5 WAYS MARKETERS CAN USE CALL ANALYTICS TO CONVERT MORE CUSTOMERS

Most marketers easily assume that inbound phone calls and anything to do with them is the entire sphere of a contact center. When your marketing is as simple as getting prospects on the phone and having the reps make the sale and then you call it a day, then you need to read along. 

If you are spending money on digital marketing to drive inbound calls to your business, you should have confidence in the people you trust to do that job and that you will be able to do it in a repeatedly. To make sure that’s the case, you are going to need some data.

Marketers Require their own Call Analytics

It goes without saying that it can be challenging to get the contact center to give you the inbound call data. This is not normally aligned with marketing and also, the data can absolutely be siloed. 

Analytics and reporting at the contact center are usually set up for its own needs and not that of marketing; therefore, even if you can get your hands on the data, it may end up doing you no good. Also, if you are not getting the data in real-time when you want to use it to enhance your marketing campaign; then it is as good as not getting them at all. 

Now, this is where marketing-designed call tracking and analytics come in. 

Naturally, you have access to customer journey data from end-to-end as well as attributions for your purely digital campaigns. But as soon as your customer picks up the phone, your data trails goes cold. There have been several clumsy approaches used in the effort of correlating phone calls to digital marketing. There are those that use the data which call centers enter manually and transfer them to the CRMs and there are others that depend on spreadsheets and even campaigns tied to hundreds and sometimes even thousands of unique phone numbers. However, all these approaches only lead to correlation which is different from causation, or in a marketer’s case – attribution. 

Call tracking software designed for marketers enables them to link phone calls to advertising and this way, they are able to know what marketing drove what call as well as what the results of the calls were. For instance, if a prospect calls a business through a call tracking platform, the business can identify what keywords, ads or webpages helped the prospect to make the call. If you find this convenient, here are 5 ways in which marketers can use call tracking to do just that and up their marketing game in the process. 

1.    Gain First-Party Access to Customer Data from a New Source

There is nothing as valuable now as getting first-party data. This way, you get information that is as accurate as possible about people who have contacted you intentionally to make a purchase. 

Third-party cookies are slowly declining and facing imminent death due to browser-based cookie blocking and regulations. Because of this, you will require first-party data to put people-based marketing programs into practice and to also create a cohesive marketing system that centers on the customers and their real-time behavioral data- and not third-party cookies. 

2.    Get your Landing Pages to Convert more Customers

A call tracking solution in place helps you to know whether your landing page is driving a lot of customer services calls and whether you are getting any sales in the process or if there is anyone calling at all or whether there is something wrong with the landing page. 

Call tracking platforms lets you assign dynamic phone numbers to your landing page so that you can easily see which copy and design drive the most sales by performing an A/B-test. When you are optimizing your landing page, the following elements are good to test in the process.

·     Size, position and color of phone numbers on the page

·     FAQs that minimize service call volume

·     The click-to-call buttons for mobile users

·     Adding or removing lead forms

·     Local vs toll-free numbers

·     Test CTAs that drive calls for instance "Call now to speak with a representative"

While testing, remember to test one change at a time, this way you will know what works and what doesn’t. 

3.    Make the Customer Journey as Personalized as Possible

An e-commerce webpage is not always a one-size-fits-all deal. You might want to show each customer a different content depending on who they are or what they are looking for. 

For instance, DISH Network discovered that requesting online shoppers to provide their credit card or social security numbers made a lot of them abandon their carts. To ensure that they convert the cart abandoners to customers, DISH reacted by quickly and seamlessly directing them to a call center experience that is especially tailor-made to their needs. This way, they utilized the call tracking platform to offer customized web and phone experience for such customers and in the process they were able to boost conversion rates. 

4.    Enhance the Call Center Experience

While most marketers may think that this should be the call center’s problem, it actually isn’t. If the call experience wasn’t good, your conversion rates will still reduce no matter how good your marketing skills are. Seeing that the customers have switched channels from online to the phone, it’s vital that the call center have information about who they are, where they have been and more importantly, why they are calling. Failure to have that information causes friction since the call center has to deal with matters like an incomplete view of the caller’s information, lack of context, frustrated callers and even calls that have been routed to the wrong place. 

If the call center uses a call analytics platform, they can get real-time comprehension about callers including details about their previous engagement history, and also the ad campaign and keyword that drove the call. Additionally, that information can help in automatically routing and filtering calls so that callers can get to the department or person that can best help them without having to be put through frustrating and confusing calls first. 

5.    Familiarize yourself with your Customers

Most people call a business because they need something. Through a call tracking platform, you can analyze the words and language a customer uses in a call to come up with ads, social ads, webpages as well as other advertising mediums that best reflect the manner in which your customers talk about your products. Bearing in mind the rising widespread presence of voice search, this approach can help you upgrade your SERPs in words that are more familiar with people today. 

You can also collect demographic data from call analytics which can help you precisely target your customers and even come up with replica audiences on social cites like Facebook and YouTube. This will help you discover more your most valuable and determined customers.