Your SEO is only as good as your data. Without information about how your website visitors interact with you online, your search engine optimisation strategy is reduced to picking keywords from a wish list and hoping you’ve used them correctly.
Having the right data (and interpreting it correctly) allows you to understand what’s working and what isn’t. Traditional analytics tools provide some of this information. However, for many businesses, web analytics is only part of the picture.
For lots of companies, the online customer journey stops at ‘get in touch’, or ‘call us now’. After that, a phone call is the most natural and practical way for the customer (and you) to complete the transaction.
Industries that rely on phone interaction include;
- Home services
- Dental and cosmetic surgery
- Legal services
- Property services
- Hospitality
- Education
- Car sales
If your website analytics are set up correctly, you’ve probably recorded the customer’s final interaction with your site. They’ve clicked the ‘call us now’ button, taking them from their mobile browser into a phone call. And that click is the last part of the customer journey that traditional online analytics software is going to see.
That’s not where the story ends, though. And if all your SEO data stops there too, then you’re not measuring sales. You’re measuring how many phone calls you get.
By using call analytics, you can measure and interpret the last part of the customer journey too. And with AI call analysis software the caller’s intent, sentiment, and the outcome of the call can be measured and combined with the online data to show you the whole picture.
Then you can optimise your site based on what actually happened with those site visitors.
Here’s seven ways that using an integrated call tracking and analytics platform like Call 360 can improve your SEO strategy today.
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Understand which channels bring the greatest number of conversions – online and
With dynamic number insertion, each of your channels can be assigned a unique telephone number so that you know where each call has come from. That way, you can measure the conversions from a much wider set of channels (including those who don’t even visit your website). You can then understand how much of your revenue is generated by both online and offline marketing.
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Understand the needs of existing customers requiring support.
If they go on the site to click the phone number, then traditional online analytics measures that as a conversion. With a system like Call 360, those customer support calls can be segmented off, and you can look at how the site might better serve their needs – and maybe even save them (and you) a phone call.
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Landing page optimisation.
Do some of your landing pages convince and persuade the website user to get on the phone and take the action you’ve asked of them? While other landing pages leave the website user needing more information first? AI call analytics software will show you at a glance which pages are working, and which need tweaking.
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Integrate online and offline analytics to get better data, all in one place.
Segmentation (dividing your website users into categories) is an essential function of analytics. Using call tracking and analytics lets you segment off the conversions according to value, or segment your customer support visitors as we’ve already mentioned. Previously, the only way to get this information was to manually match up your sales with your analytics conversion data, which is hugely time-consuming – especially if the data is inaccurate (see below).
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Accuracy of data.
There’s a margin of error in traditional analytics platforms (Ashburn, Virginia, anyone?). It’s not just about making sure you’ve set it up right – even Google Analytics doesn’t claim 100% accuracy. But with call tracking and AI call analytics each call is fully logged and a transcript made, so that the most important data – your conversions – is preserved with a much greater degree of accuracy and detail.
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Keyword insights.
Like traditional analytics platforms, Call 360 can attribute visitors to specific keywords – either through your paid ads, or organic search terms. With call analytics, however, not only can you examine the overall value of that keyword for conversions, you can analyse the transcript of the call to gain insights into how that keyword relates to user intent (and even look for new keywords or keyword groupings).
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Explore user intent.
As we’ve already discussed, segmenting conversions according to value (or calls according to purpose) allows us to understand how visitors are using our site. We can use this data to make sure that our website content is better matched to the intentions of the users. For example, if we know that customers seeking a particular product only need to briefly interact with one landing page, we can streamline the navigation or homepage to more quickly facilitate their purpose, and provide a better user experience. And each call is rated for intent, sentiment, and outcome.
Call 360 packages are available for as little as £99 a month. Get in touch today.
