Sammamish, WA, 22nd September 2008 According to a study by the Direct Marketing Association, the Internet will account for 46% of all catalog, retail and e-commerce sales by 2009. When combined with the increasing competition in the Internet marketing environment, this fact undeniably supports the importance of capturing data from visitors to a website. This presents a challenge for businesses that market products online, but make sales offline, as the traditional method of online lead data collection is dependent upon the prospect to offer information. Although many consumers research products online, few are apt to submit leads via Web forms. Considering that 48% of leads are inbound calls, it is safe to assume that consumers are going to pick up the phone when they are interested in a product. If a Web site lists a trackable phone number, phone lead data is captured just like an online form submission, with one exception – the prospect is put in contact with the seller at the peak of their interest.
For the sales organization, inbound phone calls are guaranteed exclusive communication with interested prospects. Deploying trackable phone numbers on Web sites not only captures lead data, it provides a better means to measure website traffic. The data captured from phone leads with a call tracking system provides actual ROI on Web advertising. Simply put, listing a trackable number on a website increases lead volume and quality to maximize sales and marketing opportunities.
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