This Marketing 360® home energy company discovered that to really measure their marketing ROI, they had to use call tracking.

“I just need you to get the phone ringing.”

We get this request a lot from local service businesses.  A phone call represents a hot lead, ready to hire.  They’re the lifeblood of the business.

This makes it particularly strange that there are so many businesses that fail to use call tracking, which is software that records phone calls as leads in your marketing analytics.

A Marketing 360® home energy client quickly found out how useful call tracking was.

First, consider their homepage:

There is nothing about this page that doesn’t encourage phone calls.  The mobile version is even more phone friendly.

Now, consider their marketing data, first without call tracking (last 90 days):

A total of 43 conversions with a 2.62 conversion rate.

Now, their data with call tracking:

232 total conversions with a 14.13% conversion rate.

82.5% of their conversions are phone calls – which is just what they want.

Now, if we only tracked web conversions, you’d think their marketing was mediocre at best.

But with the complete picture that includes phone calls, we see that their marketing is doing excellent.

Furthermore, our call tracking software records every call, so they can review conversations and improve their phone sales.  This means they not only get more hot leads, they close more of them.

Also, they have tracking numbers for each of their four locations, so even though the conversions are grouped on the main data they can break them down for each location.

Using call tracking offers clear advantages for this home energy company.  If you’re not tracking calls, it’s time to start.