Introduction to call tracking with HubSpot

1. 1
Introduction to
ResponseTap

2. 2
General Landscape

3. 3
You Can Currently Track and Measure Online
Conversions

4. 4
What If They Picked Up The Phone?

5. 5
Why calls matter
Source: Hubspot research, 2014
Clicks
Inbound
calls
Inbound calls convert over 10 times higher than clicks.

6. 6
Of consumers find it very
important to be able to pick up
the phone and call a business
Why calls matter – continued…
61% 70%
Confirm that speaking to an
operator on the phone gives them
peace of mind and confidence that
they are getting exactly what they
want
Source: “Voice-The relationship milestone” by ResponseTap, 2014

7. 7
Constant growth of mobile users make calls the crucial
conversion point for search marketing
Source: Google research “The Role of Click to Call in the path of purchase, 2014

8. 8
Some of Our 1,600+ Clients
Financial
Services
Utilities RetailTravel & Leisure Property AutomotiveLegal

9. 9
The online customer
journey

10. 10
The online customer journey
I want to tour America
Meet Emma

11. 11
Driving Traffic
Insert other key words or
search queries here…
OR

12. 12
8 Weeks Later…
Continues on
Returns to
website via
Display Ad
Makes a
CALL
Agent takes
details
SALE

13. 13
Typical online customer journey…
PHONE
CALL
Multiple
Page
Views
Multiple
Visits
PPC
Keyword
Company
LOGO
IMPORTANT WEBSITE TRANSACTIONS

14. 14
The problem
How can the marketing agency attribute the
digital spend to the phone enquiry?
Phone
Enquiry
-------
SALE
PPC
Specific
Keyword
Multiple
Visits
Various
Marketing
Channels
Important
Website
Interactions

15. 15
How does
ResponseTap work?

16. 16
Dynamic Numbers

17. 17
Arrives at website
To start research
phase
•SEO
•PPC
•Social
•Email
•Display
•Other
Browses website
Visits multiple times
Conversion page
Dial’s Dynamic
Number
Continues to narrow
research
Tracksources
0800 123 4567
Full Digital Journey + Phone call

18. 18
Online Journey
Offline Channels
Mobile Channels
Insight
Hub
Bid
Management
Marketing
Automation
CRM
Contact
Centre
Other

19. 19
ResponseTap
Dashboard

20. 20
Review call handling and overall performance in
a selected date frame. Enabling you to quickly
evaluate the effectiveness of the marketing
campaign.
All ResponseTap data can be exported via the
call log within the Call Reports field.
The Dashboard

21. 21
The Call Log
The unique visitor
originally visited the
website via PPC.

22. 22
The Call Log – continued…
This information is recorded
by the call handler via the Post
IVR feature.
The call log captures information about the customer journey, from first click
to last click.
The example below is the final visit which resulted in a sale value of £500.

23. 23
Conversion Pages

24. 24
Single Numbers

25. Brand New Insight Hub

26. 26
Google AdWords Integration
New added goals in analytics to complete the ROI
piece

27. 27
Google AdWords Integration – continued…
The keyword report is showing the sale outcome of the
phone call, so the ‘Post Call IVR’.

28. 28
Return on investment

29. 29
Hubspot Integration

30. 30

31. 31

32. 32

33. Thank You
Oyin Bamgbose
Sales Manager
Oyin.bamgbose@responsetap.com
DDI: 0161 820 7731
@ResponseTap