E-commerce Insights: Winning at Paid Search ’07

6. Track paid search into your call center. Some catalogers have begun to display a visible Web source code on the bottom of each Web page. This code indicates which tracked link drives the click that initiated the current session. I think this is a brilliant innovation.

With such a code, when a caller tells your customer service rep (CSR), “I found you on the Web,” the agent can ask the customer to scroll to the very bottom of the page and read off the letter code in the brackets. The CSR then punches this Web source code into your order management system as if it were a catalog source code. This powerful idea allows you to track the spillover from paid search into your call center.