Remember...toll-free numbers are good for tracking online advertising, but you really should have a toll-free vanity 800 number in "traditional" advertising like radio, outdoor and television. They're easier for people to remember, they don't have to write them down, and they come with call-tracking services.
Call Tracking for Website Optimization by Elan
While
Google Website Optimizer is an extremely powerful tool, it has certain
limitations which online marketing agencies must find ways to work around. One
of these limitations is its ability to track phone calls as conversions.
Here is one
creative example of how WiderFunnel, an online marketing optimization agency,
was able to run a landing page A/B test for a client with a phone call as the
main conversion goal.
Saint Jude
Retreats, an alternative addiction recovery program, engaged WiderFunnel to
increase the number of website visitors who contact Saint Jude by phone. They
specifically wanted to optimize their site for phone calls because a higher
percentage of phone calls turn into sales than do web form inquiries.
WiderFunnel designed several different landing pages, but since the conversion
goal was a phone call they couldn't depend on a standard web analytics tool for
identifying the optimal design variation.
To track
phone calls, WiderFunnel placed a unique Call Tracking Number on each page. By
viewing real-time call tracking reports, they were able to identify the
landing-page version with the highest phone call conversion rate.
"Ifbyphone
is easy to use and affordable. It's an easy addition to our online tracking
tools, helping us capture the leads from multiple channels," said Chris
Goward, Co-Founder of WiderFunnel.
What was
the result of their experiement? A 42% increase in phone inquiries!
You can
read their full case study or our press release. Additionally, I highly
recommend watching Ifbyphone's Call Tracking Video.
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