How a call tracking number is better than a regular 800 number is best answered with an explanation of how a tracking system works? It is much more than counting the number of calls received and reducing the cost of each call. Tracking software is part of a very sophisticated marketing methodology that ties results directly to costs and gives advertising agencies and their client's accurate real-time campaign effectiveness figures to make marketing budgeting decisions on. Regular 800 numbers can not accomplish a fraction of what one of these numbers does when it is dialed by a consumer.
Phone call tracking numbers allows for tracking conversions of online contacts resulting from pay-per-click adwords, entering a specific web address in a browser address box, clicking on a link from an associate site or any other SEO activity. This is accomplished by the placement of a small amount of code that goes on every page that generates a different contact phone number that is linked to and logged with the keyword or marketing campaign session. When the contact number is used it is funneled through the call tracking service and a record is created in a central database that correlates all the contact information to the keyword and advertising source before the call is forwarded on to the clients regular phone numbers.
Campaign level reports can be generated for review or can be integrated into analytics packages like Google Analytics or Omniture Site Catalyst. This process tracks phone calls directly back to the specific online marketing campaign that generated the contact. Effectiveness of each line of marketing activity can be efficiently compiled without any additional human effort. Ineffective marketing efforts can be identified and eliminated quickly.
When using call tracking services there is no need to pay for a bank of telephone numbers. By doing away with the unused inventory of phone numbers and only paying for a number when the click generates it, savings are felt immediately. The fee charged is minimal when coupled with the per-click cost which improves accurate ROI figures. Flexibility can be programmed into the code to create local numbers for geographically targeted campaigns or to track other advertising sources like radio or TV marketing programs.
Overstock.com, Drugstore.com, Nikon and eHarmony are just a few of the mainstream companies utilizing call tracking services to effectively manage their customer relationships and improve customer satisfaction when the consumer contacts call centers. The same central database created by the marketing activities of the call tracking software can be accessed by customer service representatives when the customer calls with an issue about a product or the company. Used as an incident management system to record all client activity customer service representatives can resolve problems within the framework of a single phone call by using the call tracking knowledge base.