Call tracking helps dealerships capture prospective customers at the point of interest, when they show intent, rather than prompting an email form to generate a call later. Data (and intuition) shows this leads to higher conversion rates and happier customers.
However, as businesses devote more of their marketing budget to digital platforms, we notice they often devote more energy to tracking online responses only. If your main focus is electronic shopping carts and forms-fills to service customers, that’s great, but the automotive sales process is a highly consultative one, and you may be underwhelming your prospects who prefer human interaction right away if your call-to-action is a form-fill.
This presents a dilemma for general managers: How do you optimize your website to present the right calls to action, including addressing those who want to have a question answered and make an appointment all in the same sitting?
Until now, measuring phone responses has been hit or miss (think: How did you hear about us?). That, plus the need to have a friendly, patient sales agent live and ready provides reason for many Internet managers to de-emphasize phone calls as a lead source to be optimized.
Breakthroughs in call tracking innovation, however, provide marketers the ability to quantify the offline impact of their online presence at a keyword level. By showcasing a clearly displayed telephone number on your website, prospects can simply call for information to help finish the sale. Otherwise, the alternatives almost always end badly – either the session times out or the customer goes elsewhere to make the appointment.
This measurement revolution is made possible because of the great strides in call tracking sophistication over the years. Call tracking has historically consisted of telling the merchant how many callers came from a particular media type (i.e. billboard, yellow pages etc).
Today, advanced call tracking solutions provide a hitlist of actionable data that shows the full picture of responses from every sort of digital campaign (PPC, organic, email, display) that drives a phone call. This means Internet managers can now quantify the offline impact of their online presence at a campaign level by identifying which keywords are generating phone calls.
We're working hard to create these call tracking tools and more that allow businesses to gain greater insight into how their marketing dollars are performing. Our goal is to bring accountability to what used to be a guessing game, making advertising measurable and our dealers smarter marketers.