One of the most important factors in the world of are the conversions. Unless you want to do a branding campaign (promoting visibility and visits)what usually takes precedence are conversions. A conversion is the achievement of a set goal. In most cases, it is a Contact commercial (on corporate websites) or one sale (in virtual stores).
If that contact or sale is made online, that is, sending a contact form or finishing the purchase process, perfect! Because in that case, the system records that conversion, and we have all the data associated with it; when it was made, where it was made from, what was the key word (or website) that led that person to our website, etc. And that allows us to analyze our campaign, and also improve it, for example, boosting the PPC campaign in the hours with the most conversions.
The problem arises when that conversion is not done through the web. This usually happens when the client sends an email instead of contacting by form, or make a phone call directly. That breaks all the schemes for us, not only because we can’t optimize the campaign, but also because we don’t even know if it’s working. If 90% of the contacts are via phone, it is impossible to know which PPC campaigns are causing more calls.
There are several solutions, all of them imperfect, to try to track those calls. Let’s see how we can achieve it:
1. Constant feedback with the client: Agree with the client that he will carry a record of all phone calls, at what time they have been made, and to be able to know, he will ask them how he got to them. I recommend it only in the event that the other four possibilities cannot be carried out, and that the client is usually not very consistent in that registry. In addition, we also cannot link that data to any campaign, advertisement, or keyword.
2. Unique telephone number: Let the phone be a number that only appears on the website. In this way, checking the calls received to the switchboard through that number, we will see the day and time it was made. Multiple inconveniences, since in the long run customers end up saving that number in the phonebook, and the data is mixed with that of new contacts.
3. Free call button: By clicking, the user can enter their telephone number in a form, which is automatically called by the company, which pays for the call. This system does allow us to link that data with the PPC data, and know which ads, words and campaigns work best. The big problem is that many people do not trust putting their phone number, and that in some cases some customers and suppliers use the service to call the company without paying. We can see an example of this button in .
4. “Show phone” button: The phone remains hidden until clicking on this button displays it. In this way we can link the data of those “almost-safe” conversions, since we know that the user has explicitly requested the phone number, and presumably he is going to call. System used in , or .
5. Click-to-call button: Perhaps the best system, although not expanded enough (for now). By clicking on the corresponding icon, the computer calls through an IP telephony software (like Skype). If you are browsing through a mobile device, it makes the call. Google has been the first to implement this system as much as for . In this case, the data is integrated into the AdWords campaigns themselves, filtering by “type of click”, where it indicates .
If you want to know more about conversions and Analytics, take a look at my , where I talk about this and much more 🙂
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