Call tracking for travel companies:
Fresh Tracks specialise in holidays to Canada for customers based in the US and Australia. Their team of travel advisers help clients plan and customise their holiday by offering advice and guidance on everything from hotels, to transport, trips, and more.
Prior to using Calltracks Fresh Tracks didn’t know how their calls were being handled, what their conversion rates were, or how they could improve their internal structure to increase conversions. They also wanted to know what keywords and digital channels were driving all the calls.
Fresh Tracks used Calltracks call recording to understand their telephone process from end to end. Fresh Tracks also introduced Calltracks Visitor Level call tracking and Sales Linking to analyse what digital channels were proving effective, and enable them to see what web pages and elements were performing well and help deliver a greater level of ROI.
Almost immediately Fresh Tracks discovered that they had a very healthy level of inbound calls, but a significant number of callers were hanging up after 15 seconds. Being able to analyse these calls in greater detail, Fresh Tracks found callers were getting through to their answer phone instead of a travel advisor. By listening to the recording Fresh Tracks also found that callers were unwilling to leave voice messages or request a call back – and would simply hang up.
Freshtracks were also able to understand important search terms and keywords that generated phone calls as well alongside the higher converting pages on their website. By utilising Calltracks in conjunction with A/B testing, Fresh Tracks were able to improve page copy and site layout to further increase their conversion rate.
Focusing purely on the callers who were hanging up Fresh Tracks were able to immediately improve sales by 15% in the first month alone. By identifying which search terms and queries were generating their higher value sales, Fresh Tracks were also able to implement a more aggressive bidding strategy, as they could clearly see the direct results in sales, revenue, and profit.
