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Wednesday, June 16, 2010
Do you know how many calls that you receive from your website and where they come from?

Have you ever wondered if you could peek behind the curtain and see the history of someone’s website session to better answer their call?

The traditional concept of placing a phone number on a website and tracking how many calls came into the business has evolved.  You can take it one step further from basic analytics and not only how many calls came in from the web, but where they came from (Google, Yahoo, other referring sites) and from which keyword terms.  This is revolutionary!

Basics of call tracking: Find out how your ads are performing.

Collect valuable information about calls to your business to make your operations more efficient, marketing campaigns more profitable, and prove that your advertising is really working.

Monday on Ecom Experts we discussed the 7 ways to get the most out of website tracking:
  1. Find out which keywords are converting into leads (phone calls, chats, form submissions): Now you can see what Google AdWords are actually bringing phone calls..there is no more guessing about what is happening on your site.  If you have a ppc campaign going, you can see where your dollars are being spent and if you are getting any sort of return. 

  2. Route calls to the appropriate department, even if you are a “one man show”: Not only can you track those calls, but you can set up a greeting with a menu prompt to route calls to the person or department that the caller is trying to reach.  If you are the only one who answers the calls, that is okay.  This type of routing can tag that call so you know which ones to follow up with later.

  3. Listen to call recordings for training and quality assurance: Have you ever heard what you sound like on the phone?  Do you wish that you could replay that last call and make sure that you have covered every detail for someone’s order?  By recording the call, you have this call record at your fingertips and can use it for training.

  4. Manage your calls, chats, website sessions in one portal: Instead of having to log into several systems to listen to calls, then another to view your chat sessions—review all of this in one portal with one login.  It just makes more sense from an efficiency standpoint to use one system.

  5. Take advantage of call tracking features like scheduling and round robin:  Maybe your calls come in from 8am to 5pm, but at that point, you want to send all calls to your cell phone.  This way you don’t miss an opportunity to convert someone to a customer.  Another feature that could be helpful is round robin.  This allows you to share or rotate incoming calls between several people.  First call goes to the first agent, second call goes to agent number 2.  It’s helpful to manage calls from your website this way, especially if these features are free.

  6. Trend analytics—What time of day or day-of-the-week are you getting the most calls?  Are you staffed appropriately at these times or are you missing opportunities?  If you could quickly see the ebb and flow of calls coming from your website, you might think twice about when you beef up your staff.  Let’s say that you are a dog groomer and most calls come in around 6pm during the week and Saturdays and Sundays.  Maybe most people realize that their dog needs a haircut when they get home in the evenings.  Looking at this trend analysis of when calls come into your business will help you not miss that lead.

  7. Import calls from your website into your lead management tool (CRM): If you are using a lead management tool and that is the program that you are logged into on a daily basis, why not import your calls into this system.  It’s important to have all forms of communication that you have had with your leads in one place (their contact information, emails, any sort of lead scoring and then of course your calls).
Check out our interview with Jennifer Whaley, Business Development Manager at Century Interactive.

by: Shawna Seigel

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