Tracking the Marketing Source of Phone Customers

One of the biggest challenges in web analytics for a small business with a tight technology budget is determining the source of phone sales.  It’s especially true for B2B service and product businesses that don’t delve into e-commerce.

Yes, you can have your representatives ask where your potential customer heard of you (they should be anyways), but small business is often crunched for time on a sales and customer service level, so how in depth of a survey can you commit to when you get a prospect on the phone?

Secondly, while they may be able to tell you they found you on Google, are you going to ask them?

  • What keywords did you type in?
  • Did you click on an organic or paid result?
  • How many pages did you view before you called us?
  • Which ones?

Of course not.  So what to do?

Let Your Web Analytics Show you Why Your Customers Called

Goal Performance
Goal Performance

No, we can’t set up Google Analytics to track phone calls (out of the box).  We can however introduce a 2 field information request form that will probably allow you to identify the source of over 50% of your phone sales.

In your side bar, place a simple form:

Name: ____________

Phone Number: ______________

We call this simple form the Request a Call From Us Box.

Or the RCFUB if you’re into acronyms.

It has to go on EVERY PAGE of your website.  Trust me.  This works.

It’s imperative that after the form is filled out, the customer is directed to a confirmation page that you got the message, and are going to call.  It has to have its own URL, like www.yoursite.com/thanksforaskingustocall.html.  That’s how we’re going to track your success.

This box actually serves two profit driving purposes:

1.)  It’s a customer friendly miracle. You don’t want to stay on hold, and neither do your potential customers.  Give them the option to have you call them.  They’ll thank you for it.

2.)  We get to track success in web analytics! By submitting the form, your potential customer has initiated an action.  And by directing them to a confirmation URL, you’ve created a funnel that you can measure.  If you’re using Google Analytics, that confirmation page becomes one of your Goals.

So now, we can see what keywords and landing pages are driving phone calls.  And if we look at the results of this goal, we can extrapolate what the customers that are still picking up the phone to call you are doing.  It’s likely pretty similar.

Complex Sales Often Require Phone Communication

You might find that over half of your sales weren’t coming from your traditional lead generation form, which is often lengthy, and asks a lot of questions.  Instead, these customers were calling you, and breaking your ability to measure the success of your AdWords campaigns, and your SEO (Search Engine Optimization) spend.

If half of the customers that would have called instead request a call FROM you, how much better is your analytics data?  How much more confident are you that your AdWords spend (or any online advertising spend) is worth every penny?

The answer is:  Twice as much.

I think that makes that little web form worth its weight in gold.

About kevin

I work as an internet marketing manager in domestic (US) manufacturing, and blog about B2B web lead generation, CRMs, web analytics, and a little bit about affiliate marketing. I also am an avid Kayak Fisherman.