Track exactly which publishers are driving quality phone calls

Transcription

1 Track exactly which publishers are driving quality phone calls

2 ResponseTap - The call tracking specialists What is rtap-performance? rtap-performance is an Affiliate call tracking solution which is powered by rtap-intel, our market leading product. rtap-performance benefits from the flexibility and accuracy of rtap-intel and delivers the tracking and functionality required by the affiliate market. rtap-intel bridges the gap between online and offline conversions by providing full reports on every website visitor, including how they found the website, the keywords used, the Publisher that drove them there, and the pages they viewed before, during and after each phone call. rtap-performance ensures Networks, Publishers and Advertisers can enable, trust and benefit from PayPerCall. How does rtap-performance work? 1 The Network provides a PayPerCall 3 ResponseTap collects and validates solution to the Advertiser using the phone call data and makes it ResponseTap. available to the Network. 2 The Publisher drives phone calls to 4 The Network pays the Publisher the Advertiser via a ResponseTap for quality calls. call tracking number to generate actions for the Advertiser. Call leads Phone call performance tracking just got easier! ResponseTap has been used for tracking affiliates since 2009 and now rtap-performance takes this tracking to a whole new level, providing rich data that is collected and processed according to the unique requirements of Performance and Affiliate marketing. Data from call Publisher Network Advertiser Commission Paid per Sale/Action Data from call Commission Paid per Sale/Action 2 3

3 Why use PayPerCall? It has been predicted that PayPerCall will grow to be 10 times bigger than PayPer Click advertising by Generate better quality conversions In ResponseTap s experience, calls drive higher revenues and better conversions. Businesses have reported that on average calls convert approximately 25 times more than clicks and produce about 20% more revenue per conversion, due to the ability to cross-sell. Attract top Publishers Low commission potential and poor quality or too few links are the main reasons Publishers do not promote an Advertiser after joining a programme. 2 Offering calls as a conversion option to Publishers provides access to new markets where clicks do not deliver the best return. PayPerCall allows Publishers to maximise their potential, allowing them to adopt multi-channel campaigns. Capitalise on growing trends Mobile web usage is increasing and this trend naturally lends itself to response via phone; especially from mobile search which Google predicts will match desktop search in volume by Retain Publishers The main reason why Publishers leave an Advertiser s affiliate programme is because they find a better advertiser. 3 Advertisers are in competition for high performing Publishers. Add PayPerCall to your programme and offer commissions across multiple points of conversion to ensure you attract and retain the best Publishers. 1 Forbes & 3 econsultancy Affiliate Census 2011 Who s already using ResponseTap? ResponseTap s call tracking technology has already been discovered by many well-known brands in the UK, both large and small 4 5

4 Visitor history Reports This report shows you how each visitor interacts with your website and over the phone, including how they found your website and which campaign led to each telephone conversion. You can start to see a pattern of which Publishers are driving you traffic at different points in the funnel. Dashboard The dashboard provides a snapshot of phone call and visitor data to help you quickly identify trends. You can also review your call handling and campaign performance over time. Caller locations Understand where callers are located, which geographic campaigns are working and which require optimisation. This mapped report will also allow you to spot any outliers and advise any Publishers who may be supplying you with leads which are outside your areas of service. Manchester Calls: 594 Call log A detailed table of individual call records showing the traffic source, the Publishers that drove the lead and whether the call resulted in a sale or lead. 6 7

5 Conversion attribution Highlights the touchpoints which are involved in the path to conversion leading to each inbound call. Call volume Identifies which Publishers and campaigns are driving the most traffic to you and provides a breakdown of whether these are first time or repeat callers. Call duration This report shows call length by campaign and Publisher and allows you to quickly assess the quality of the phone calls your Publishers are sending to you. Time (sec) Google PPC Direct traffic Conversion pages This report identifies the top performing web pages that are driving calls into your business. Keyword report Find out which keywords generate phone calls to your business. ResponseTap reports on every keyword including long tail and misspellings. Keyword analysis Cheap holidays Late deals Winter breaks Cheap holidays Holidays Late to Spain deals Majorca Winter late deals breaks Cheap flights Holidays to Turkey to Spain All inclusive Majorca holidays late deals Package Cheap holidays flights to Egypt to Turkey Flights to All Spain inclusive holidays Hotels in Package the Algarve holidays to Egypt Other Flights to Spain Hotels in the Algarve Other 8 9

6 What our clients say Why Advertisers should track all calls ResponseTap is a robust and granular level call tracking system. It provides us with key insight and understanding of our media activity, enabling us to both improve optimisation and leverage our campaign performance, driving better results. Their customer service is excellent and I would be happy to recommend them across any of our clients. ResponseTap remain a valuable and trusted partner thanks to their robust tracking solution. The call insights have helped close the gap on reporting, providing the full visibility on the lead numbers our marketing efforts are driving. Richard Brosgill Market Analyst, Forward3D Want call insight for all of your advertising channels? rtap-intel provides a unique solution which allows you to track all phone calls from your website at visitor level, not just your affiliate calls. rtap-performance brings visitor level call tracking to affiliate marketing. To extend visibility to all your inbound calls, speak to us about opening an rtap-intel account. This provides invaluable insight, allowing you to optimise other online and offline marketing activity outside of your Publisher network. It will also allow you to benchmark the performance of all your marketing activity, including the performance of your affiliate campaign, to ensure each campaign is proving successful. Michael Leppan Head of Interactive Technology, Mediacom We have worked with ResponseTap for the last three years, and have consistently found their products to be innovative and effective in making a genuine difference to optimisation of our clients campaigns. Over that time we have developed a close working relationship with their account managers and support team, all of whom have proved knowledgeable and helpful, allowing us to gain a full understanding of the product and tailor it to fit a variety of client needs. The results speak for themselves: One of our clients used rtap-intel to increase offline revenue by 30%, another cut their PayPerClick spend by nearly half, and another cut their cost per lead by a massive 80% after viewing the data we recorded. Aidan Grant Head of Systems, Carat Media 10 11

7 Advertisers How do Advertisers benefit? How does rtap-performance work for Advertisers? Drive more sales over the phone: Publishers can now send you phone call actions which convert better and are worth more on average. Create a more attractive affiliate programme by offering another path to conversion for your Publishers. Increase online and offline conversions by providing customers with the reassurance of a phone number if they need it. Block the most controversial leakage point your phone number: You can now plug that gap, track every web-generated phone call and attribute them to Publishers accordingly. You install the rtap-performance code across your website. The code dynamically changes the phone number so that each visitor is tracked back to the exact traffic source. Key Features You make the sale and rtap-performance qualifies the call. Track your approved Publishers over a set cookie window. Define what a quality call looks like: Qualify a call by talk time, sales and leads, and repeat caller. Report on your conversion paths and visitor touchpoints: View path-toconversion data at visitor level for affiliate traffic. The Network receives call data and pays the Publisher for quality calls

8 Networks How do Networks benefit? How does rtap-performance work for Networks? Generate additional revenue from previously untapped offline phone call conversions. Easily adopt a trusted call tracking solution with little to no software development required. Access a richer data set through the UK s leading call tracking solution. Key Features Help Publishers drive more leads by allowing them to adopt a multi-channel approach. Capitalise on the growth of mobile by facilitating the most natural method of converting a phone call. rtap-performance integrates with your technology to show phone conversions alongside your tracking. ResponseTap provides your Advertisers with code to dynamically change the website phone number to track each individual Publisher. Real time data access and transfer options. Set your own commission structures for each Advertiser and Publisher: Use the call qualification data to determine commission pay-outs and overrides. Select the affiliates you wish to track. When a customer calls a tracking number ResponseTap provides both the call and the Publisher data to you in your preferred format. You report these phone call conversions to the Advertisers and the Publishers as you would other conversions and pay the appropriate commission

9 Publishers How do Publishers benefit? How does rtap-performance work for Publishers? Earn more commission: Get paid for telephone sales in addition to online sales. Broaden your campaign and conversion options: You can now promote campaigns using offline marketing, or provide a phone number giving a more natural method of converting. Key Features Access more opportunities: Industries such as travel, finance, local services, high ticket or complex products typically convert better over the phone. Publishers previously struggled to fully capitalise on Performance Marketing for these companies. When you send traffic to an Advertiser, rtap-performance will dynamically display one of your unique phone numbers to the website visitor. Robust Tracking: rtap-performance code sits on every page of the Advertiser s website to ensure calls are tracked, analysed and reported. Phone calls are tracked based on session and traffic source, so you can even be awarded the sale if the customer writes the number down and calls later. All phone numbers are uniquely assigned to each Publisher to ensure you are rewarded for the calls you generate. If that website visitor calls, rtap-performance identifies the Publisher, the visitor information and collects the phone call outcome data. This data is then sent to the Network for processing. You are paid by the Network for quality calls

10 Market leading features Missed Call Alerts Call Recording Dynamic Call Routing Sales and Leads Tracking This feature will send you an as soon as you miss a call. This allows you to manage potentially lost leads more effectively and close more deals. The will include information including the callers telephone number, Publisher, how they found your website, which keywords they used and more. Dynamic Call Whisper The Call Whisper feature enables a user to create a short phrase that can be read out to the call handler before and/or after a call. This means that the call handler has more information about the caller so they can handle the call more effectively. The phrase could include anything, including how the caller found your website or the keyword they typed in. You can even create your own custom message. With ResponseTap, you are able to activate a call recording feature to hear what your customers are saying and how the calls are handled by your staff. This could be used for internal training and monitoring purposes. Call Benchmarking This feature allows you to easily evaluate calls based on their duration. You can classify calls as anything from a call that dropped during your IVR to a hot lead. You can also use this feature alongside other features to customise reporting and provide better integrations. idnr This feature allows you to route your calls according to how the visitor has found your website, enabling you to direct the calls to the most relevant team, department or person within your business. Invisible Dynamic Number Replacement Most call tracking services rely on JavaScript to change the phone number on the web page, but this usually results in the visitor seeing the number change quickly from your standard number to a call tracking number. Avoid this situation with Invisible Dynamic Number Replacement, our solution where the visitor cannot see the number change in most situations. URL Sales and lead data can be logged in numerous ways against each phone call so that you can track the ROI of your marketing. It can be entered manually via a web interface or via the telephone by the call handler. URL Callback The URL callback feature allows you to send data about the visitor/caller at the start and/ or end of the call in real time. This advanced feature uses simple URL parameters to pass the data to an online system that you define. This feature can be used to store the data in a database, integrate with other online solutions like web analytics or CRM solutions, etc

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