Demystifying Mobile App Lead Generation: Tracking Leads and Calls through Your App
A shroud of mystery surrounds mobile app lead generation – everyone says it’s incredibly effective, but few can tell you how to actually do it with efficacy.
In today’s era of online marketing and ecommerce, the allure of mobile is undeniable. While mobile adoption for ecommerce is more apparent in North America and Europe, emerging giants like China are also playing an important role, allowing a steady rate of increase in mobile purchase rates. In the middle of 2014, 26% of all internet users worldwide bought something via mobile.
That’s a staggering 550 million people. That doesn’t even include tablets, with 12% purchase rates – another 230 million. If that wasn’t impressive enough, take note that these are the millions who actually purchased; many others would research via smartphones and tablets and become leads, then finalize their conversion in person or via desktop.
So where does this leave the bewildered marketer or business person? How in the world do you track leads and calls through your app?
The Simplest of Ways
HubSpot – always a great source of research for information on ecommerce and online marketing – can give you a ton of great tips that show you how to generally perform app lead generation. They cover this topic in one of their posts: six ways to get more leads via mobile. Not very technical, sure, but let’s start with one of their most practical and simplest propositions: make your phone numbers clickable.
This is the foremost step that allows performance tracking. It’s a call to action and an interactive touch point in one. You can track who’s clicking, where they are, how many times the number is clicked in a day, how many calls push through, and so on and so forth.
A clickable phone number exemplifies usability for your consumers too: when researching on-the-go, they can click on the number to call and get in touch with you right away.
Okay, that’s all good; but how?
Lead and Call Tracking Tools
If you only want to get a feel for mobile app lead generation, you can use your Google Analytics to track the performance of your mobile app. GA is already a powerful tool and many of its uses for website traffic modeling, lead tracking, and user acquisition can also be applied to mobile apps with a little tweaking. Better yet, you can use it free of charge, until you start needing its more advanced features.
While extremely useful, GA can’t do everything for you. External tools for lead tracking via mobile apps and calls are dedicated to the task, compared to GA’s all-in-one peg. These external services that specialize in tracking leads can get you very detailed information on their calls – call times, call lengths, call origins, lead tracking via numbers used, campaign performance based on calls, you name it.
One such tool is CallRail, which allows you to assign a number to each of your campaigns. For instance, you have three specific campaigns rooted in your mobile app and you want to track the performance of each. By using CallRail, you assign one number to each campaign to track important metrics like:
- Which numbers received the most callers
- Which numbers received calls from leads who actually converted
- Customer engagement and lead nurturing data gleaned from call metrics like length of call, call location, repeat calls, and more
Once you combine your GA stats with details from services like CallRail, you get the bigger picture of mobile app lead generation.
An Example Scenario
Let’s use a simple example scenario so you can visualize how lead tracking works on mobile apps using the just the two tools above: Google Analytics and CallRail.
We’re going to use a typical business model here that relies on a mobile app to drive user engagement and generate leads. Let’s assume conversion is completed elsewhere, though the following scenario can also include the possibility of conversion via the app (e.g. in-app purchases like micro-transactions) – only we won’t delve into it.
So you have a sales funnel that includes a mobile app to tap into mobile ecommerce, and you want to track your leads from your app. With Google Analytics, you can leverage aspects like Traffic Sources, Event Tracking and Flow Visualization to see user engagement:
- Track installs and measure how many users go through the first step of your funnel, how many drop off, and how many keep going
- See which devices your app is popular on and where your users come from for better demographic data for targeting
- Check repeat uses to quantify how much engagement users need before becoming a lead, i.e. clicking one of your numbers being tracked by CallRail
This is simple enough and you do this for your website. Now, let’s see how dedicated services like CallRail improves your tracking:
- Check which numbers are getting the most calls to gauge initial generation performance
- See where the calls are coming from, for better demographic data for targeting
- Find out how long the average call duration is per campaign
- Track which leads actually close
Now it gets much better, as you merge your two tools: GA with CallRail.
Set your GA goals to track events that lead to users clicking the interactive phone numbers CallRail is tracking. From here, you can track user acquisition and consumer behaviour from app install to call and even to conversion. You can also see patterns, such as:
- Which numbers got the most and least calls, and then you can cross reference repeat app use to call tracking, figuring out correlation between app engagement and lead generation
- Which numbers got calls from leads who actually converted, then you can cross reference campaign performance with conversion to figure out which aspects of the campaign led to better quality leads
- Which numbers received calls that took the longest to finish (call duration), which is indicative of either customer engagement or lack of information from the campaign – you can then reference the campaign’s specific consumer path to check which is which, along with the data from the call from your call recording
These are just some of ways you can get valuable insight from tracking your mobile app leads via GA and CallRail. There are of course more straightforward ones like knowing the location of your leads when they access your app and when they call. Combined, these basic and advanced information about your leads can help you refine your campaigns and even your business development strategy, at least in relation to your mobile app.
Mobile apps are truly versatile tools for a variety of uses, including lead generation. What you need are the right tools to track how your campaigns are doing, how you’re generating leads, how good your leads are, and what the results of your efforts ultimately lead to.
Mobile apps can be as useful and effective as everyone says they are, and now you know quite a bit to make them work for you.
About the Author:
Gino Paolo R. Diño is a content strategist, inbound marketer, freelance writer and editor. He has also authored two books – “The Hacker’s Guide to Getting to the Top of Google Search” and “Google+: Is Google’s Facebook Killer Doomed to Fail?”.