Web Analytics Integrated with Call Tracking to Monitor Offline Purchases
Incorporating phone tracking into a web analytics tool such as Google Analytics can give your business the boost it needs in gaining a picture of its offline conversion rate. Being able to easily monitor a vast range of incoming data such as a visitor viewing duration, most viewed pages, and a whole array of statistical data allows you to gain a deep insight into the functionality and efficiency, and to interrogate areas of your advertising campaign that are losing you valuable advertising money. Having the data at hand, web analytics allows you to make an informed and confident decision towards reaching a higher conversion rate.
There is no underestimating the power and clarity that web analytics brings to any business, but what about offline telephone calls? If a large portion of a business’s revenue is generated from orders that the customer has researched online but telephoned to actually place, this means there is a blind spot in the otherwise far-seeing picture that web analytics has conducted with one’s online activity. The calls cannot be interpreted through web analytics, therefore it is impossible to make intelligent choices as to changing or maintenance of advertising campaigns. Calls resulting in sales and leads are indistinguishable in themselves from lost leads, as is the data reflecting the distribution of that revenue over the different calls themselves.
Phone tracking is the solution to this problem. With call tracking, call data can be processed in an intelligent manner similar to the powerful online data collection provided by web analytics tools such as Google Analytics. Call duration, conversion ratios, and other criteria is arrayed in a dashboard where it can be monitored, and as the tracking is routed instantly and the data logged, its collection poses no disruption to the customer or to your company’s sales team.
There are many benefits of this to the monitoring of actual purchases made from offline phone calls. The nature of a call, whether it was a lead or a sale, and the sale amount can be logged alongside other data and displayed on the dashboard. Therefore, phone tracking allows that same far-seeing picture of call sales (and the advertising generating them) available to web analytics for online conversions. The blind-spot in the picture of your business’s offline purchases is eliminated; all you have to do is watch your conversions rise.
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