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In this article, you will learn:
- What is the duration of the target call
- What is the point of connecting a targeted call to the company's website
- What are the target call systems
- How does a target call from Yandex work?
- How to set up a targeted Yandex call
- What is the target call of version 2.0 from Yandex
What should be the duration of the target call
How to find out the required duration of a telephone conversation with a client in order for him to buy something for sure? It is the amount of time spent on conversations with customers that is one of the main indicators of the good work of the sales department. After calculating the average time, you can understand how much workload will be on one employee, and plan the size of the staff.
But is it possible to somehow regulate the duration of targeted calls, or should they not respond to a given time? In call tracking, a target call is one that has a certain duration and is made from a unique number.
Let's consider a situation where even a well-adjusted time limit for targeted calls can lead to an unpleasant result, and the lack of information in the organization itself will cause its leaders to come to the wrong conclusions.
For example, one company has two call centers serving customers over a large area. The manager supervising these departments, analyzing the reports, saw that the average time for calls in the first in the last few months was longer by a full minute than in the second, and he instructed the analysts of the organization to understand the situation and find out the reason. A couple of days later, they said that the time of the phone request increased due to ten out of fifty employees. Moreover, these ten people showed excellent results in all the norms necessary for work, except for more time for processing calls.
Communication with the guilty operators showed that they all participated in sales training. Their calls were longer precisely because these people, unlike other operators, spent more time on additional actions: persuading customers to buy a new product or convincing disappointed customers that they should not refuse the company's services. Analysts looked at their work, and it turned out that the profit they brought fully offset the cost of the time of their phone calls.
Moreover, if the reasons for exceeding the call limit were not thoroughly studied, good workers could be fined for this. These situations can end badly: great people will quit, and the motivation of others will be greatly diminished by the manager's behavior.
In order to prevent such situations from arising, it is worth using tools that allow you to track and analyze calls. There are several organizations that have established themselves as companies whose service approach is particularly serious: Ringostat, Calltouch, Comagic, and Istat24.
Submit your application
It is necessary to control the main indicators in business, because it gives a chance to properly organize the work process. A good analysis of incoming calls to the company will help to monitor and improve the organization's business processes that are related to the work of the sales department. And in the near future this will allow the company to improve its work with clients and, accordingly, raise profits.
Why connect a target call to the site
Sales funnel development
Working with potential buyers is only part of the managers' specialization aimed at increasing traffic. After all, leads in the end must become consumers of the company's goods or services, otherwise the money spent on them will not be justified. A targeted call can tell the manager where to start optimizing the conversion funnel.
- Automatic call routing. It provides the ability to designate rules and regulations for receiving incoming calls, as well as redirect them to managers who are responsible for sales in the company. Routing calls can help you avoid alienating potential customers, because if they end up in a sales or call center, the likelihood of a person becoming a customer of the company increases.
- Call classification. This element can be used to identify good and bad leads. Also, automatic detection will provide data on whether contextual advertising can really contribute to customer calls, which ultimately lead to real purchases, or only pushes a person to dial the organization's number. This information and its proper application will help you modify the system in order to attract good leads.
- Transcript of conversations. Conducting a telephone analysis between a prospect and a sales rep can be a great way to stimulate the closing of a deal, as well as to learn about the needs of buyers.
Integration with third-party systems
Most of the targeted call systems are able to integrate into various third-party services. We are talking, for example, about CRM, advertising systems and web analytics systems. This feature provides advertisers with the most complete information about how advertising works, and can also help optimize campaigns, if necessary. There are different types of integration:
Targeted calls can gather the data marketers need and provide opportunities to drive the right optimizations at the top and bottom of the funnel. Unambiguous information about the number and quality of calls and the correct attraction of potential buyers improves the results of advertising campaigns in particular and sales in general.
Comparison of Targeted Calling Systems
Various systems of targeted calls help to give the correct assessment of the conversion of contextual advertising, which is aimed at attracting customers to call centers of organizations for the subsequent increase in sales. However, we must not forget that it is not free. Cost, convenience, accuracy of information - these are the parameters we will compare below.
Target call. Yandex.Metrica
The target call can be connected in Yandex.Metrica. This service allows you to get the number binding to the traffic source you have chosen. Moreover, there is no limit on the number of numbers. Counting the number of telephone conversations - this is what setting a target call gives in this service. Yandex offers detailed statistics.
Price
The cost of one day with targeted calls connected to Yandex is 11 rubles. Since you need to pay for the service a month in advance, the initial costs will be 330 rubles.
Peculiarities
In Yandex, a specialized counter is inextricably linked with a target call. "Metric" will have to be set if you want to activate the service. This system operates in Moscow, St. Petersburg, Samara, Samara region, Nizhny Novgorod and Novgorod region. If the call is made from abroad, Yandex will not be able to trace it, as well as telephone conversations with customers who have found advertisements in other search engines.
Track Calls with Google
The targeted calling feature also exists in AdWords. It allows you to track calls for contextual advertising with the extension "Phone numbers". Here you can set the minimum call time, which will help you ignore short calls that are useless for business.
In addition, the service shows detailed statistics on advertising campaigns or user requests. It is possible to track calls by ads, numbers on the site, conversions from other systems. The tool will also help you calculate the transitions from the mobile version of the page.
Price
This is a free tool.
Peculiarities
The service is relevant only for campaigns in AdWords. It will be possible to track calls made from more than twenty countries, including Russia, USA, Germany, and so on.
We can conclude that this is a good, besides free, service, but it has its own characteristics.
CallTracking. ru
This service has quite extensive functionality and can seriously analyze data. In addition, it is capable of tracking conversions from both online and offline ads. Targeted calls are divided into groups, and statistics are shown for different channels. This allows you to understand how effective the keys are being used. The service is paid, but it has a free demo version.
Price
You can connect to the service for free. But then you need to choose a service package based on how many channels you plan to use:
- basic for three channels - 1,500 rubles / month;
- advanced to eight channels - 3990 rubles / month;
- twenty-channel expert - 9990 rubles / month;
Call analytics up to a keyword is included in certain pricing plans.
Peculiarities
The technical support service of the service warns that when counting targeted calls, there may be an error of 10%. If you do not want to renew the use of the tariff, access to your personal account and the statistics compiled will remain. Moreover, the information will be stored indefinitely. And phone records are a year. After the end of the paid period, customers can use the dedicated phone numbers for another two weeks. The service interacts with a number of CRM systems - Salesforce, BPMonline, amoCRM, SugarCRM, Microsoft Dynamics CRM, Bitrix 24 - and can be integrated into popular analytical systems.
It can be concluded that this service is accurate and has high functionality. In addition, it allows you to choose the appropriate package of services.
Calltouch
This service was one of the first to appear. It has a dynamic system for tracking targeted calls by session. Knows how to analyze calls coming from forty countries and sixty cities. And the technical support service of the system promises that the calculation error will be no more than 7%. And if the condition is not met, they promise to increase the allocated numbers. Quite a good set of functions, the service can be integrated into CRM.
Price
The service does not have packages broken down by prices, but you can calculate the final cost of all the necessary services using an online calculator. So, if you include targeted calls from mobile and regional numbers, despite the fact that five phones are connected, about five hundred sessions are processed per day, and the duration of the conversation is on average three minutes, then 11,000 rubles will have to be paid per month.
Peculiarities
The account interface does not have the function of self-connecting numbers. In order to add them, you need to contact the technical support service. In addition, the service has a large number of settings, and it is not easy to navigate through them without assistance. There is a demo version for testing.
We can conclude that this is a rather expensive service with wide functionality and complex settings.
Comagic
Targeted calls are processed from 37 regions of Russia, including all existing large cities. There is a prepayment for connecting numbers. The cost of the room is 450 rubles, in addition, there is a monthly subscription fee of 250–450 rubles. It is easy to calculate that the first month of using the service will be more expensive than the rest. The promised error in the calculation is about 10%. The service can integrate into third-party CRMs. In order to assess the effectiveness of transitions, you can use analytics and call tracking, and to communicate with potential buyers - a lead generator, online consultant services. You can connect yourself to a virtual automatic telephone exchange using multichannel numbers.
Price
The service offers three service packages:
- Lite - 1,000 rubles per month;
- Optimum - 3,000 rubles per month;
- Enterprise - 20,000 rubles per month.
You can also use additional services for a fee.
Peculiarities
The buyer of any of the service packages is placed at the disposal of a personal manager. Lite package, in addition to call tracking, provides integration with CRM. The next in functionality - Optimum - has its own API, integration of targeted calls from Yandex.Direct and Yandex.Metrica, Google AdWords, Google Analytics, and advertising automation systems.
We can conclude that this is a quite good service of targeted calls. But to work seriously, you will have to purchase at least the Optimum package.
Lptracker.ru
This service has appeared recently. He analyzes advertising channels, knows how to connect to external CRM and enters potential customers into the statistics when they visit your company's website through the vk.com profile. And in the event that the visitor decided not to call you, you still receive his data in order to add to the list of clients for cold calls.
Price
The service offers three service packages:
- Freelancer - 900 rubles per month. It involves processing up to one hundred clients per day and can only deal with one site.
- Startup - 2,000 rubles per month. In this package, you can connect up to three sites with analysis of up to five hundred people on each.
- "Business" - 3,000 rubles a month. Up to five sites, up to three thousand visitors each.
Peculiarities
The service has over ten different functions. For example, tracking customer geolocation, virtual numbers, and so on. There is a CallBack widget that addresses users who decide to leave the site. There is also a function to perform analysis of offline advertising, such as banners on transport.
We can conclude about a set of interesting additional tools in the service.
Let's summarize
Each targeted call service reviewed has its pros and cons. If you need to choose a call tracking system, you need to understand what tasks it will face, and, starting from the available budget, try different options to find a suitable one.
How a target call from Yandex works
If you are not familiar with the global principle of operation of all call tracking systems, then here it is:
- When a user registers in the call tracking system, a phone number is highlighted.
- The phone number indicated on the site is replaced with the one that was allocated by the target call system.
- When a call is made to a spoofed number, it is forwarded to your phone, being recorded in the tracking system.
- Detailed statistics of calls can be viewed in the analytics system.
This is exactly how the target call to Yandex works. Nothing incredible!
This service may not be available to everyone. In order to use it, you must have certain number codes (495, 498, 499, 800, 812, 831, 846), with which a target call is possible. Yandex.Metrica must also be connected. According to the city codes, we can see that calls can be tracked from Moscow, St. Petersburg, Nizhny Novgorod, Samara, as well as regions. Targeted calls in this service will not work either for mobile phones or for other regions.
To use call tracking from Yandex, you need to pay 330 rubles a month for connecting one number.
How to set up a targeted Yandex call
There shouldn't be any big problems either when connecting or setting up targeted calls. Difficulties can be only while working with the site code. It is worth learning the basics of HTML markup and CSS code.
In order to set up targeted calls in Yandex, you need to:
1. Go to the "Target call" tab. This can be done from the Yandex.Metrica pages - the link will be in the top menu.
2. Accept the terms of the license agreement.
3. Press the button "Connect the number" and deposit 330 rubles in the account in order to perform this action for one number. Even pre-setting will not be possible without payment.
4. As soon as payment for the service package arrives, you can start setting up targeted calls.
5. In the section "Internal number" you need to indicate your phone number, which appears on your website. This is where calls will be sent to the Yandex number.
6. Now you need to bind to the counter on your site.
7. In the "Traffic" section, select the incoming traffic channel from where the call tracking will be established.
Yandex.Metrica will begin to record referrals from a specific source and change the number for them. Therefore, users who have switched from other channels will see your phone number.
8. Now you need to configure the replacement parameters. Certain setbacks may await here.
- The element to replace. In this section, you need to specify what exactly needs to be assigned to the block with the phone number: a class (in HTML - class) or an identifier (in HTML - id).
- Element name. The name of the class or block identifier is written here. Moreover, it is necessary that they coincide with those indicated on the Internet page.
- Replacement text. The section describes the developed macros:
- Name the macro that suits you.
9. Click on the "Add number" button.
This is how the Target Call 2.0 call tracking system is being debugged. This is a fairly straightforward procedure.
Checking the work of the target call
To test how the target call system works, you can go to your web page from the source selected during the debugging of the system and see if the number has changed. Previously, such a check could be carried out just by pressing a button, now you have to look for other ways.
It's easier with checking forwarding. You just need to call your number. It should be remembered that functions can be tested 15 minutes after setup.
How "Target Call 2.0" from "Yandex" works
Currently, Target Call 2.0 is not a Yandex.Direct tool, but a system for tracking calls on the site. It was different before. However, this innovation is not the only one. In the last year alone, the search engine introduced Yandex.Direct retargeting and images for YAN.
Changes to existing features:
- Targeted calls are no longer free. You will have to pay 330 rubles a month for them (for one number).
- There is no limit on the number of rooms. Unnecessary ones can be sent to the archive and new ones purchased.
- In order to connect a new target call, you no longer need a spoofing code.
- Changed conditions after disconnecting numbers. Previously, the number was active for another 30 days after disconnection. This service was provided to customers who entered it into their phone books. And now the number stops working almost immediately after disconnection.
New functionality of "Target Call 2.0":
- No limitation of traffic tracking sources. Previously, I had to be content with Yandex.Direct.
- The friendliness of the interface and the user help block has increased.
- The appearance of reports has changed. Now they have become detailed in a tree structure right down to the keyword itself.
- Customer representatives can now set up and pay for a targeted call.
Remained unchanged:
- It is still possible to connect numbers only from certain regions, with codes 495, 498, 499, 800, 812, 831 and 846.
- Waiting time and music at the moment when the call is transferred to your phone.
To make the transition to the updated version as calm as possible, Yandex.Metrica sent out letters to users of the Target Call service, in which the new working conditions were described in detail. In addition, a promotional code for 30 days was included in the messages, which gave free work of one number for a month.
You can evaluate the benefits of Target Call 2.0 by going to its promo website, where the advantages of working with the paid version are described in detail.
In which regions is a target call from Yandex available?
There are limitations in Yandex. Only telephone numbers from several regions are available in the service: Moscow, St. Petersburg, Samara and Nizhny Novgorod, and only landline numbers. It will not be possible to trace calls from Vladivostok or from mobile phones.
If you want to catch calls from regions outside Yandex's coverage, you will have to find another system for tracking targeted calls.
Analysis of a targeted call from Google
Having looked at the table, we see that in its variants there are two highlighted ones. They directly relate to purchases of goods and services, while the rest relate to data provided not too well or to a lesser extent than necessary. Sales is the only area where calls do not play a major role, but rather a subsidiary one. In the rest, from 40 to 75% of calls usually help to achieve a personal meeting or a reservation of goods, and from 21 to 45% of cases end in a telephone sale.
It is really possible to get a large number of deals through calls. That is why it is so important to understand where they come from in the company. This data can help marketers in an organization target PPC advertising and find the right words for executives to justify their strategies.
Targeted call services allow you not to lose clients who are potentially profitable for the company. Many organizations have entered the call tracking market today, including Google.
When choosing a targeted call system, companies usually pay attention to two criteria: a user-friendly interface and a high-quality technical support service that can come to the aid of customers on time and set up call tracking. These parameters are met by Calltouch, Ringostat, Comagic and Alloka services.
In sales innovation in recent years, targeted calls are trending. And this is not accidental, because they meet global trends towards building an end-to-end analytics system, including: CRM system, call tracking, roistat, Google Analytics statistics accounting system or Yandex.Metrica, contextual advertising management services and IP telephony ...
And this proves that companies are increasing their professionalism in the field of sales and more carefully selecting channels for advertising through the introduction of analytical statistics.
- Target Call Yandex Metrics. Simply put, the "Russian" search engine now has the ability to track and analyze calls coming to you through the site from various sources / channels. Agree, it is important for any advertiser to understand the full effectiveness of a particular traffic channel, especially since up to 70% of all applications in the B2C segment are made by phone.
Since the introduction of the system into general use, call tracking from Yandex has undergone a large number of changes for the better, and at the same time its name has changed - now the service is called Target Call 2.0.
Let's try to figure out how to set up and implement the system on the site. Let's go!
By the way, if you are interested in the call tracking system in Google Adwords, then here it is.
How does a targeted call from Yandex work?
I hope you are familiar with the global principle of operation of all call tracking systems, if not, then here is a short excursion for you:
- When registering in the call tracking system, a phone number is highlighted;
- The site replaces the original phone number with the number allocated by the call-tracking system;
- When you call a substituted number, the call is forwarded to your phone number, and the call is recorded by the call tracking system.
- You can see detailed statistics on a call in the analytics system.
The target call from Yandex works exactly the same way. Nothing complicated!
This service is available only to those who have the following phone number codes - 495, 498, 499, 800, 812, 831, 846. To be more precise, you can track Moscow, St. Petersburg, Nizhny Novgorod and Samara numbers, as well as regional ones. Unfortunately, it is impossible to use the Yandex call tracker in other regions, as well as for mobile numbers.
The cost of using the service is 330 rubles / month for one number. You can use the service only if you have.
How to connect a target call to Yandex Metrica?
Connecting and configuring a target call will not cause any obvious difficulties, unless only when working with the site code. Therefore, I recommend reading the lessons and then it will be easier for you to install a call tracker.
So, do the following:
- Go to the Target Call page. This can be done from the Metrica pages, the link is in the top menu:
- Next, you need to accept the terms of the agreement;
- Then click on the "Connect number" button. For further work with the service, you need to top up your account with 330 rubles. Without this, it is impossible to make even a preliminary setting:
- As soon as the payment is completed, the call tracking system settings will be available:
- In the "Internal number" field, indicate the original phone number that is indicated on your website. Calls made to a number from Yandex will be forwarded to it;
- Next, bind to the counter installed on your site;
- In the "Traffic" block, you must select the traffic source / channel from which you will track calls.
Yandex.Metrica will record visits from the selected source and replace the number for them. Visitors from other sources will see your phone number; - Then you need to configure the replacement parameters. Problems may arise at this step:
- The element to replace. Here you must specify what is assigned to the block with the phone number: class (in HTML - class) or identifier (in HTML - id);
- Element name. Specifies the class name or block identifier. Be sure to match what is indicated on the site;
- Replacement text. This field specifies specially designed macros:
Specify the macro that suits you;
- Well, click on the "Add number" button.
This is how the Target Call 2.0 call tracking system is configured. As you can see, there is nothing complicated.
Checking the work of the target call
You can check the operation of the target call in a very sophisticated way: go to your site from the source that was selected when setting up the system and see if the number has changed. Unfortunately, this can only be done in this way, although earlier, as far as I know, it was possible to check with one click of a button.
To check how the forwarding takes place, you just need to call the number indicated on the website yourself. All checks need to be checked only 15 minutes after setting.
Well, that's all, dear friends!
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If you, like any competently leading business person, are interested in analyzing the channels through which potential customers come to you, then you should understand that the distribution of the advertising budget is extremely important - a correctly invested ruble can work more efficiently than a thousand spent at random. Therefore, we recommend that you pay attention to such Yandex.Metrica tool as a target call - a simple and inexpensive way to assess the effectiveness of various advertising channels. To be more precise, this article will focus on its updated version, Target Call 2.0.
How does a targeted call work?
Each user has several ways to get to your site: clicking on ads, from search, from social networks, direct access, etc. Thanks to the metric, you know from where people come to you more often, and which clicks give a high conversion, if, for example, you have set a goal on the feedback form. But how to understand where the person who just called after seeing the number on the website came from? Yandex target call will cope with this task best of all. How does this call tracker work? It's very simple: the built-in Yandex.Metrica tools are able to accurately recognize thanks to which platform or system a particular visitor appears on your site. All you need to do is show this visitor a different phone number. Let's say you want to estimate how many leads your social media ad leads to. In the settings of the target call, you will set impressions for referrals from Facebook and VKontakte, and the system will then decide for itself whether each new visitor falls into the desired category or not, and will show him the desired phone number. Such number substitution will not cause any discomfort to you or to the caller: the virtual PBX will redirect to your regular number. The cost of a targeted call from Yandex is currently 330 rubles per month, which, you see, is inexpensive for the information it provides.
Connecting and configuring a targeted Yandex Metrica call
Now let's talk about how to connect a targeted Yandex call to the site. First, you need to go to Yandex.Metrica, the Target Call section.
In the window that appears, click on the "Connect number" button. Please note: if you don’t have enough funds on your Yandex wallet, then you need to make a top-up, without them you cannot even complete a preliminary setup. It is also worth mentioning that the required balance of funds is calculated using the formula "330 x (N + 1)", where N Is the number of already connected numbers. That is, if one number is already in use, then to connect the second, the wallet must have at least 660 rubles.
The call is one of the main sources that should generate the bulk of your company's profit. It is logical to believe that accounting for calls from all possible advertising channels is a necessary procedure for achieving maximum success.
Currently, many call tracking solutions on the market are not comprehensive and do not provide a detailed picture of the analysis of advertising channels. As a result, you give money, but you receive only part of the data, with which it is difficult to predict the advertising budget and the development of the project (company).
For example, we decided to conduct a comparative analysis of the Call Tracking technology from CoMagic and the Yandex Metrics Target Call service.
Call tracking(analysis of call sources) is a special technology that allows, using automatic substitution of the phone number on the site, to analyze the advertising channels from which visitors who make a call come to you.
Target call- the same technology for determining the effectiveness of advertising
The definitions are similar, aren't they? And yet there is one big "but".
As you can see, the clear advantages of the Call Tracking technology in comparison with the Target Call 2.0 in Yandex.Metrica lie in the variety of possibilities.
Why track targeted calls?
Many studies show that companies in which customers place orders mainly by phone account for 50 to 70%. In this case, traditional web analytics tools that collect statistics on site traffic cannot show the real conversion of advertising channels.
The addition of the Call Tracking service from CoMagic allows us to make the analysis of the effectiveness of advertising sources complete.
CoMagic for you:
- If your business depends on calls (like most companies, by the way), then you can choose a tariff where the technology will be automatically connected.
