Customers often use a combination of internet and telephone to make purchases, so how do you know which marketing campaign has been a success? Ross Fobian, CEO and co-founder of ResponseTap, says he has the answer.
Please tell me about your business
ResponseTap, formerly AdInsight, is the leader in voice-centric marketing technology. Since 2008, ResponseTap has provided pioneering call tracking services offering digital marketing specialists the opportunity to understand which marketing campaigns drive calls to their businesses.
Who is the product aimed at?
ResponseTap’s call tracking technology is aimed at businesses who find that a number of their enquiries and sales take place over the telephone. Marketing agencies also find the service useful in providing a holistic view of the outcome of the campaigns they create, as well as providing added value, a potential revenue stream and proof of results.
Our technology can help businesses fine tune their marketing campaigns to maximise their marketing ROI and improve their bottom line.
What are the benefits of using it to an eCommerce business?
Many ecommerce businesses only offer customers the opportunity to buy online, but others offer customers the option to buy over the phone as well as online, recognising that a number of people prefer to speak to a real person before buying a product or service.
Our technology enables a business to fully understand their website visitors and provides data which enables effective changes to be made to all aspects of online and offline marketing campaigns. It can report on every keyword (keyword level call tracking), advert, referring website and click that causes a website visitor to pick up the phone to call.
This information can be used in a number of ways such as demonstrating how to invest PPC spend in keywords with the most valuable conversions, developing the focus of SEO strategy, determining which affiliates are producing the best results and optimising on-page content.
How much does it cost?
ResponseTap’s call tracking services are based on a scalable usage based pricing model where we bill on a per call basis. Packages start from as little as £69 per month.
How does it work?
ResponseTap call tracking technology uses an advanced proprietary solution to track exactly what each visitor is doing on your website and to identify when they pick up the phone to call you.
Once you have added the provided JavaScript code to your website, ResponseTap’s call tracking technology will automatically start to change the telephone number shown to each website visitor. When a visitor calls their unique telephone number we can identify their full visitor path, including how they found your website and the pages they looked at before, during and after they called.
ResponseTap’s call tracking technology will also automatically and intelligently segment your data by detecting patterns, so that you will get the best possible value from the data with minimal management. This data is then displayed in various easy to read reports and is made available for export in numerous ways for data integration and consolidation purposes.
Take me step-by-step through how I buy and install it
We would recommend that you take a product demonstration to gain a full understanding of how the product works and more importantly how it can help improve your marketing ROI. This can be done on a web-ex, conference call or face to face depending on your preference.
We will then activate your account where you will need to enter some information about your website so we can generate the code you will require to get started. There are two elements to the supplied code; a line of JavaScript which needs to be put on each page of the website and the span tags which is placed wherever you want the telephone numbers to appear.
What do I need to do once it is set up?
Once installed and the system has configured itself to your marketing activity, the data will be aggregated and visible in the user friendly interface with information presented in graphical format which can easily be exported. Should you require a more granular view of your data you can also fine tune the features to provide this level of information.
Is there anything else I should know?
Our technology also integrates with a range of other analytics tools and management systems such as Google Analytics, Marin Software, Tagman, Site Catalyst, OpenTag, QuBit Opentag and CRM systems, giving you the ability to view both your offline and online conversions in one place.
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