In my day job, I find myself recommending and implementing call tracking solutions for a wider variety of clients than ever before.
But the more I bring it up, the more objections I hear. Some reasons are legit, others are pure ignorance. That’s not to say my clients are ignorant (quite the opposite, they ROCK) but sometimes their thought processes need a quick kick in the pants.
Here are the top 10 reasons I’ve heard NOT to track inbound phone calls. How many of these have you heard? Any I’m missing?
1. My customers only interact online and have no need to call my business
You’d be crazy not to have a phone number listed on your website. Some customers want to give you money but have a hard time checking out, signing up or finding a crucial detail on your site. Eventually they’ll give up and go somewhere else unless you make it easy for them to contact you for help.
2. I don’t think the extra investment in call tracking will yield any return
I have to call BS on this one! If you’re already spending money on PPC ads, SEO or other media, a small percentage invested in proper analysis of phone calls will make your paid campaigns much more efficient and more than pay for itself in no time.
3. I don’t get enough phone calls to justify the expense
This may be true if you only get a handful of calls each month. But don’t you want to get MORE phone calls? Even if you do it the old fashioned way with pen and paper, keep track of where your successful phone calls come from so you can focus your marketing efforts on those sources.
4. I already know how people find my phone number
Don’t bet money on a customer’s memory.
5. I already know the outcome of all of my phone calls
Again, how can you really be sure? What about the calls that go to voicemail when you’re out to lunch or hang up during a long or confusing prompt system? Recording these calls can shed light on abandoned calls that could have turned into business.
6. I don’t have time to analyze the calls
If you only have time to listen to 10 calls per week, do it!
7. Web analytics already tell me how many conversions I’m getting
Sure, any web analytics tool can report back to you on click-based conversions, leads, downloads and sales. But the moment a website visitor picks up the phone to call you, that conversion is not counted in your ROI calculations. You could be missing 50-75% of your leads when deciding how to allocate your marketing budgets.
8. I just want the phone to ring, all phone calls are created equal
Not so fast. Some of your marketing efforts could be generating a disproportionate number of customer service or unsolicited sales calls. These calls are less likely to result in new customers so you’d want to know this when comparing ROI across multiple traffic sources.
9. I don’t want to confuse people with different phone numbers
When they need you, they’ll find your number somehow.
10. The people that answer my phones don’t care where calls come from
This is another common response, and I often recommend crafting a “whisper message” to help craft a more personalized response from your sales people. If the call came from a source promoting a special offer (i.e. a Facebook ad with a 10% off coupon), your sales people may be able to pick up some extra commissions by customizing their sales pitch to the offer and ad.
The Bottom Line
People are naturally resistant to change, especially when it might involve them having to do more work or wade through more data. But the problem is not that call tracking data are not valuable, it’s that the data are often not aligned with a client’s objectives or incentive structure. Find a way to package call tracking that helps them look good and you’ll soon gain their trust and hopefully their business!
(CC Photo Credit: Tim Ellis on Flickr)