Call Tracking « Mongoose Metrics

Call Tracking

Exploding Growth of Mobile Search Makes Call Tracking Essential for the Automotive Industry

Visitors to mobile auto sites grew 463% over the course of one year. The demand for mobile phone conversion solutions is critical. With the rise of mobile internet becoming the leading platform of web browsing, dealers must address this channel now or risk losing revenue.

Mobile Call Tracking Drives Conversion for Dealers

With one in seven searches happening via mobile, automotive retailers can’t afford to ignore the growing demand for mobile conversion solutions. A comScore study reported 21% of users access auto content almost every day and 48% access the content one to three times a month. Combining call tracking features with mobile conversion optimization enables marketers to engage mobile visitors, drive mobile sales conversions and help create competitive advantage. Consider the example scenario below:

Jane is looking to purchase a new car. She opens Google on her mobile browser and searches for “Used Ford Escape Dallas, Texas” This search takes her to a number of results, showing many options of used Ford vehicles being offered at various dealers in the Dallas region. She clicks on a prominent search result for John Ford Auto.

We know she is in the Options stage of the Buying Process, and we only have 9 seconds to get her attention. Using Mongoose’s Mobile Call Track technology, John Ford Auto pushes a special mobile alert to Jane 5 seconds into her visit that says, “We have your SUV, touch to call us now.” Jane clicks the mobile alert and her mobile phone populates with the number for John Ford Auto. The dealership gets the sale and Jane drives away in her Ford Escape. John Ford Auto knows that they won the sale thanks to Mongoose technology – because the conversion and phone call are recorded for easy tracking.

The Mongoose Metrics’ Mobile Call Track solution for automotive offers several powerful features for customers that are serious about making mobile a part of their automotive marketing strategy:

Right Time, Right Place action triggers, which rescue visitors before they abandon your mobile website.
Increase & Measure Conversions – Auto dealers realize an immediate lift in mobile conversions of up to 30%– with ROI potential to increase overtime from 45 – 100%.
Seamless integration – Integrate with web analytics, bid management and CRM software for easy, consistent reporting.

With a growing number of searches being conducted via mobile phones, having statistics to understand the behavior of your customers is critical. The power to increase mobile conversions is yours. Are you equipped to drive more sales from your mobile site? Start now by contacting us today!

Analytics / Call Tracking / CRM / Integration / Mobile Marketing / Offline Advertising / PPC / Search Marketing / SEO — No Comments
6
Oct 11

Conversion Rates are 41% Lower on Mobile – Boost Your Mobile Conversions With Mobile Call Tracking

There are more than 300 million mobile phones in the U.S. (a number close to our country’s entire population). At least 12% of their time is spent on mobile sites. Your prospects have an attention span of about 9 seconds. If you don’t capture their attention within that short amount of time, you risk losing the conversion. With mobile growth exploding, the demand for mobile phone conversion solutions is critical. Boost your mobile conversions with Mongoose Metrics’ Mobile Call Track Suite.

Mobile Call Tracking Drives Conversions

With one in seven searches happening via mobile, marketers can’t afford to ignore the growing demand for mobile conversion solutions. Combining call tracking features with mobile conversion optimization enables marketers to engage mobile visitors and drive mobile sales conversions.

Consider the example scenario below:

Sally is looking to purchase a new HP laptop computer. She does what 99% of people in the U.S. do when they’re researching new products – she searches Google. Sally opens her mobile browser and searches for “HP laptops on sale Cleveland, Ohio” This search takes her to a number of results, showing an array of HP laptops being offered at retailers throughout the Cleveland, Ohio region. She clicks on a search result for Bob’s Computers.

We know she is in the Options stage of the Buying Process, and we only have 9 seconds to get her attention. Using Mongoose’s Mobile Call Track technology, Bob’s Computers pushes a special mobile alert to Sally 5 seconds into her visit that says, “We have your laptop, touch to call us now.” Sally clicks the mobile alert and her mobile phone populates with the number for Bob’s Computers. Bob gets the sale and Sally gets her new HP laptop. Bob knows that he won the sale thanks to Mongoose technology because the conversion and phone call are recorded for easy tracking.

The Mongoose Metrics’ Mobile Call Track Suite offers several powerful features for customers that are serious about making mobile a part of their marketing strategy:

Right Time, Right Place action triggers- which rescue visitors before they abandon your mobile website.
Increase & Measure Conversions– Realize an immediate lift in mobile conversions of up to 30%– with ROI potential to increase overtime from 45 – 100%.
Seamless integration – Integrate with web analytics, bid management and CRM software for easy, consistent reporting.

Analytics / Call Tracking / CRM / Mobile Marketing / Offline Advertising / PPC / Search Marketing — No Comments
29
Sep 11

The Forgotten PPC Metric: Phone Call Conversions

Pay per click (PPC) advertising is used to drive traffic to your brand’s website, and is typically measured using online analytics. However, the most successful PPC campaigns are those that can capture and associate any form of lead conversion with a specific campaign, ad, keyword and landing page.

The missing, and often forgotten, piece to this lead conversion picture is the phone call. To effectively capture these offline conversions and tie them to your PPC campaigns, you need to integrate a PPC call tracking solution.

PPC 360° — Tracking a Complete View

When you combine phone calls with online form completions, you can gather valuable insight into campaign performance that will help you evaluate your PPC campaign and maximize returns. Specifically, you can use this information to evolve:

Keyword Selection: With call tracking and web analytics, you can identify the keywords that are driving lead conversions. Use this information to understand what terms drive the highest quality traffic, and then build out your campaigns using these terms, and direct synonyms, to increase conversions. At the same time, cut back on, or eliminate, the keywords that don’t result in conversions.
Bid Management: With the top lead-producing keywords identified, you can better manage how much you are willing to bid on each for top placement. If you know a keyword drives conversions, you can use ROI to justify spending more money per click. At the same time, you can reduce spend on keywords that are not driving adequate lead volume.
PPC Advertising Budget: With call tracking and web analytics showing you all lead conversions, you can make informed decisions on whether you are receiving an acceptable ROI on your PPC investment, and compare its return to other marketing and advertising initiatives. Depending on PPC rate of return, you may consider allocating more budget toward your campaign, or conversely, shift budgets away from PPC advertising to other, more effective marketing campaigns.
Landing Page Design and CTAs: The most successful PPC campaigns have a clear call to action, for example make a purchase, fill out a lead form, download content or call for additional information. Evaluate landing page design and CTA performance based on both online and offline conversion data. What may look like the best CTA in online analytics may not prove the best when you account for phone calls. Understand how your audiences prefer to communicate and what resonates with them, and then prompt them to take action based on their preferences as to improve conversion rates.

How to Integrate Call Tracking into Your PPC Campaign

The reason for integrating call tracking into PPC advertising is clear: it provides a full picture of campaign performance, helping you make informed investments.

Here are four quick steps to get started with call tracking for PPC.

First, work with a call tracking provider for initial setup.
Add call tracking numbers throughout your website, either by manually placing them on individual landing pages or integrating a call tracking Javascript snippet into your website’s HTML code.
Next, integrate PPC call tracking into your paid advertisements. Google offers a phone number ad extension, or you can also integrate numbers into ad copy or within the imagery of display ads.
Finally, assess complete ad performance and conversion rate by feeding your call-tracking data into web analytics and PPC platforms. Depending on the call tracking solution used, this data can be automatically piped into your PPC account dashboard.

With call tracking integrated into your PPC campaigns, you can have a complete view of conversions, even when a lead picks up the phone to call. Analyze your campaigns; test new keywords, ads, bid strategies and landing pages; then evolve based on conversion data, and start the process again.

What successes have you had using call tracking for PPC?

Analytics / Call Tracking / CRM / Integration / Offline Advertising / PPC / Sales — No Comments
14
Sep 11

Less is More…Funneling the Right Sales Leads for Higher Conversions

Poll your sales team: Would they rather receive three well-qualified leads from marketing next month, or 15 cold ones? Well-qualified leads will win every time.

Even with sales cycles lengthening and becoming more complex, a 2011 SiriusDecisions survey of B2B sales and marketing leaders found that top-performing companies are using business intelligence technology to approach the sales pipeline with an emphasis on identifying higher-quality leads.

The concept may seem counter-intuitive, but less, better-qualified leads are actually easier for sales to work with:

Sales representatives have busy calendars. Filling them up with calls or meetings with non-qualified leads is a waste of time and resources.
Cold calls or reps that come off as too aggressive too early in the buying cycle may turn off potential customers that are not ready to make a purchase decision, ruining chances of future sales.
When marketing is able to hand a lead over to sales with a complete history already established, it leads to a shorter process for the rep, and shorter sales cycle overall.
Sales can tailor messaging to leads that have qualified themselves, making each interaction more effective.

“Too many raw, unqualified leads can create a clogged marketing and sales process and an unhealthy sales funnel.” —Why Your Sales Force Needs Fewer Leads, PointClear, LLC

Today’s marketing and sales business intelligence technologies—including web analytics, call tracking, and CRM systems—enable marketers and sales reps to work together to maintain a tighter pipeline-to-quota ratio and grow sales.

Complete Analytics Qualifies Marketing Leads

Spending on online advertising specifically aimed to generate leads has grown by $12 billion in the last four years. Once you have a lead’s attention, tracking activity and scoring leads is made simple through comprehensive analytics that measure online and offline activity.

Web Analytics

Consumer buying habits indicate that overall, 43 percent of consumers go online to research before buying. This number increases for technology purchases, as well as other complex purchases.

Track online activity to target your most qualified leads. If marketing can remove the qualification process from sales’ plate by placing leads into a nurturing program, assessing actions, and profiling the most qualified prospects, it can confidentially deliver a narrow list of well-qualified leads (and their lead history) to sales.

Call Tracking

Web analytics are great, but all is lost when a lead picks up the phone. When a lead calls, he or she is taking a proactive step in the decision-making process, and you should have the technologies in place to track and report on these prospects.

Integrating call tracking with marketing activities through one-to-one and Javascript integration, you can monitor offline lead activity, including how leads found you and what prompted them to call. Analyze these reports to score and qualify leads that reach out to you by phone.

CRM Systems

What tools are best used to house lead history, and combine efforts of marketing and sales? A sound customer relationship management (CRM) system is a necessity to make the process between marketing and sales flow effectively.

Track lead timelines, history, actions, touchpoints, demographic and firmographic information, who’s responsible for the lead (sales vs. marketing), and more with CRM software. You can also use a CRM to evaluate and prioritze all leads in your database.

Good Lead, Bad Lead.

Another challenge for marketers is defining a qualified lead. Once you have compiled your lead history, what should you look for, and what information should you provide to sales?

What determines a qualified lead will change for specific business cases, but here’s a list to get started. Consider these parameters when building lead forms so you have the information needed to evaluate:

Budget
Decision-making timeline
How the lead found you
Lead history, interactions and touch points

Have you found success with a “less-is-more” approach to sales leads? Share your experiences in the comments below.

Analytics / Call Tracking / Social Media — No Comments
27
Jul 11

How to Monitor Twitter Lead Conversion with Call Tracking and Google Analytics

Twitter can be an effective and valuable option for your company to build brand awareness, exhibit expertise, share valuable resources and generate leads and sales.

If your business is using Twitter as part of a marketing campaign, you should be measuring the effectiveness of your efforts. Through technology solutions, such as call tracking and web analytics, you can gather valuable data on audience response to your Twitter activity and calls to action.

Tracking Conversations from Twitter

Ideally, your Twitter activities and marketing efforts associated with the platform will result in lead conversions, some of which may occur by phone. To track these
conversions, you should consider introducing call tracking into your Twitter strategy, and configuring analytics to track Twitter-related visitor activity.

Below are three ways you can integrate call tracking with your Twitter account to capture conversions that happen via the phone:

Within Your Profile — Assign a unique tracking number to your profile, and add it to the “bio” section under profile settings. The number can direct customers to your general business line, customer service center or sales department. (Remember that the bio has a 160-character limit, and a tracking number with hyphens will take up 12 characters).
Within Your Tweets — Assign a unique tracking number to an individual tweet or to your entire Twitter campaign. These numbers can be used to track responses from limited-time offers, customer service referrals, direct messages (DMs) and more. (Remember: tweets must be 140 characters or less).
Within Your Website — By integrating the call tracking Javascript snippet throughout your site, a visitor’s traffic source — direct traffic, search engine, referring site, etc. — will be recorded, and they will be shown a unique call tracking number. As soon as a call comes into this number, the call tracking platform associates it with the person’s traffic source and records it for later review.

When a visitor comes to your site from Twitter, then calls, the conversion is associated with Twitter and reported in your dashboard. This enables you to track calls from Twitter, thereby helping you to evaluate its ability to generate leads and evolve your Twitter strategy to increase conversions.

Twitter Conversion Tracking Through Analytics

Google Analytics can also offer insight on traffic received from different online sources, including social media accounts like Twitter. Under the Traffic Sources tab, you can set up Advanced Segment filters, giving Google Analytics rules for segmenting traffic from specific sources (such as Twitter and Hootsuite) as you define.

Once you’ve identified and setup Twitter, and any URL shortener sites, to be tracked as referring social sources, you can drill into the information — number of visits, pageviews, time spent on site, bounce rate and online form completions — that will help you better evaluate Twitter’s ability to generate leads.

If you feed your call tracking conversion data into Google Analytics, you can quickly obtain a holistic view of lead generation — both online and offline — that result from your efforts on Twitter, and you can more effectively measure and evolve your Twitter campaign based on ROI.

Has your company integrated call tracking into its Twitter account or other social profiles? If so, what have you found effective for enticing customer responses?

Analytics / Call Tracking / Mobile Marketing / PPC / Search Marketing — No Comments
19
Jul 11

Track Mobile Advertising Campaign Conversions with Call Tracking and Web Analytics

Smartphone adoption continues to explode with the ever-improving advancements in mobile technology. The introduction of faster networks and phones, greater data sharing capabilities and better user interfaces have enabled smartphones to dominate the mobile market.

According to a May 2011 report from comScore Inc., 76.8 million Americans use smartphones — 11 million more users than the previous three-month period. Additionally, Nielsen’s May survey of U.S. consumers concluded that 38 percent of all mobile consumers now own smartphones.

More companies are integrating mobile advertising into their marketing campaigns in response to consumer behavior and trends.. In fact, comScore Inc. reported that spending on mobile advertising in the U.S. is projected to reach $2.5 billion by 2014.

Mobile advertising offers companies the ability to reach busy consumers.. Using web analytics and call tracking, marketers can find the data needed to track consumer behavior and conversion rates, and evolve their campaigns to be more effective for targeting mobile audiences.

Mobile Advertising and Marketing Tactics

The following provides details on three common mobile advertising/marketing options, and how to effectively track results.

Mobile display ads

Display advertising strategically places a company’s ad and a concise call to action among relevant content — e.g. within an app, video or mobile site. Mobile display ads consist of text, logos, images, banners or maps whichdirect a user to the company site, conversion form or phone number.

Similar to desktop advertising, mobile display ads are tracked by web analytics and call tracking systems which monitor the conversion rates of individual ads.

While web analytics will provide you with information on visitor behavior and click through patterns, the call tracking number associated with a campaign will capture a caller’s mobile conversion source and other relevant information. Together, these tools will provide you with lead details needed to track campaign effectiveness and improve sales follow up.

Mobile PPC

Mobile PPC, or pay-per-click, is used for mobile search advertising. According to Google, mobile search queries represent approximately 15 percent of all search volume, and continue to grow at a rapid pace. In response to this growing opportunity, advertisers are turning to mobile PPC campaigns.

Click-to-call functionality makes mobile PPC particularly convenient and effective for mobile searchers seeking immediate information. However, to properly evaluate the results of your campaign, you should consider integrating PPC call tracking into your paid ads and web analytics and call tracking on the designated landing page(s).

Mobile Text Messaging (SMS)

Text message campaigns are used by a range of organizations to connect with audiences on the go, providing customers with easy access to relevant information.

For example, Scotts Miracle-Gro’s SMS campaign provides mobile users with a short-code texting option that automatically sends tips on lawn care, and upon activation requests an email address for delivery of the campaign newsletter. In essence, Scotts has leveraged mobile marketing efforts to further engage its customer base and drive email subscriptions.

Additionally, local and service-based businesses can include call tracking numbers within mobile SMS campaigns to better track customers who then make appointments or reservations, purchase tickets, cash in on special offers, or simply call with questions.

Tracking Mobile Campaign Performance

Smartphones offer users the accessibility to surf the web, find information relevant to their needs and take immediate action, such as access a website or call a local business or hotline. With effective mobile campaigns in place, along with data from analytics and call tracking tools, you can properly evaluate your efforts and capitalize on this fast-growing marketplace.

Have you integrated mobile into your advertising and marketing campaigns? If so, what have you found effective for monitoring conversion rates and overall success?

Additional Resources:

Analytics / Call Tracking / PPC / Search Marketing — No Comments
12
Jul 11

Determine the “Why” of Conversion Rates with Web Analytics and Call Tracking

Whether you’re investing in a multi-faceted marketing campaign, or you want to evaluate the main calls to action on your website, one of the most important metrics in determining the effectiveness of your marketing efforts is the conversion rate of audiences to leads.

However, looking at the conversion rate alone is not enough information to help you determine how to improve campaigns and increase conversions.

Instead, you must look at the full scope of data available to you through web analytics and call tracking tools. Together, these will help you paint a detailed picture of how your target audiences interact with your marketing efforts, and give you the information you need to better evolve your campaigns.

What Conversion Rates Tell You – Using Web Analytics and Call Tracking

The conversion rate, or frequency at which someone takes a desired action and becomes a lead, gives you the percentage rate of success your calls to action yield.

Utilizing both web analytics and a call tracking solution will help to you track both on- and offline conversions—for example, lead form completions and phone calls—for an accurate representation of marketing optimization. This is particularly important when analyzing campaigns across several mediums, such as TV, print and online.

The conversion rate will help you answer questions about what is working: which aspects of your campaign are, and are not, successfully converting audiences into leads. But, it won’t explain why: why individuals respond better to one campaign over another.

It isn’t until you are able to answer “why” that you can make strategic adjustments to your campaigns that increase lead generation and increase ROI.

Answering the “Why” of Conversions with Web Analytics and Call Tracking

Let’s say your PPC campaign yields 10 percent more leads than your TV ad. While that number is useful for identifying one campaign’s effectiveness over another, it doesn’t tell you why this is the case.

To gather this information, you have to dig deeper into website analytics and call tracking data. Below are key metrics to evaluate that can help you identify why and how different elements of your campaign impact conversion rates:

Conversion Source (i.e. PPC ad or offline TV ad) — What sources drove conversions? Use this information to analyze the headlines, messaging, calls to action, or promotions that tend to result in lead activity, and which don’t.
Conversion Web Page — If a marketing effort drove visitors to your website, what was the last page they viewed before completing a lead form or calling? Again, look for headlines, messaging and calls to action that motivate visitors to convert.
Exit Rate / Bounce Rate — What pages are least likely to encourage a visitor’s conversion? Where are visitors leaving your site from, and how do these pages differ from those that generate leads?
Pages/Visit and Pageviews — On average, how many pages does someone view before converting, and what topics are they interested in? If multiple pages exist on the same topic, which of these pages perform best? Is there a way to consolidate information into one highly effective page?

How often do visitors click through your site and then exit, signifying that they couldn’t find what they were looking for? What content can be added to your site that will help prospects find what they need?

Use the Data to Evolve Your Campaigns

Use the information available to you through website analytics and call tracking tools, in conjunction with your conversion rates, to take a holistic view of your marketing performance. Evaluate what elements of your campaigns work, which need to be adjusted and how these pieces work together to yield conversions and sales.

By analyzing this data, you can extract valuable details about what your audiences like and dislike, what information they’re looking for and what messages resonate best. Then, you can create an action plan to better meet these preferences. Use A/B testing to further test your theories before full implementation.

What data do you use to analyze conversions?

Call Tracking / Examples / Integration / Offline Advertising — No Comments
5
Jul 11

3 Ways Call Tracking Moves Leads Through the Funnel

Lead conversion data — such as traffic source, keyword searched, web page visits, conversion type and past interactions — can help marketers understand what channels and activities motivate prospects to take action, and also help sales professionals better prioritize and customize sales pitches.

Platforms like HubSpot and Google Analytics, make it easy to track online conversion data (i.e. contact form completions), but what about when a lead picks up the phone and calls? To capture these offline conversions, marketers need call tracking.

Following are three ways call tracking can help to move leads through the sales funnel.

For more details about how to integrate call tracking with your online marketing and measurement tools, read our recent guest post on Hubspot “3 Ways to Track Offline Lead Conversions with Call Tracking.”

1. Lead Generation

To fill the top of the sales funnel with quality prospects, you need to continuously analyze how leads find you and what they are interested in. Armed with this information, you can evolve campaigns to focus more resources and budgets on those activities proven to generate lead conversions.

Call tracking can support this effort by accurately recording offline conversions (i.e. phone calls) and associating each with a specific marketing initiative.

As a visitor arrives to your website or landing page, source data, such as referring site (i.e. search engine, business directory) and keyword query is captured, and he or she is shown a unique tracking number. As soon as a call is placed to this number, the source information and conversion are logged.

From here, this data can be combined with online conversion data to:

Improve website optimization and content marketing efforts by targeting the keywords that have proven to generate leads — whether they come from online or off.
Enhance PPC campaigns by associating conversions with campaigns, ad groups, ads and keyword bids, and then adjusting ads and budgets based on ROI.
Adjust calls to action and messaging by reviewing what seems to resonate with target audiences, and apply this knowledge to other initiatives.

2. Lead Nurturing

After a person has converted into a lead, your job as a marketer is to activate a nurturing campaign that guides them further down the sales funnel. To do this, you need to share useful resources, product details and/or promotions that keep prospects engaged and interested, and your business top of mind.

Call tracking can enhance lead-nurturing campaigns by tracking offline conversions that take place after a prospect has already converted into a lead. For example:

Content Downloads — Integrate a unique tracking number into eBooks, reports, whitepapers and other content downloads. All calls that come in as a result will be associated with the proper content piece and tracked as a requalified lead.
Online Webinars — Similarly, by including a tracking number in webinar call-to-action slides, you can associate resulting calls with the webinar that prompted them.
Lead Nurturing Campaigns — By including tracking numbers in lead nurturing emails and any corresponding landing pages you can associate calls with these efforts.

Using this data, and similar data pulled from online conversions, you can update your content and lead-nurturing campaigns to include calls to action, headlines, promotions and messaging that have proven to re-engage leads, and identify and update the areas that need work.

3. Sales Conversions

To effectively close leads, your sales professionals need to be able to identify a prospect’s need and customize a sales pitch to prove how your product/service can satisfy it. Conversion data collected during the lead-generation and lead-nurturing phases can help simplify this process.

With call tracking, you can capture useful background information for all offline conversions, including traffic source (i.e. referring site, keyword searched, PPC campaign, drip campaign email, content download), last web page visited prior to calling and caller I.D. In addition, you can record incoming calls so that sales professionals can listen to, and get caught up on, what was previously discussed.

By then feeding this information into a CRM, and combining with online conversion data, you can create a comprehensive lead profile, which sales professionals can use to:

Prioritize follow-up communications.
Learn more about a lead’s needs or topics of interest.
Tailor sales pitches.
Engage the prospect.

Do you use a call tracking? If so, how has it improved your inbound marketing campaign performance?

Analytics / Call Tracking / Integration — No Comments
29
Jun 11

Integrate Web Analytics, Call Tracking and CRMs in One Marketing Dashboard

The most useful marketing performance reports are built on a foundation of comprehensive data collection. They include accurate and complete information covering all possible marketing interactions, ranging from website visits to phone calls to customer conversions.

Digital marketing agencies and corporate marketers rely on these reports to effectively optimize marketing campaign performance, identify trends and opportunities, draw conclusions, and then make campaign update decisions based on meeting goals and increasing ROI.

Generating these reports requires the proper tracking tools, understanding which metrics matter most and effectively combining all this information into an easy-to-review dashboard.

Following are the main things to consider when building your own marketing reports:

Integrate the Proper Tools

You need to be able to capture and record audience interactions online and offline, from new leads to lead conversions in order to properly track campaign performance. This requires the use of:

Web Analytics Platform (e.g. Google Analytics) — To capture sources of website traffic, what actions visitors take while on your site and online form completions.
Call Tracking Software (e.g. Mongoose Metrics) — To track phone conversions and associate them with a marketing initiative and website activity.
CRM Solution (e.g. Salesforce) — To close the loop on your marketing efforts, show which activities generated leads that converted to customers, and accurately determine ROI of marketing activities.

Measure Performance With Metrics

With the appropriate tracking technologies in place, it’s time to define the metrics you are going to use to show marketing campaign performance.

This starts with indexing all the various activities involved in your marketing campaigns, and then identifying how your audiences may interact with each. In addition, you’ll want to track how they interact with your company over time. Some common metrics to consider include:

Source: Referring website, call source (i.e. offline ad), PPC campaign/ad group/ad/keyword bid, email click through, keyword search.
Engagement: Click through rate, ad impressions, page views, bounce rate, time on site, last URL visited, repeat visits.
Conversion: Conversion rate, cost per conversion, form completions, phone calls, resource content downloads, coupon submissions.
Sales: Cost per acquisition, lead-to-customer conversions, contract renewals, up-sells.

The metrics you select should help you answer the following questions:

Are your marketing campaigns satisfying the targeted business objectives?
Are your marketing activities generating responses from target audiences?
What topics, messaging, promotions/specials, or calls to action seem to resonate best with audiences?
How qualified are the audiences you are reaching?
Are they taking the actions you want them to take?
Is the conversion rate in line with expectations?
Are campaigns generating high quality leads?
What type of return are you getting on your marketing investments?

Create a Marketing Dashboard

To simplify creating reports that answer these questions, consolidate your critical metrics from your tracking tools into a marketing dashboard. Select web analytic, call tracking and CRM solutions that can feed information to each other through the use of APIs.

By connecting performance metrics across tracking tools and reporting silos, marketers can create a complete, closed-loop marketing picture and be better prepared to review, evaluate and make campaign update decisions.

The following Mongoose blog post outlines some of the benefits of marketing dashboard and how to identify what should be included — Putting Performance Metrics into a Single Marketing Dashboard.

What technology and metrics do you use when structuring your campaign performance reports?

Call Tracking / Features, Tips, & Announcements — No Comments
28
Jun 11

Social Proof: Testimonials for Call Tracking

Social Proof: Assuming the actions of others reflect correct behavior for a given situation.

You like us on Facebook and more than 12,000 of you follow us on Twitter. Thanks! But with all the buzz about social media and the benefits of social proof, marketers often overlook one of the simplest – yet often elusive – tactics for building credibility with prospects: the testimonial.

Brian Clark, of Copyblogger fame, says testimonials are, “Intermediated word-of-mouth marketing, and they do work when credible.” He adds, “In fact they work very well indeed if you work hard to get the right kind of testimonial. They can provide the much-needed social proof that tips a wavering prospect into a paying customer.” Read more about Clark’s best practices for generating customer testimonials.

Testimonials for Call Tracking

Mongoose Metrics CEO Bradley Reynolds draws two winners for the company's testimonial contest. Winners received a new iPad2.

In the spirit of garnering good word-of-mouth about the benefits of call tracking, we’re delighted to announce the winners of Mongoose Metrics’ testimonial contest. Our CEO, Bradley Reynolds, randomly drew the winners in a drawing today. Each of these lucky customers is the proud owner of a new, iPad2:

Ben Pate, Co-Founder & COO of Web1 Syndication, Inc. www.web1syndication.com

Daniel G. Hidalgo, Senior Marketing Director, www.baldwinresearch.com

In all, 12 Mongoose Metrics call tracking customers entered our testimonial contest by providing us with stories about how and why they use call tracking to better understand offline conversions and optimize their marketing spending accordingly.

Read what they had to say about how call tracking helped their businesses grow.

Many thanks to all who entered:

Randy Abair, iMarket Solutions

Larry Bloodworth, Certified Transmissions

Ken Diamond, www.myoxygencontrator.com

Richard Guy, Dynamite Veterinary Marketing

Kristen Rakoczy, Ferocious Media

Tom Elliott, CKMG

Isaac Berkovits, AceWeb

Jason Owen, iContact.com

Michael Cohen, Green Dot Advertising & Marketing Solutions

Andy Anderson, CDC Federal Credit Union