As a content marketer, landing pages are an important part of my content marketing strategy. It allows us to capture leads and share content that gives potential customers what they need to convert. It also gives you the opportunity to have a page targeted and centered around one single objective – helping you to increase your conversion rate. That being said, it’s no surprise that marketers often use them in their campaigns and that there are multiple tools and apps that allow you to optimize them. Call tracking is one of those tools.
So…What’s a Landing Page?
A landing page is any web page that a visitor can arrive at or “land” on. In the marketing and advertising world, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single-focused objective.
At CallRail, we send potential clients to a landing page instead of our website because we want them to take a singular action, least they be inundated with all the call to actions available on our website.
Optimization through Call Analytics
Keyword-level call analytics with CallRail allows you to track the entire path to conversion from the initial click (say a paid ad from Google AdWords), through landing pages clicked on all the way to a phone call. For example, lets say a potential lead clicks on one of your Google AdWords PPC campaigns, and lands on one of the landing pages you’ve created for that campaign. If you are using keyword-level call tracking on that page, and the potential lead places a call to that number, your dashboard will show that the lead initially clicked on your AdWords campaign, then called your tracking phone number from the landing page.
You can also use two numbers for split testing different versions of landing pages and subdomains. This is something we often use internally to see what type of content (copy, images, colors) converts the most visitors. Plus, call tracking gives you the added benefit of features like call recording that give you more context into the quality of leads that are generated from your landing page.
Benefits of Call Tracking for Optimizing Landing Pages
- See every touch point a lead has with your campaign before converting over the phone. Use CallRail’s ‘Visitor Timeline‘ feature to see the exact landing page, and even other conversion optimization details like source, medium, and referrer.
- More than just attribution–not only will you be able to see how many calls come from a landing page, you’ll also be able to record calls for lead qualification and use call routing for better call management.
- Merge call data with your current software by integrating with marketing automation software like Marketo and A/B testing landing page optimization software like Optimizely.
- View one of the highest converting lead sources, phone calls, next to the data you are already tracking and get a full picture of what drives conversions.
Ready to use call analytics to measure the success of your landing pages? Contact us to learn more.