In various industries today, call tracking has fast become one of the most valuable tools for marketers.
That being said, if you’re trying to find the right call tracking system for your business, there are certain features you should consider – one of which is visitor-level call tracking.
In this article, we’ll take you through what visitor-level call tracking is, why it’s important, and what other call tracking features make a platform stand out.
What is visitor-level call tracking?
To understand visitor-level call tracking, let’s first outline how call tracking as a whole works.
This software allows you to monitor every customer call into your business and extract useful data from every interaction.
You can then link these calls to your marketing performance, and see every touchpoint visited by a customer before, during, and after they called.
For standard call tracking platforms, customers who visit your website are assigned a unique phone number that only lasts during their session. Once they leave, this data on their journey ends.
With visitor-level call tracking, however, you can trace the full journeys of customers even if they leave a session on your website and rejoin later on to make a call, for example.
Why is this type of call tracking important?
This type of call tracking is beneficial for a range of reasons:
Increased marketing visibility
Visitor-level tracking helps you gain more visibility over your marketing performance. By seeing a customer’s entire journey, as opposed to one part with standard tracking, you can more effectively see the impact of your campaigns on their interactions.
Understanding customers better
This software can also reveal crucial insights into customer behaviours since you can analyse why customers leave a session, what they do when they rejoin, and what this indicates about your current marketing funnel.
More accurate data
If a customer’s journey ends each time they leave a session, when they rejoin, this could incorrectly reflect in your data as a new customer. With visitor-level tracking, you’ll have accurate data that identifies the same customer in their different sessions.
What other features make a call tracking platform stand out?
Visitor-level call tracking is only one of many expert features that can help you optimise your marketing. Here are some others you should consider when choosing a platform:
Speech analytics
This feature allows you to transcribe every customer call and identify important keywords in the phone conversation. This can help you identify key customer enquiries, learn customer behaviours, and better detect valuable leads.
Visitor-to-call ratio
This is a feature that compares the number of calls generated by a campaign to the number of website visits. It’s vital for benchmarking performance and seeing the true value of a campaign – for example, having lower website visits but a large portion of those visits converting to a call.
Advanced call handling
This gives you more control over how your calls are managed. For instance, you can implement call routing so you never miss a call, provide mailbox options, and incorporate interactive voice responses. These elements help massively improve the customer experience.
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Is visitor-call tracking something your business could greatly benefit from?
If so, make sure you find the right call tracking provider to ensure its effective usage, along with various other useful aspects, analytics, and resources to optimise your software experience.
