Ali White from T W White & Sons, a car dealership business, took to the Corn Exchange seat next at the jam-packed full BrightonSEO conference, providing real-business examples on how phone data meant his entire SEO and PPC strategy altered.
To start us off, Ali walked through what Visitor level call tracking actually was; as one of the many who weren’t really sure, he explained that T W White & Sons used visitor level call tracking to provide a unique phone number to each site visitor so the business can better track who is calling to give stronger actual conversion data as well as a better customer profile.
Sounds great doesn’t it?
Back in the good old days, tracking conversions through phone calls was exceptionally harder than the technique T W White & Sons use today; reliant on total calls, conversion data and even the sales team to ask the well-known, ‘And how did you hear about us?’ question during customer calls.
“Pfft, as if!” I heard the fellows sitting next to me mutter. But as Ali continued, what he said actually made a lot of sense. Of course any change to strategy and data collation is industry specific – the car sales industry will require a smaller amount of sales than other industries due to the nature of the product; cars are expensive things.
In his case, branded keyword tracking alongside phone tracking is invaluable.
While his GA (Google Analytics, I’m learning so many acronyms today) data may initially say that Paid is outperforming Organic, digging a little deeper using phone data Ali can see that the actual sales are more likely to come from Organic. And as I mentioned before, this will mean a lot more to a company that sells something as expensive as a car than a company that sells something as inexpensive as a pencil.
Ali went on to tell us why he chose to pay more attention to tracking the keyword Dealer over the keyword Garage. The most simple reason of course, the site was already optimized for this keyword.
But the GA Conversion data based solely on this keyword didn’t seem to add up to his reasoning. Cue Phone data and boom, you’ve got yourself an insight into the keywords real life people use and pow! – the Conversion data takes on an entirely new meaning because Ali looked at conversion all the way through to sale.
Depending on your industry – whether this relies on a lot of customer interaction over the phone or not – it is important not to always take GA Conversion data at face value; rather to assess what it is your customer actually wants. Do they want to buy a Mazda, or do they want the aftercare associated with Mazda dealerships? Factoring this in will automatically adjust your own metrics which, in turn, you can inform your Clients about to provide them with a better insight into how well they are actually doing.
Be careful when predicting the success of Search term; relying on conventional Google analytics data may provide you or your client with a totally different value of Sales based on a value of Conversion. After all – they main point for many industries is to sell a product; which we all know takes a lot more than one visit to a website.
Measurement is key! Adjusting your metrics slight to look at Conversion through to Sale and REVENUE is the bit that really counts when it comes down to it.
For more information, give Ali a Tweet @AlistairWhite.