4 Advanced Techniques to Improve Call Conversions

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4 Advanced Techniques to improve call conversions

Callers are hot leads. There are some businesses that cannot support phone calls as a conversion channel, but for the industries that can, call conversions can run races around web leads.  Convirza (formerly LogMyCalls) research indicates that a significant number of businesses see this too:

  1. It takes 3 web leads to produce the revenue generated by 1 phone call
  2. 64% of businesses say a phone call is their most valuable lead
  3. A caller is 10 times more likely to convert to a customer than a web lead

A lot of this is due to the fact that callers are at the bottom of the sales funnel; they enter at a point when they are ready to take action, whether it’s a sale, support, or something else.

Tracking and optimizing calls can be tricky, but given the higher conversion stakes, it’s something worth learning.

In a webinar with Tim Ash, Convirza CEO Jason Wells shared four ways to get the most out of a phone call

1. Dynamic Attribution

One of the first challenges is attribution. After all, if you display your phone number on the web site, and you give it away or use it on other channels, then how will you know which efforts are working?

To understand and optimize phone calls from the web site, you need to dynamically insert the number being given. It sounds more complicated than it actually is - it’s actually a fairly simple Javascript code which establishes a class. You can then connect a unique number to it and “segment” the data being used. Depending on how far you want to drill down, you can connect the number to the URL to see how a particular PPC landing page is performing, or connect the call to a session to see conversions broken down on a more granular level.

The great thing about phone calls is they can provide data back into your analytics software. You can run them through an analytics engine and attach attributes for conversions and sales readiness, and then tie the data back into your more general marketing and lead generation activities.

2. Phone Lead Scoring

If you can already see which calls are coming from your web site, the logical next step is to assign a value to the phone lead, and review which efforts you should continue and have more of and which efforts you should stop.  If this sounds almost exactly like what you’re doing on AdWords landing pages, web forms, and email campaigns, that’s because it’s precisely that - lead scoring.

You can see the close rate by lead source, like a campaign landing page, and check if the lead score is worth the price of cost per click. You can check the close rate of your customer service agents, and identify where there are gaps. With enough refinements, you can stop the efforts where you are targeting the wrong audience, and you can improve your internal handling of calls by spotting patterns and seeing what works.

3. Conversion Tracking

Even if callers are hotter than web leads, you’re not going to convert everyone. Some callers will want to know if an item is in stock. Others will want to set up an appointment. Some people will check order status. And of course, some callers will make a purchase.

The idea is that you have a path for all of them. You need to be able to track, and have a plan for, at least the following things:

  • Appointments
  • Follow up calls scheduled
  • Actual purchase

Additionally, you’ll want to be able to bring that data back into your more “general” tools, like your Customer Relationship Management (CRM) system. If you do this, when callers don’t convert, they are not lost causes yet:

  • If you have no inventory, the CRM can handle putting the person in a lead nurturing campaign until you have restocked
  • If the issue was price, you can use an email coupon to reflect what the caller indicated on the phone

You can also use web hooks to trigger activities that raise flags, like missed opportunities, so the company can act on them.

4. Infrastructure and Logistics

Even if you’re technologically prepared for phone tracking and conversions, staffing, logistics, and infrastructure can be complicated. Not all businesses should or can afford to have someone manning the phone 24/7. 

When phone calls are missed, are they being tracked? What time do you have the most missed calls? Knowing these can lead to better decisions about staffing.

How is location being handled? If the business is large, is locality being taken into account? This can have a significant impact on conversions.

Having an Interactive Voice Response or IVR as a catch-all (when no one is manning the phones) is a given, but what can be missed is that those systems need to tie back into analytics systems so you can make smarter decisions moving forward.

That’s it. If you use dynamic attribution, phone lead scoring, conversion tracking, and smart logistics handling, you should be able to capitalize on this important conversion channel.

Learn more about personalization, phone conversation parsing, web hooks, and the impact of dynamic number insertion on SEO.

Read Advanced Marketing Optimization Q&A with Jason Wells and Tim Ash.