The "Long Tail" of Calls from Website Visitors

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Dynamic call tracking is the most advanced method of tracking calls today. It is based on assigning a unique phone number to each website visitor for a certain predetermined time.

This time is called the "room reservation time" - one of the most important parameters that are set when setting up call tracking. Too short a reservation time can reduce the accuracy of the data collected, and too long a reservation time can unreasonably increase the costs of purchasing numbers.

We decided to conduct an experiment and check how long it lebanon phone numbers takes for customers to make their first call to the company after visiting the site. Our assumption was that many of them make the call after quite a long time.


Fig. 1. Estimated distribution time of calls from visitors
In order to confirm or refute this hypothesis, we allocated a pool of 5,000 numbers and set up dynamic call tracking on the UIS company website (b2b, telecom). This number of numbers corresponds to the weekly site traffic from contextual advertisements. Each UIS visitor saw a unique phone number, which was assigned to him for 7 days.

Then, over the course of a month, we recorded all calls to the company from website visitors who came to the website from advertising channels, and entered them into a table of the following type:


Repeated and "random" calls (non-target calls, for example, wrong number) were then excluded from the sample. In this way, we were able to identify calls only from potential UIS clients and, based on them, build the following diagrams:



Fig. 2. Distribution of calls from visitors depending on the time from the moment of entering the site
It is easy to see that our initial assumption was completely disproved. Most calls (91.4%) were made by visitors no later than half an hour after entering the site.

The conducted research showed that in order to accurately track 91.4% of calls, UIS (like most companies from the B2B and B2C segments operating in business areas where customers make purchasing decisions without long delays) only needs to assign a unique number to a visitor for 30 minutes from the moment they enter the site. Such accuracy allows you to accurately analyze the behavior of visitors and use the collected information to optimize the advertising budget, work on increasing conversion and better understand your customers in general. Our next series of experiments will show how the data obtained varies from company to company, from industry to industry. We invite interested companies to conduct a similar study.

Dmitry Kudinov, head of CoMagic