By Kelly Myers
How do you or your receptionist answer the phone when it rings? Maybe you say “Hello?” or “Good morning!” or “How may I help you?” How can you tell that you or your team members are answering the phone in the most productive manner?
Enter call tracking.
Call tracking is used by IMS to monitor the performance of your website. During the on-boarding process, your account manager assigned a unique tracking phone number which appears only on your website that redirects calls to your main number. This lets us know that anyone who uses that phone number has made the call from your website.
Why does IMS implement call tracking? Call tracking records provide source identification for inbound calls.
Those who come from the web tend to need a different strategy than those who call from word of mouth or a professional referral source. Most web leads who call into the office are highly motivated and will want to learn more and ultimately set-up an appointment.
If you find that the firm is receiving plenty of calls via the call tracking number, this can indicate that your website is easy to navigate and your phone number is visible. If the firm is not receiving enough phone calls, it may be time to re-evaluate your website interface.
“Most of the people using the phone number on my website are already clients.” If the majority of people that call your office are already clients, this is not bad! It simply means that they are finding your website and are easily finding the phone number.
Odds are, if current clients are back on your site and calling you, they may be in need of your services and expertise. Through our call tracking system, you have the option to request detailed reports that identify their location and determine when they called: valuable marketing data.
If you have mainly current clients calling in, this can affect your marketing strategy. They may not need to be sold on setting up a consultation, instead, maybe they need to come to the workshop you’re hosting next week. The location of the caller is also crucial. Is the caller from a different state than your firm location? It’s possible an adult child called in for their parents. The knowledge call tracking contributes is priceless.
“Call Tracking is doing nothing for my marketing.” Call tracking is all about gathering information. It allows you and IMS to gather hard data that can be used to determine whether or not your website and other marketing activities are working. If you’re receiving plenty of calls but seeing little conversion to appointments, it may be time to take a look at how phone calls are being handled in the office. Who is answering the calls? Have they been trained on the services you offer? Are they friendly and approachable? How phone calls are being handled can make or break the client experience.
Our call tracking system also offers call recording. While IMS does not recommend call recording for each and every call, it’s a good idea to record calls for a week, listen and learn ways to improve the caller’s experience in the future.
The knowledge gained from using call tracking can enhance your firm’s business and make information easier to act on. Use call tracking to your benefit and if you have any questions, please contact our support team and we’ll be happy to take you through the entire call tracking process.