It’s tempting to get caught up in web metrics when you’re trying to evaluate site performance. Putting focus on: web views and visitors, online check-outs, and search conversions. However, phone conversions are a crucial aspect of your work online, and shouldn’t be ignored.

When you’re a company that sells services or products online, paying attention to telephone leads can seem counter-intuitive. You likely prefer to drive your transactions via your website as it’s more cost effective and you think that your audience prefer this inquiry method, but the majority of online businesses are still receiving calls from their customers, because their customers still want to be able to call them. And these calls can explain a great deal about how your website is working.

Here are a few ways in which you can use your incoming telephone calls to boost your website performance:

1. Find out which pages are generating the most call traffic

Do you have a strong online presence, busy social media channels and a super impressive website? If so, that’s fantastic… but it’s not enough. You need to know how these elements online are leading your customers offline, to make direct phone calls.

With call tracking on your site, each visitor is allocated a unique telephone number. These numbers allow you to closely examine the customer journey that each web visitor is taking. You are able to see how they came to arrive at your website (whether that be by paid search, referral or organic search result) as well as what pages they view whilst on the phone to you. This extremely useful data will provide deep insight into the needs of your customer.

Here’s an example of a web visitor journey from our site:

You can see that the visitor arrived to the website via a PPC Google ad. The search term used was “+adwords +call +tracking”, picked up by the ‘&mh_keyword’ parameter in the destination URL. This visitor then navigated to the Website Visitor Tracking page, from which they made a call to Mediahawk, before viewing a few more pages (while on the phone) and exiting.

Being able to analyse how visitors engage with your site with this real data is crucial to getting the best understanding of how your website is really working, and whereabouts it can be improved.

2. Uncover new opportunities for your site

If you start listening more intently to your phone calls and digging a bit deeper into where these phone inquiries came from, it will allow you to find the areas of your site that need further development. Phone data is a gold mine when it comes to discovering potential opportunities for your organisation, such as: additional revenue from new products that customers desire, research of new target markets, and finding new target market segments.

The information that call tracking and web analytics software delivers can also help you rank the right keywords across your site, which is critical to optimum website performance. The granular level of data will help you shift your SEO focus more accurately, providing insight into the keyword demand of your customers. You will learn which phrases and keywords potential and existing customers are using in their searches, and these can be used in targeted ads.

3. Boost inbound leads with a more refined marketing strategy

There’s a famous quote:

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

If you haven’t started implementing call tracking, this probably sounds familiar! Integrating call tracking allows you to put together a marketing strategy which pays attention to which campaigns are generating the most qualified leads and making you the most profit.

Without these tools in place, it’s easy to get stuck in the scattergun approach, which may seem like the best way to target a large audience – but it’s not. Assign a unique tracking telephone number to a specific marketing campaign and you can quantify your performance with accuracy.

PPC call tracking should be a central part of your web page strategy. It will help you get a comprehensive understanding of which messages, keywords, pages and campaigns are best working for you. You should produce detailed reports to allow for pinpointing of the most ineffective areas too. This will allow for diversion of your budget from low return campaigns to those with a higher response level.

4. Increase conversion rate by optimising landing pages

Conversion rate is not only the percentage of visitors who complete your contact for; conversion rate is also the number of people who have phoned as a result of a specific landing page.

You can optimise your website or landing page and the content on each of these to attract high quality leads.  By recording your phone calls you can listen directly to customers or potential customers and gather customer feedback there and then.  This real customer feedback saves on sending out any surveys to await feedback.

With the ability to hear what your customers have to say – perhaps any concerns or problems, or what attracted them to call you will help you in your ability to attract more customers but knowing what is that attracts the customer to making that call to you, or what puts them off.

Now knowing the answers to your customers’ concerns can help you make the necessary changes to your website to optimised your website and landing pages and in the process, increase your conversion rate.

5. Modify your website’s navigation based on conversations

With all of the visitors on your site being allocated a unique telephone number you can follow their journey around your website.  This and using call recording software to listen back to the conversation allows you to identify which page the customer wants to move onto.

Your website should lead the user down a sales path – you direct them into one page that points onto another, that points to the sales page.  You can use your collected data to see which pages and what information your users are looking for during the sales process.

They may have called from a page that wasn’t the sales page – perhaps the information on this page wasn’t clear enough or it didn’t have a clear call to action to prompt them into purchasing before phoning with a query.