking. If I notice a drop in performance, I have a chat with the sales managers. This way, we clearly understand the ad campaigns results and can quickly optimise them!
