Posts Tagged: offline conversions

Analytics / Call Tracking / CRM / Integration / Mobile Marketing / Offline Advertising / PPC / Sales / Search Marketing / SEO — No Comments
7
Oct 11

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!

Call Tracking / Integration / Offline Advertising / Search Marketing — No Comments
22
Jun 11

How to Integrate Call Tracking into A/B Testing

Call Tracking for A/B TestingThe beautiful thing about today’s tracking and reporting technologies — such as web analytics, call tracking and CRMs — is that marketers can use them to test which campaign aspects are better at converting audiences into leads. One way this is done is through A/B testing.

A/B testing enables you to evaluate how well a control version (“A”) compares in performance to a test version (“B”), which may have a different message, call to action, web page layout, color scheme and/or imagery. This type of testing is often used in ads, direct-mail pieces, email marketing and landing pages.

To accurately track performance, you’ll need to capture and record online and offline conversions for both the control and test versions. This can be done with web analytics for online conversions, and call tracking for offline conversions.

Following are the ways you can integrate call tracking into your A/B tests:

Integrate Call Tracking with A/B Testing

For those A/B tests that take place off your website — such as TV ads, direct mail, email newsletters, etc. — associate and integrate a unique call tracking number into the control version and another into the test version. As calls come into these numbers, the call tracking solution will record the conversions and associate them with each test version.

For website and landing page A/B testing, you can install a Javascript snippet provided by your call tracking vendor into the code of your web pages. When a visitor arrives to your site, the web page test version they landed on will be logged and he or she will be shown a unique tracking number via the Javascript. As a call comes into this number, a conversion will be recorded and associated with the corresponding control or test version of the web page.

Note: It is possible to manually add a unique tracking number to each A/B test page, but if a visitor leaves this page and goes to another on your site, the ability to associate offline conversions with an A/B test version will be lost. By installing the Javascript throughout your site, the tracking number follows them from page to page.

Once you have integrated the call tracking numbers, launch both the “A” and “B” test versions simultaneously and allow them to run until a statistically significant data set is collected.

Monitor and Analyze Your A/B Tests

To determine which version performs better, combine both online and offline conversions of each version to form a complete lead-conversion picture.

If your control “A” converted more, that’s the version with which to move forward. Likewise, if test “B” converted more, make this your updated standard. For an additional layer of data, integrate conversion data into a CRM to associate A/B test versions with sales.

Armed with this information, you can confidently make updates to your campaign based on conversion rate, lead quality and ROI.

For more information about A/B testing, visit the ion interactive blog.

 

Analytics / Call Tracking / Examples / PPC — No Comments
12
Jan 11

Are Your Web Visitors Converting Offline?

“I know that half of my advertising dollars are wasted. I just don’t know which half.” This often-quoted sentiment by early 20th century marketer John Wanamaker – founder of Wanamaker’s, the world’s first department store and considered the father of American advertising — can easily be applied to 21st century web marketing.

wanamakerToday’s web analytics industry has solved Wanamaker’s dilemma – to a degree.

Sophisticated Fortune 500 marketers and small business alike have embraced online marketing analytics and in turn, have improved their ability to convert web visitors into leads, made millions – if not billions — of dollars and most likely killed traditional media in the process.

But despite the promise of web analytics, Wanamaker’s unknown percentage still exists and the biggest mysteries in today’s online marketplace are offline conversions (calls to a business or visits to a retail outlet).

A 2006 comScore study commissioned by Google found that 63 percent of Website visitors completed their purchase offline. This means the source of a majority of leads may be left to question using website analytics alone. Additional research supports this fact: Forty-six percent of local online searchers contacted a business by telephone following their Web research (TMP Directional Marketing and comScore, summer 2009).

Phone call conversion tracking provides the answer. Most-commonly known as call tracking or dynamic number replacement, this technology allows online marketers to fully understand which of their online marketing sources drive phone calls.

Call tracking software dynamically changes the phone numbers people view on web pages based on how they are directed to the site.

The tracking and reporting features then show users the sources that initiated the website visit and in some instances the value of a conversion, detailing all lead activity generated by the website.

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By integrating call tracking data into a web analytics solution such as Google Analytics, Adobe, Unica or Webtrends, a more complete picture of the total user experience is achieved.

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Now marketers can fully understand how to:

  • Optimize all campaigns: Know which campaigns, keywords and marketing tactics drive callers and whether those calls generate revenue – offline or online.
  • Improve site design: Understand which pages drive calls – customers may be confused, and there may be opportunities for site usability improvement.
  • Save money: Find new ways to more effectively close business online and reduce call volume.
  • Save time: An integrated reporting environment saves time in analysis by consolidating call information with your web analytics and CRM providers.

An integrated reporting environment combines online conversions with offline (telephone) conversions into one dashboard to more clearly see the true value of specific media buys.  Marketers can use this dashboard to compare the performance of different campaigns and advertisements.  For PPC campaigns specifically, calls can be tracked down to the keyword-level bid in Google Adwords and Microsoft AdCenter.

Successful case studies and client testimonials attest to the efficacy and urgency of including call tracking tools for optimal marketing success no matter the size of your budget.

Features, Tips, & Announcements — No Comments
9
Apr 10

Mongoose Metrics Partners with Leading CRM Vendor SalesForce CRM to Integrate Call Tracking Data

Today we introduced another functionality to help marketers increase sales, reduce costs and improve customer loyalty.  

Our call tracking data now integrates with SalesForce CRM to help users understand the entire marketing funnel from first click to phone call. 

With the addition of call tracking data, SalesForce CRM users can view a number of rich data points such as:

  • Which marketing sources drive phone calls.
  • Which keywords are driving phone calls.
  • Last Web page visited before calling.
  • Caller’s entire click history before placing the call.
  • Caller geo-location.
  • Custom data relevant to your needs.

“Call tracking for CRM software is a natural.  It’s really all about providing access to relevant information about customer activity through the entire sales cycle — from marketing source to final sale,” says Bradley Reynolds, chief executive officer for Mongoose. 

For example, Mongoose’s phone call data stream automatically creates and updates leads within SalesForce CRM and conversely, changes in SalesForce CRM are immediately show in Mongoose Metrics’ data. 

Features, Tips, & Announcements — No Comments
17
Feb 10

Mongoose Metrics Partners with Acquisio to Offer Offline Conversion Analytics for Interactive Agencies and Pay-Per-Click Advertisers

Partnership Helps Clients Understand Who’s Clicking, Who’s Calling, How and Why

Mongoose Metrics today announced a partnership with Acquisio, a leading developer and provider of pay-per-click (PPC) management tools for search marketers.  These powerful tools allow customers of Google Adwords, Microsoft AdCenter and Yahoo! Search Marketing to optimize their campaign spending for a complete picture of conversions – both online and offline.  The collaboration now lets customers see a total view of how PPC traffic drives phone calls.  Mongoose and Acquisio have a number of common clients and the partnership leverages the strengths of both companies to offer greater value to customers. 

“We integrated Mongoose Metrics’ call tracking data into Acquisio so our clients can manage PPC campaigns based on performance, which also includes phone calls they receive.  By integrating Mongoose Metrics, we’ve made our powerful PPC management tool even more powerful, because we’re providing agencies the information they need to tie together their clients’ online campaigns and corresponding telephone or call center activities,” says Marc Poirier, co-founder and chief marketing officer for Acquisio.