Sixty percent of computer users and 64 percent of Smartphone users utilize their electronics to help make shopping decisions, according to the Wall Street Journal. However, the sales that result from those efforts aren’t always instantaneous. Sometimes a consumer finds all of the information he or she needs to make a purchase and then calls the retailer to make the purchase. In fact, up to 53 percent of mobile shoppers complete their transaction via the telephone rather than online. Until recently, such purchases were difficult to track, making it harder to determine whether your online marketing efforts were working (and thus, worth the money) and also to calculate your return on your marketing investment.
Measuring telephone sales attribution
Today, there are several companies that use sophisticated keyword algorithms and other methods to determine where a telephone client began the sales process. Determining which of your telephone clients decided to purchase your product or service by viewing your website or social media pages helps you to know whether to continue your current marketing plan or perhaps take your marketing in a different direction. After all, it’s a lot easier to convince your boss–or your shareholders–to invest in that new marketing campaign if you can provide data that shows your past, similar efforts are generating sales. Quantifying telephone sales and matching with your online marketing efforts can be a big help in supporting your push for additional funds.
Why customers switch from online to offline
There are a number of reasons customers switch to the telephone to complete their sales transaction. Maybe they have a last question they want to ask before they confirm their order. Maybe they want something that is best described over the phone, such as a hotel room away from an elevator or one with a specific view. Maybe they are more comfortable giving sensitive personal information over the phone rather than over the Internet. Or, maybe, despite being immersed in technology, they just prefer to deal with a live human being, rather than a website. Whatever the reason, more than half of the average company’s customers are reaching for their phone, not their tablet, to order that product or service.
Finding a partner to measure telephone sales attribution
Companies can measure the online-offline relationship in a number of ways. Some look at keywords that are garnered from the company’s website. Others look at keystrokes on mobile devices. Still others look at things like maps and search strings. Below are just a few companies that specialize in telephone sales attribution:
Bionic Click — This company uses a patented process of determining telephone sales attribution. They go beyond keyword identification, using Google Adwords snippets among other parameters to track where phone sales originate.
DialogTech — DialogTech uses unique keywords to identify where the caller learned of your company before the sales rep even answers the phone. They also offer real time stats and access to a free 24-hour help desk with Google-certified experts.
Invoca — Invoca puts several patented processes to work for you to determine telephone sales attribution. In addition to call tracking, they offer telephone marketing automation and voice intelligence.
Response Tap — Like the companies mentioned above, Response Tap seeks to quantify the number of customers who call in an order, reservation or appointment request who learned about your company and started the sales process via one of your online storefronts. This company helps you determine what pages customers viewed before they called in their order and what search terms they entered to reach your site.
To learn more about how to best track your telephone sales attribution and thus make your ROI and sales stats more meaningful, contact New Perspective at (508) 755-6797. We go beyond the basics to get you the information you need to succeed with online–and offline–marketing.