Call Tracking For Website Optimization

While Google Website Optimizer is an extremely powerful tool, it has certain limitations which online marketing agencies must find ways to work around. One of these limitations is its ability to track phone calls as conversions.

Here is one creative example of how WiderFunnel, an online marketing optimization agency, was able to run a landing page A/B test for a client with a phone call as the main conversion goal.

Saint Jude Retreats, an alternative addiction recovery program, engaged WiderFunnel to increase the number of website visitors who contact Saint Jude by phone. They specifically wanted to optimize their site for phone calls because a higher percentage of phone calls turn into sales than do web form inquiries. WiderFunnel designed several different landing pages, but since the conversion goal was a phone call they couldn't depend on a standard web analytics tool for identifying the optimal design variation.

To track phone calls, WiderFunnel placed a unique Call Tracking Number on each page. By viewing real-time call tracking reports, they were able to identify the landing-page version with the highest phone call conversion rate.

"Ifbyphone is easy to use and affordable. It's an easy addition to our online tracking tools, helping us capture the leads from multiple channels," said Chris Goward, Co-Founder of WiderFunnel.

What was the result of their experiement? A 42% increase in phone inquiries!

You can read their full case study or our press release. Additionally, I highly recommend watching Ifbyphone's Call Tracking Video.