15 Sep 2020
in Digital Marketing
Call tracking providers often wax lyrical about how their “call tracking metrics” can help you save money. You’ll see claims of having optimised PPC spend, or how they were able to reduce operational costs. But what exactly are these call tracking metrics that Infinity provides, and how can you utilise them to improve your bottom line?
Call tracking metrics can be broken down into two main categories: Call Metrics and Origin Metrics. The former are the metrics about the call itself; for example the call duration, or the time a caller spends in IVR. And the latter is around the origins of the call, for example the country they're calling from, or the PPC ad they clicked on to call you.
From the time someone presses the call button to whenever they disconnect, we’re able to track a variety of metrics which can give you a much clearer picture of your customers' journey.
Some of the key call tracking metrics we look at here include:
Hopefully the majority of those are fairly self explanatory, but the one that may not be immediately obvious is Conversation Analytics. This is a suite in our platform that gives enormous insight into what happens on the call. One feature is that it listens out for specific keywords or phrases and assigns them a positive or negative score. This allows you to get a strong insight into the tone of a conversation, automatically categorise the call or outcome, and to highlight when key words or phrases are said.
These are all individually useful to look at. For example, looking at the ‘call time of day’ metric allows you to optimise your staff rota and be prepared for rushes. Looking at call drop off in combination with IVR or queue duration would give you good insight into where you are losing out on opportunities. You might also find that people who discuss certain keywords on support calls have very short call times, so you could look to include an FAQ about that keyword on your website to reduce the number of unnecessary calls.
However there’s even more potential to be unlocked within these call metrics, and that’s when you combine them with the second half; the origin metrics.
For this type of call tracking metrics we’re looking at where the call came from, and why the customer decided to call.
We can look at the source of the phone call, whether they saw your number on a social media page, or from a PPC ad, or through a certain page on your website. You can also create tracking pools to segment people by call country, or by which branch of your business they were contacting. The real power of all these call tracking metrics comes when you use them in combination with each other.
Let’s say you work for an internet provider, and you notice you suddenly got a surge of calls, you can now look into the region these calls came from, the time of day, and even details about the keywords they were searching before calling you. You’ve now got a much clearer picture of what caused this influx and you’d be able to potentially increase bandwidth for an area, replicate successful tactics, or find an undiagnosed technical issue.
If you were a car dealership then you could look at the PPC ad they clicked on, combined with some keywords found in conversation analytics, and use these call tracking metrics to find out if the PPC ad was correctly targeted for your customers wants. Or perhaps you’re a brand looking to expand your marketing in certain markets, you could look at call times and keywords to determine interest, then combine this with location data to gain insights into potential regions to invest in.
At Infinity we believe call tracking metrics can positively impact both operational costs and marketing spend.
Operationally there’s better understanding of peak times and optimising staffing, improving IVR functionality to reduce call operators workload, improving FAQs to minimise basic support queries, and even reducing customer drop-off to improve sales opportunities.
As our eBook here shows, there are many ways marketers can use call tracking metrics gathered by Infinity. By linking up the online world of paid search, SEO, and social media with the offline world of call metrics it allows you see a much clearer picture of your customer journeys, allowing you to invest in what your customers are actually looking for. In addition it more accurately shows your true marketing ROI. Gone are the days of losing track of a customer as soon as they leave the online world to pick up the phone.
Call tracking metrics open up many new avenues for sales and operational improvements, if you’d like to explore these possibilities then start a conversation with us to find out how Infinity can give you insights that matter.
Product Marketing Manager
Andy has spent years obsessively analysing how businesses can unlock value from engagements with their audience. Outside his family, his main loves are Woking FC, his Xbox, and his National Trust membership.
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