Closing the loop - are you scoring your phone leads?

Most marketers are now doing a pretty good job of tracking their online conversions. This is a great step towards optimizing your marketing spend, but failing to overlook some of the 'offline' aspects of your online spend can give you a seriously myopic view of your campaigns effectiveness.

One component of your online success is the number and quality of calls you receive as a result of visits to your site. Call tracking is not new, but more and more savvy marketers are ensuring that these valuable metrics don't go unnoticed. We added a new twist by including the call data into your overall site metrics reporting. This gives you a one-stop-shop for your valuable visitor data.

Oxiem (Upward Brand Interactions) recently released phone tracking reports that are integrated into our o2 active websites. With our reporting, clients are able to see not only their 'standard' online conversion metrics, but also their phone calls, with recordings, and with lead quality scoring (LQS).

A view of our phone reporting for the Upward Brand Interactions website. We track all numbers where advertising dollars have been spent to attract visitors. This feature is available to any of our clients using our toll-free system and our o2 active web system.

With Lead Quality Score, you get a quick snapshot view of how many leads you have received via your phone number and the quality of those leads based on our review of the phone call.  Not all numbers need to be recorded - we recommend that you record any calls where there are sales opportunities, but avoid recording calls where sensitive data might be shared such as health care or legal calls.

How Does it Work?

• Oxiem sets up a local or toll free number (takes less than 10 minutes)
• The toll free number is placed on the search marketing landing page (or the entire site)
• The number is setup to be forwarded to the clients call center, cell phone, etc
• The calls can be recorded - required for Lead Quality Scoring
• Numbers are added to the clients Lead Management Reporting Center
• Client logs in to their o2 dashboard, and from there can see the scores of calls, as well as listen to the recordings

Local and toll-free numbers with reporting are surprisingly affordable. Give us a call if you're interested in closing your phone loop.