How To Measure The Success Of Call Tracking: Interviews With Two Experts

At Pubcon 2014 in Las Vegas, I had the opportunity to catch up with two experts on call tracking: Chris Cox of Invoca, and John Busby of Marchex

What’s working in call tracking and what isn’t? How can marketers better measure the success of their call tracking efforts?

I used the time with these experts to dig deep into those questions and get the answers, which you can see in the videos below.

Click-to-Call Optimization: An Interview with Chris Cox

Here are some key takeaways from the video:

• Chris has been seeing a big shift towards mobile in all aspects of marketing lately. Not only are marketers shifting towards mobile marketing, but more customers are responding to mobile ads.
• Chris finds that more customers want to actually talk to businesses, and advertisers have the ability to serve them with ads that have click-to-call functionality from ads and from the website itself.
• How can you better optimize mobile click-to-call ads? Chris says it’s all about having an easy call to action, where the customers can easily make a phone call from the ad by using a call extension. Then after the call is made, make sure you’re providing a good customer experience.
• Another good way to optimize these click to call ads is by placing them everywhere that a consumer might look for when they’re wanting to make a call. Whether it’s on your contact page, your header, your footer, at the end of a blog post, etc.

Call Tracking for Marketers: An Interview With John Busby

Here are some key takeaways from the video:

• How can you measure the success of call tracking? John says it helps to set up call tracking with unique phone numbers for search and non-search, so you know if a customer called after visiting your website or after viewing one of your search ads.
• Advertisers are really trying to understand which calls are working and which are not. John’s company offers a technology called ‘conversational analytics’. This technology measures every aspect of a call like speech, silence, and hold time, to provide a digital read out of that call. From there you can better understand what kind of calls actually convert customers.
• You need to track your calls back to individual keywords, John says. There are many kinds of calls you don’t want to receive because they take time away from calls that convert. If you can track those calls back to individual keywords you can reduce the amount of unwanted calls.

Please visit SEJ’s YouTube page for more video interviews.