Call Tracking & SEO
What if we were to tell you the reason you’re not closing your inbound leads isn’t because of the quality of the leads, but because your team members aren’t effectively trained to track them? This is a common business process fail.
A surprising number of businesses have limited knowledge of how many leads are produced in a given month, let alone if they closed. And that’s awful! To increase revenue, it is vital that a business track all incoming leads and record which of those leads did or did not close.
Tracking inbound leads goes beyond a marketing company providing you with the number of leads produced in a given month. Sure, we can provide you with the number of form submissions your marketing is generating, but what happens to those leads once they get to you?
If your answer is: “I don’t know,” you have a serious problem!
Here are some simple steps that any marketing company will tell you to use to help your team track inbound leads: Organic website leads / Organic phone calls / Paid website leads / Paid phone calls / Social media / Email marketing / Referral sources (If you’re paying for Yelp, directory ad placement or forum ad placements, make sure you use a unique call tracking phone number for each referral type.) etc … etc … Once you have the lead data, those marketing experts will sift through it with a fine tooth comb to determine which online or offline method is performing the best and it can be a VERY costly project indeed.
The good news is..WE HAVE TOHER OPTIONS FOR YOU TO CONSIDER!!
Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
Soooo in terms that are much easier to read…..Google Analytics is one of the top, most powerful tools out there for monitoring and analysing traffic on your website. It gives you an enourmous amount of information about who is visiting your site, what they are looking for, and how they are getting to your site. Any business that wants to expand and grow their business on the internet should definitely be using Google Analytics
Here is a list of the important data that Google Analytics will give you:
- Where your visitors are coming from – very important if you’re targeting a specific audience.
- How your visitors found your website – this is very important for determining which of your efforts are paying off. It shows if visitors found your site directly, through a referral from another website (ex: Twitter, Facebook), or from search engines.
- Web browsers used by your visitors – knowing which web browsers your visitors use allows you to know which browsers you should be focusing on.
- What keywords were used by visitors in the search engines to get to your website – this is very crucial for SEO. Knowing which keywords people are searching for to get to your site determines if you are on the right track.
conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site.
CALL TRACKING NUMBERS IN GOOGLE ANALYTICS
With many businesses that do not have an online shop, the phone is often the biggest source of business but also one of the hardest to track.
Imagine seeing which users called you and finding out which keywords and traffic sources they used to get to your site.
The only downside is that there is often a cost for this functionality, but it is well worth paying for in my opinion.
Phone call data can be integrated with Google Analytics, AdWords and even your CRM to fully track website activity and phone call leads from entry to sale completion.
The possibilities are exciting when you’re able to see exactly which keywords led to conversions, the value of those sales and how users who convert via the phone interacted with your website before calling.
It is also very powerful to have this data in AdWords, as Google has realised and is rolling out globally at the moment.
How call tracking works
Call tracking for a website works by adding a small amount of code to the page and phone numbers on site. You then have phone numbers available that are rotated and each user sees a different one in the set.
When a call is made the tracking code is activated and tied with the user viewing that number and the results are then fed in to the data portals you set it up with. Cookies are set to ensure the data is kept alongside the entry source so it is all reported together in the portals.
In addition to the code on the page, any pay per click adverts may need to be tagged with the relevant details to enable these to be passed on to the data portals.
The quantity of numbers that you will need for your site will vary depending on the volume of traffic that your site receives. You can also ensure that the first seven digits are always the same and only the last four change.
Call tracking can be set up with different types of numbers, including freephone and local.
Implementation process for call tracking:
- Organise package and numbers with call tracking provider.
- Add code round phone numbers on website.
- Add standard tracking code on every page.
- Add tags to PPC destination URLs using a macro.
- Set up goals in Google Analytics for call pass/fails.
- Import Analytics goals in to AdWords.
- Set up integration with a CRM or other system.