Like most dealers today, you’re probably spending thousands (if not tens of thousands) of dollars each month marketing your website—not to mention the thousands of dollars you’ve likely invested building and maintaining that website. Are you convinced these expenditures are justified because internet marketers have told you that there is always a high level of accountability that results from this type of marketing?
A recent study from JupiterResearch shows that 43 percent of internet marketers don’t, or can’t, accurately measure their return on investment from search engine optimization. It’s really up to you to determine if your site is truly paying for itself.
A variety of web analytic tools can help you measure traffic generated by different online marketing efforts (i.e. web banners, email campaigns, search ads, search engine optimization, etc.) To a certain degree, you can even measure “successful visits”—website visits where a visitor completes a specific online call to action. Traditional web analytic tools are great at helping you measure online conversions, which typically include purchases, but may also include non-monetary transactions such as registering for a free newsletter, filling in a contact form, downloading a brochure or white paper for example.
Web analytics are undoubtedly effective for measuring your online response, but what about offline conversions that take place over telephone lines? Well, once again, necessity became the mother of invention with the arrival of dynamic call tracking software. This software enables phone numbers people view on a web page to change, based on how they were directed to the site. By tracking and reporting on traffic sources that generate calls, important conversion factors can be applied to various web marketing campaign efforts.
A calltracking solution can benefit your dealership for the following reasons:
You spend a lot of money for online marketing.
Your organization spends all or part of its budget on things like search engine ads (also known as Pay-Per-Click or PPC ads), website banner ads, email marketing campaigns, or search engine optimization. If website visitors are likely to call, for any reason, it’s important for you to see where they came from. In many cases, the phone call could be the only point of conversion, as many users may simply call in instead of completing your online contact form.
People call you and you wonder, “how did they find us?”
Ever wonder how many customer and potential customer calls came from your website. Did you ever wonder, “How did they find us on the web? We don’t advertise our site.” They may have simply found you through a search engine like Google or Bing. The next question is: Did they search on your company name, your product name, or another generic term? Without call tracking you can’t know this information. But with this information in hand, you can use it to continually update your site for better customer service.
You want to know why a customer calls in to the dealership, instead of finding the information on your website?
Call tracking provides two mechanisms to help answer this important question. First, standard reporting products provide you with the last page the visitor was on when he or she decided to call in. By reviewing this page, you might be able to understand the reason why the customer went the extra step of calling. In fact, if you integrate your call tracking solution with certain web analytics tools, you can even see their previous fewpages before the call. More importantly, call tracking products record the call, allowing you the ability to review the purpose of the call and associate it with the specific page that generated the call. This is a great technique for helping improve checkout processes on eCommerce sites.
Not all web transactions happen during the first visit.
If your website is like most websites, many visitors won’t convert the first time they visit your site. They may be shopping around and checking out other sites before placing an order or perhaps calling to get additional information. The website visitor might actually write down your telephone number and call from their cell phone or home phone at a later time in the day.
Once again, call tracking software can associate this phone call to the source that brought the visitor to your site in the first place. This advanced, forward-thinking marketing measure is referred to as “conversion attribution.” Without a call tracking solution in place, this important data is lost.
You want your site to look professional and to reach a global audience.
Let’s face it, everyone wants their website to look professional, worldwide. Yet, how many websites do you visit where they only display a local telephone number? Does this mean these sites only want to deal with customers within a local geographic area? Probably not, but the reality is that’s how most website visitors will perceive this organization—as small and only interested in customers from within their own local calling area. Simply by adding a toll-free number, your website will appeal to a wider audience and that means a greater number of potential customers. Who doesn’t want that? So if you’re already going to add a default toll-free number to your site, why not implement a complete solution by adding a call tracking solution to better evaluate the true impact of this investment.
While this article only highlights the top five reasons to implement a call tracking solution, there are many more reasons out there. It really boils down to one simple thing, the value of knowing “who, what, when, and why” people call your company after visiting your website.
Brad Reynolds is the president and CEO Mongoose Metrics. Brad drives Mongoose Metrics' product and technology development. In addition to founding multiple technology companies he has served as a consultant to Apple, KPN/Qwest, ICG/Netcom, and Edial. For more information call 866-787-9222 or email [email protected].
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