Posted 13 November 2012

The Real Cost of Missed Calls

The Real Cost of Missed Calls

If you’re lucky, your phone’s ringing off the hook and you’re rushed off your feet. You’re not complaining of course, and as long as you’re answering the majority of the calls you’re doing well. If you miss one, they’ll leave a message and you can call them back, right?

Not necessarily. Research by BT showed that 69% of people that call a business will hang up instead of leaving a message. That means they call someone else, probably your competitor. It won’t matter if you’ve done your SEO homework and you’re number one on Google; if you don’t pick up, a customer will go straight to number two – your competitor. As an example, if you miss just two calls a week, you’ve lost 104 customers. If they would have spent an average of £50 each, you’ve missed out on just over £5,000 of business. Ouch.

Using a call tracking solution gives you the means to eliminate this scenario. When you use call tracking, if a call is missed, an email alert is sent to you with the number that called you, alongside data on the campaign that led them to call, for example a PPC advert on Google, organic search result or offline marketing channel such as a newspaper advert. If they found you online, call tracking software can even show you which keyword they searched for to find you. You can then take the initiative to call them back as soon as possible, armed with information which enables you to tailor your conversation to what they might be interested in; infinitely more preferable then simply stating ‘I had a missed call from this number’ whilst your busy potential customer racks their brain trying to remember who you are and why they called you.

By utilising an affordable call tracking service such as ResponseTap (formerly AdInsight), you can improve your marketing ROI, not just by ensuring there are no missed leads, but by giving yourselves the best possible chance with the potential customers you call back as you will be informed on what they might be looking for.

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