Conversions for site that sells thru phone

[skaye]

I would like some suggestions please. I am doing adwords campaign for a shop that moist of its sales are from customer seeing site then calling in. Thus I cant put conversion code on the after sale page.
I was thinking of putting a coupon on the site. Then I would see how many people who came in thru adwords downloaded the coupon.
Does anybody have an idea how I can find out how many people who used the coupon and bought came from adwords (as opposed to just finding it on the site)?

[netmeg]

Make two exact versions of the page with the coupon, one will be a normal part of the site and the other will be the landing page for the ad. Make sure none of the other pages on the site links TO that landing page, but of course you can put links to the rest of the site ON that page if you want. Have a different coupon promo code for each page; when the customer calls in, ask them to give the promo code on the coupon. If they give the landing page one, you know they came in via AdWords.

That's the cheap and easy way to do it. There are other ways too, involving separate phone lines and so on, but try this way first.

[ogletree]

You can get tracking phone numbers. There are several companies that will set you up with a phone number that is redirected to you main number. When the phone number is called their service will automatically hit your conversion page.

[eWhisper]

There are numerous ways to doing this type of tracking.

As ogletree said, you can have call tracking. You can have a different phone number per landing page, ad group, etc. Depending on how granular you want to track the data. It's common to buy a large amount of phone numbers for just a few months. Collect the data, turn off the numbers, and use that for bidding for a few months. After a few months turn them on again.

Some have different phone numbers per adgroup or engine.

There are some services that also do some sophisticated call tracking to try and determine what keywords/ad groups are sending the traffic. Understand the business rules before engaging in this type of tracking as you will have some error rates for many of these services. Just know you error threshold.

You can generate a code based upon the keyword/ad
copy/landing page that sits below the phone number. When someone calls, have the sales rep ask 'to best direct your call, can you please read the code below the phone number'. Record that number, rate the call, correlate the info.

You can use confidence timestamping looking at when calls happen vs when traffic hit your site and start to create confidence factors that this visit lead to a call. Easier with small amounts of visitors, almost impossible with a huge site.

You can be pretty creative with tracking calls, coupons, etc. It's a matter of dev, cost, internal training, time, and what info you need to know to make meaningful decisions.