Where do your phone calls come from?

Measuring conversions is critical when assessing the success of Pay-Per-Click (PPC) advertising and other internet marketing campaigns. Conversions can be anything from purchasing goods or services, to requesting information, or providing information about themselves. When your customers end up calling as a result of using the website, can you identify the online driver to attribute credit for the conversion? It's not enough to know if a paid word brought a visitor to your site. Did they end up converting by phoning in to your organization?

In some cases call drivers may also be support related (i.e., seeking tech support). In these situations relating phone calls with the source web page will provide invaluable information on unclear, complex, or malfunctioning web content. Identifying which web visitors called phone support from specific web content enables you to circle back to bring them back to the page when changes, improvements, or fixes are deployed. Don’t let the customer’s last impression of your site be a non-functional web page that causes them to call support!

Until now it has not been possible to measure how visitors, who call you based on visiting your web site first, found your site. Unilytics has integrated Mongoose Metrics’ phone call tracking service with web analytics products such as Google Analytics and Webtrends to enable online marketers to track phone calls within your web analytics package. This provides invaluable insight and facilitates unified reporting of phone call data alongside web traffic reports. It also enables reporting of drivers which exist on your website and result in additional cost, or revenue, when phone support is used.

We can answer questions such as:

• Do my web marketing campaigns generate phone calls?
• Do these phone calls generate revenue?
• Do certain pages or sections of my website cause visitors to pick up the phone?
• Do they take action over the phone?
• What causes visitors to call our Call Center?

Our web analytics call tracking service is simple to setup and requires very little maintenance. It works via Mongoose Metrics’ phone server, which collects various pieces of information about a website visit and sends it into the tracking software as well as your own analytics package. The information collected includes marketing information such as campaign drivers, search drivers, caller ID, last web page visited, etc. The web visit information is logged through your existing web analytics package via Javascript embedded in your web page.

Key Benefits

Verify SEO campaigns
Know which campaigns and marketing tactics drive callers and whether those calls generate revenue – offline or online

Improve site design
Understand which pages drive calls – customers may be confused, and there may be opportunities for site usability improvement

Save money
Find new ways to more effectively close business online and reduce call volume

Save time
Our integrated reporting environment saves time in analysis by consolidated call information with your web analytics and CRM providers.

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