Uncovering customer behaviours through call tracking
To stay competitive in today’s digital age, businesses must constantly be seeking ways to understand their customers better and improve their marketing efforts.
In light of this, one valuable tool that has emerged in recent years is call tracking. Call tracking software allows businesses to monitor and analyse phone calls to gain crucial insights into customer behaviours and how their marketing efforts are driving conversions.
By tracking phone calls with this software, businesses can uncover valuable information to help them enhance their overall marketing.
Read on for a deeper look at how this is done.
How does call tracking work?
Call tracking works by accurately monitoring every phone call in your business and extracting data such as call times, call lengths, abandonment rates, caller area codes, and more.
On top of this, the software also allows you to assign unique phone numbers to different marketing channels and campaigns to gain insights into your marketing performance.
With things like your online ads, social media campaigns, or print advertisements, the software can show you how many phone calls are being generated from each activity.
This information is then stored where you can analyse and identify patterns and trends in customer behaviour, to fuel the right strategies for your marketing.
How can call tracking help you understand customer behaviours?
Call tracking can help you identify key aspects of customer behaviours to help you tailor your marketing for maximum results. This can be done through:
- Monitoring conversion rates
You can use call tracking to gain valuable insights into which marketing campaigns are driving the most conversions – phone calls, form fills, etc.
By tracking the source of incoming calls, you can determine which marketing campaigns are the most effective at generating leads and driving conversions.
This information allows you to discover which areas of your marketing are most engaging to customers, and you can therefore adjust your strategies to take advantage of these findings.
For example, you might find that social media campaigns are driving the most conversions, so you can direct more resourcing towards these types of activities to meet customer preferences.
- Identifying important keywords
In addition to tracking the source of incoming calls, call tracking can also provide insights into the content and messaging that resonates most with your target audience.
By using speech analytics to analyse the keywords and phrases used by callers during phone conversations, you can gain a better understanding of your customers’ needs, preferences, and pain points.
You can assess common enquiries from the calls and identify whether customers are satisfied by the end of each call.
This information can be used to tailor marketing messages and content to better meet the needs of customers and drive future engagement.
- Analysing the entire customer journey
Another valuable aspect of call tracking is its ability to track the entire customer journey, from the initial interaction to the phone call and beyond.
To fully understand customer behaviours you must know how they change as customers move down the marketing funnel.
By capturing data about each stage of the customer journey, you can identify which areas of your marketing are most effective at raising awareness, funnelling customers down, and generating a conversion.
You can then use this data to improve the customer experience and streamline the sales process across your marketing.
- Benchmarking campaign performance
Call tracking can also help you measure the effectiveness of your campaigns in real-time by benchmarking your performance.
For example, you can look at the visitor-to-call ratio of each campaign to see how many calls are being generated compared to website visits.
You can then monitor this metric as it changes, which can then highlight how customer preferences or trends are changing. For instance, if the ratio increases it highlights that customers are no longer being effectively driven to make a phone call from the campaign.
You can then analyse the reasons for this change and adapt your campaigns to direct customers in the right way according to the real-time insights from the software.
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By tracking and analysing phone calls, you can gain a better understanding of which marketing channels are driving the most phone calls, what messaging resonates most with their audience, and how to improve the overall customer experience.
How will you be using call tracking software to enhance your marketing efforts?