Boost Conversions by 20%: A Call Tracking Case Study

Online data is easily retrieved through e-commerce, and frameworks such as Shopify that offer point-of-sale (POS) functionality, together with other social interactions and Google Analytics, combine to create a comprehensive view. but not a complete one. Up until now? CallTrackingMetrics, guardians of a genuine omnichannel strategy, has launched the first Shopify integration that records incoming calls and answers them.

The Shopify company’s 2023 annual financial report indicates that its total sales were $7.1 billion.

Let’s delve into the case study that resulted in 20% conversion rates for a mid-sized e-commerce company!

Clarifying call tracking conception

Call tracking entails tracing the origin of incoming calls to a firm using a distinct phone number. It enables marketers to obtain information from consumer phone conversations that demonstrate exactly what marketing campaign or strategy prompted the contact and what the call’s outcome was.

A call-tracking system is used when a consumer phones a business using a call-tracked phone number. This system logs information about the call, including the caller’s phone number.

  • Date and time the call was made
  • The call’s duration
  • Waiting period

Call tracking may increase the efficacy of campaigns by optimizing call routing with the use of analytics. In other words, Call tracking is a software-driven performance marketing strategy that yields and links a unique phone number to a certain marketing campaign or advertising.

Case study: Boosting 20% conversions rates

Company profile

Its e-commerce platform for online storefronts and retail point-of-sale systems is entitled Shopify. Online businesses may avail themselves of a range of services via the Shopify platform, which includes tools for customer engagement, marketing, payments, and delivery.

4.6 million shops in 175 countries have been served by Shopify as of 2023.

Shopify is an easy-to-use e-commerce platform that provides a simplified dashboard for small businesses to design and sell their products online.

What challenges are faced at the initial stage?

Shopify, and many like e-commerce platforms or some other industries face multiple challenges in its starting point. The elimination of call tracking systems in such e-commerce platforms has created a limited visibility into customer interaction and insights which enables them to inconsistent follow-ups with leads generated via phone calls and ultimately affecting their sales funnel.

  • They struggled to understand the customer behavior and their specific needs and preferences due to a lack of detailed call data.
  • Facing difficulty in handling leads efficiently and thereby leading to potential lost opportunities.
  • Seeking problems while recognizing which marketing channels were running the most phone calls and high conversion rates.
  • Due to a lack of inappropriate call recording data, they aren’t able to support customer issues and inquiries.

What tactics were employed?

When they were tired of indulging every useful tactic for effective conversion rates, now they came up with fruitful strategies i.e. advanced call tracking solutions to drive business growth and higher revenue generation.

  • Relying on the visitor’s referral source, the call tracking system deployed DNI( Dynamic Number Insertion ) technology to automatically show unique phone numbers on the business’ website.
  • By tracking relevant keywords that drive particular phone calls, the e-commerce company has developed valuable insights into the actions of its search engine marketing ( SEM ) campaigns.
  • Shopify also employed another mindful technique of putting money into call tracking platforms that feature the recording and analyzing of customer or say client call data for recognizing customer preferences and areas of improvements in marketing approach as well as customer outreach services.

What’s the outcome after the call tracking implementation?

If we talk about its eventual success, you are likely able to envision what may happen in terms of the installation of call tracking…

Still not getting it? Let’s scroll down to some achievable results :

  • When amalgamated other marketing strategies with call tracking solutions it resulted in almost 20% increment in conversion rates. The e-commerce company simply observed the upgrading in their conversion rates and therefore attributed to a better understanding of customer interaction in a more personalized manner.
  • They gained valuable insights into customer behavior patterns and preferences, accessing them to deliver marketing messages and offerings in a more customized way.
  • They achieved remarkable success in enhancing marketing ROI and that’s why now they can reallocate resources to high-performing channels via monitoring specific marketing channel conversions.

Salient learnings

Call tracking plays a pivotal role in leading higher conversion rates and executing marketing access with a higher return on investment. Call tracking is considered a god-gifted tech solution for those who conduct their business interactions mostly offline.

An e-commerce company like this is empowered with qualified lead generation via phone calls, text messages, social media platforms, and a lot more. Call tracking has largely contributed in the area of customer engagement and sales outreach programs. If concentrating on its degree of achievement, the above case study straightforwardly underscores the importance of authorizing the dynamic potency of call tracking technology as an integral part of your comprehensive marketing strategy.


The case study indicates the groundbreaking versatility of data-driven marketing strategies by revealing how the deployment of a call-tracking system encouraged our customers to achieve a measurable 20% rise in conversion rates.

when call tracking tools are fused with contemporary marketing strategies;

  • Obtained useful insights
  • Optimal advertising initiatives
  • Profitability of an online retailer

It will be more crucial for retailers and the platforms they use to adopt solutions that enable a genuine omnichannel approach —including call tracking capabilities—as e-commerce continues to consume a bigger and larger part of retail (and is predicted to do so gradually). Thus, it’s time to act seamlessly with customer experience.