Call Tracking for Web Analytics

When it comes to Web Analytics, a lot of attention is paid to online conversions such as form submissions, newsletter signups or online purchases, but what about offline conversions? For local service businesses, the vast majority of contacts from their website come via a phone call. In fact, I’ve seen cases where 100% of website contacts come from phone calls. Without a way to track the calls, these businesses are only seeing the tip of the conversion iceberg and not fully understanding the success of their website. We have recently found a way to incorporate call tracking into Google Analytics. For local businesses, it’s perfect since now we can see the entire conversion picture in a single report. As the report below shows, phone call tracking for Google Analytics is an important metric to keep track of.

Depending on the client’s needs, the report detail is quite amazing. We can now track phone calls down to the keyword level. You read that right. Just like online conversion tracking can tell which keyword phrases are converting and which aren’t, we can now do that with phone calls. What a great way to fine-tune an Adwords program! We can keep the phrases that drive calls and remove the ones that don’t. Pretty powerful stuff. Below is a sample report.

via clickyloo.com

Interesting insight into the use of call tracking from an SEM consultants point of view.

Jet Interactive is the first Australian based company to integrate call tracking into google analytics. Enabling marketing agencies and internal marketing manages to gain a wholistic view of their marketing effectiveness and the true ROI from Campaigns.

Please contact us for further information about Jet Call Tracker and our Google Analytics integration.

Don't Forget Off-line Conversions - They could account for 70% of all inquiries!

A great post from Alan K'necht about the importance of tracking your off-line conversions.

Jet Interactive can provide all your Australian Call Tracking and Analytics needs to start monitoring your off-line conversions.

Integrate Social, Mobile, and Email Campaigns

Great article from Dan Forootan @ marketingprofs.com on the need to integrate your social, email and mobile marketing campaign as the gap between marketing mediums continues to blur.

Should you be using call tracking? 5 Quick Questions

§ Does your web marketing generate phone calls?

§ Do phone calls to your business generate revenue?

§ Does a certain search, page or section of your website cause visitors to pick up the phone?

§ Does your site promote phone calls for visitors who prefer to contact you over the phone?

§ Do your customers end up purchasing offline?

If you answered YES to any of these questions, you can benefit from call tracking. Contact us for more information about How Call Tracking can help increase your ROI, Marketing Effectiveness and Jet Call Tracker^TM.

Online Retailers and Analytics - Are you using them to your best advantage?

Interesting results from the SLI Systems survey “2009 E-Commerce Customer Experience”. Whilst 95% of all online retailers utilised analytics, only 55% integrated their technologies to achieve a 360° view of their conversion tracking, campaigns effectiveness, keyword research and gain a better understanding of their online audience.

By integrating your analytics technologies with your campaigns you can gain great insight into your customer base, your campaign results and grow your business more effectively by targeting the right people. Also by using a Call Analytics tool with your online analytics program illustrates the conversions you are getting offline.

Webdynamic and Jet Interactive pilot first Keyword to Call study in Australia leads to 35% increase in sales.

Webdynamic and Jet Interactive pilot first Keyword to Call study in Australia leads to 35% increase in sales.

SEO and SEM companies are always striving to optimise keyword selection to maximise their clients’ return for their online marketing budget.
To accomplish this digital marketers traditionally study a series of online metrics such as keyword to online sales conversion. This is fine when the customer fills in an online web form but what if they pick up the phone and call in the enquiry or sale?
Up until now online marketers have assumed, or hoped, that customers’ offline behavior mirrors their online trends and so have optimised keywords with little thought to customers’ telephone behavior. With recent studies indicating that over 50% of all web generated enquiries are via the phone this assumption has significant margin for error.
WebDynamic – a leading Melbourne based internet marketing company specialising in search engine optimisation, have used Jet Call Tracker™ to measure the calls generated through their SEO and web marketing activities for over 12 months and had come to the staggering finding that 6% of all website generated leads came via the phone. With this in mind WebDynamic decided to go the next step and measure the exact number of calls each keyword group generated – this new marketing metric is known as Keyword to Call.
To do this WebDynamic integrated unique tracking phone numbers (UTNs) into their clients’ websites. Then depending on the keywords used by searchers a corresponding UTN is dynamically displayed through out the site. The call volumes per keyword are then tracked using Jet Call Tracker™.
The results were very interesting as demonstrated by the table below summarising a 1 month study of qualified visits for WebDynamic’s national client Discosource Professional DJs.

  Keyword   Website Visits   Online Bookings   Online bookings per Visit   Phone bookings   Phone booking per Visit   Total Bookings   Total bookings per Visit
  DJ hire   750   9   1.2%   15   2.0%   24   3.2%
  Dance DJ   220   3   1.4%   7   3.2%   10   4.5%
  DJ Packages   36   0   0.0%   2   5.6%   2   5.6%
  Home DJ   81   1   1.2%   4   4.9%   5   6.2%
  Mobile DJ   270   3   1.1%   17   6.3%   20   7.4%
  Cheap DJ   81   1   1.2%   8   9.9%   9   11.1%
  Party DJ   180   2   1.1%   11   6.1%   13   7.2%

Outcome. Online metrics only showed part of the story. Clearly call data must be measured to reveal the true story regarding keyword effectiveness and optimisation.
WebDynamic’s Carl Andersson “We realised long ago the importance of tracking the call volumes generated by our clients’ websites, but this latest Keyword to Call study proves that in terms of keyword optimisation we were still traveling blind. It is vital to establishing the relationship between keywords and calls if you are truly going to optimise online marketing spend. So far Keyword to Call optimisation has helped increase sales effectiveness by an average of 35% across our trialed customers, an incredible figure given the size of the overall investment.”

About Jet Interactive and Jet Call Tracker

Jet Interactive™ is a call analytics company and specialist telecommunications provider. Jet differentiates itself in the market place by providing what it believes to be one of the most advanced marketing and business intelligence tools – Jet Call Tracker™.

Jet Call Tracker is an online call analytics package designed to provide business owners, marketing specialists, advertisers and media with state of the art reporting tools that can measure every aspect of caller behaviour.

Jet Call Tracker uses Unique Tracking Numbers to capture call information from both online and offline marketing that is then automatically displayed across a set of 50 interactive reports.

About Webdynamic

WebDynamic is a specialist internet marketing company serving high profile Australian clients like Qantas, NAB, CGU Insurance and Medibank Private. Using a holistic approach that combines all facets of digital marketing WebDynamic are not just an agency, but a full-service operator with a 10 year track record and a complete range of in-house capabilities and online infrastructure.

Jet Call Tracker