You know that you need to record customer phone calls to gain valuable insight into the sales process, but which information is most important? At Call Sumo, we have found that the following data provides the most useful feedback to our clients:
Volume of phone calls
Call Sumo Call Tracking enables you to track your incoming calls automatically based on perimeters you set. Common call tracking times include hourly, daily, weekly, monthly, and annually. Another benefit is that your agents know before answering the call if it’s coming from a pay-per-click (PPC) advertising campaign or not. This makes it easier to determine your PPC advertising budget going forward.
Length of calls
A caller who asks a lot of questions about your product or service is much more likely to turn into a qualified lead than one who is off the call in 15 seconds. Call Sumo makes it possible to pinpoint high-quality leads so you know which ads, campaigns, keywords, and landing pages produce the longest phone calls. We encourage clients to establish a minimum call length based on the company’s typical sales process.
The location and time of day of calls
When you sign up for an enhanced campaign with AdWords, you can adjust your bids based on the location and time of the call as well as the device where it originated. You can also spend more money for ads shown to people in a geographic area that has produced high sales in the past.
Better insight into landing pages
The purpose of a landing page is to get a visitor to fill out a form and have someone from your company contact him or her with more information. When you don’t have call tracking in place, it’s impossible to get a clear sense of your conversion rate. Since some customers prefer to make direct contact instead, you need a program that lets you know which landing pages produced the most calls and which of those eventually turned into conversions.
No other call metric matters as much as conversions
After all, that’s why you’re in business. Whether a prospect becomes an immediate customer or it takes several months to bring him or her on board, it’s important to trace it back to the first phone call to determine your PPC cost. This also provides a clear understanding of your sales cycle. Lastly, Call Sumo allows you to compare conversion rates from phone calls to conversion rates from Internet leads to see which is serving your organization most effectively.
