Podcast: Making Phone Calls Pay Off with Irv Shapiro

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In this episode of Landing Page Optimization, SiteTuners CEO Tim Ash and Irv Shapiro, CEO of IfByPhone, discuss conversion through phone calls, integrating call analytics into the marketing process, and appropriate use of phone calls for businesses of various sizes.

Don’t Reinvent the Wheel

Tim asks Irv to elaborate on how the downstream conversions can be tracked back to into systems, and Irv explains that the system IfByPhone uses actually works another way - a record is inserted into a Customer Relationship Management (CRM) system where the sales are handled. That way, true conversion can be tracked back to calls, but within systems that are already in place.

The Line is Hot

Irv then goes on to discuss the nature of people who pick up the phone after going through a digital channel. He explains that it’s about urgency - people who are calling have already self-selected, and they are raising their hands. 

Response times are different compared to forms - if you don’t get back to them within five minutes, the lead becomes stale. Longer response times for calls means visitors have already Googled the next company.

Always Be Closing

Tim and Irv then wrestle with the best use cases for phone calls versus pure digital experiences. Irv notes that certain products or tactics are best addressed by forms.

When you have complex, infrequently purchased products, the bias should be towards the phone call. When you have repeat purchases or low-cost products and services, phone calls are typically just for when people get stuck.

A related use case is for cart abandonment. If a visitor has already left a phone number within the cart, it’s possible to get a salesperson to call that number through workflow, although this needs to be handled with a lot of tact so it doesn’t become invasive.

Gone in 60 Seconds

The two discuss how calls and call analytics really tie well into business-to-business(B2B) environments, where the buying decisions take longer and there are professional sales services. Irv notes that they did a survey and 59% of consumers indicated that they are more likely to buy from companies who respond to phone calls in under a minute.

That having been said, especially for B2B, you need to let customers raise their hand first. As IfByPhone is itself a B2B company, they let the customer take the action that says they’re ready for a phone call, even if they have the technology to contact visitors as they visit the site. 

First Air Date: August 26, 2013

Listen online or download the podcast from WebmasterRadio.fm