You probably met a situation when you visited a real estate website and did not indicate your data there, did not call or send applications, and after some time an employee of this company called you, asking about your intentions to buy an apartment. This method of attracting customers is becoming increasingly popular among realtors, developers, construction companies, etc.
How will visitor phone number identification technology work?
- How effective is this technology?
- What will be the value of the resulting leads?
- Do we comply with the rules and laws regarding the protection of personal information?
- Should this technology be used for advertising purposes?
How are phone numbers determined?
When we visit a certain site on the Internet, the server receives information about our visit, as well as access to Cookies. This allows the web server to open to the visitor the page they visited last time. And the fact that a computer and a server on the Internet interact more actively than an ordinary user might think should not be forgotten, and this should be reflected in the site's competent privacy policies. The technology for determining user phone numbers involves the analysis of cookies that the server scans. When the bot finds information about social networks, phone numbers and email addresses in these files, then it is scraped over the Internet to identify the phone numbers associated with the received information.
Despite the above brief description, various companies offer their own services to determine the phone numbers of users using various methods. Let's take as an example the SocFishing service for studying the technology of tracking the phone numbers of website visitors.
The social phishing service has an advanced information technology system, similar to the client relativity system, that allows you to create a blacklist of phone numbers and email addresses that will not be taken into account. The site visitor's phone number is identified, as well as the region in which the phone's SIM card is registered, the length of stay on the site, the scrolling rate and the user's IP address.
How effective is the number identification technology?
Using this technology, you can get the phone numbers of only 15% of your website visitors. This is a great way to reach customers from other regions, especially for sites with advanced SEO. To start using this technology, you need to provide a sufficient number of visitors from your target audience. For example, if you want to get traffic from Arkhangelsk, then you need to set up Yandex.Direct for this region. In the picture you can see the percentage of visitors who came to your site from various sources, such as direct (contextual advertising), SEO, through the SocFishing service, and also what percentage of all traffic are applications and phone calls. If you only spend money solely on responding to applications, then the price is quite acceptable, but if you take into account the cost of cold calls, then the price per application increases significantly.
My ratings may not quite correspond to reality. It all depends on how cold calls are used and how professional the staff is. In a discussion with a SocFishing representative, it was confirmed that the number success rate is 7%, and in order to reach the average call statistics, a minimum of 100 phone number definitions must be purchased.
Are we violating laws and data protection laws?
Phone numbers are not personal data. There is a corresponding explanation from the government about this. It is highly recommended that you include information about your Privacy Policy on your site, stating that you collect data from Cookies solely for good purposes.
Is this technology worth using to promote advertising?
It all depends on two parameters: the cost of a lead and the ability to invest in calls or hire a manager to conduct telephone conversations.
You need to understand that this traffic does not show the intention to purchase a product or service. If a person did not place an order or did not request additional information, then: Our proposal did not attract attention to him, and his interest was not serious. SocFishing is ready to help set up a system for tracking the duration of telephone conversations with customers and not count calls in payments that have not reached a certain threshold. You can also apply additional parameters for specific users, such as the time they spent on the site. This money can be invested in paid advertising campaigns to attract a high-quality audience and achieve permanent applications for an amount of 15 to 60 rubles. It is necessary to properly plan advertising campaigns in order to avoid moral trauma from cold calling.
Whether to use this technology for your business depends on the answer to the following questions: Estimate the average check and the amount of funds that you are willing to invest in an advertising campaign, as well as compare the effectiveness of different advertising channels. With this data, you will be able to conclude that you need to use phone number detection technology for your site.