This interview with the CEO of Convirza, Jason Wells, and the CEO of SiteTuners, Tim Ash, is part of the Convirza Webinar Series. The following is the Q&A portion of the presentation.
McKay Allen: Yeah, we’ve got a lot of good questions here. So we’ll go through as many of them as we can. Let’s see here. Can you talk about analyzing PPC or let me see here. I’m trying to understand this question. So are there any downsides to customizing websites? There are a couple of people that have asked that, customizing content on websites.
It says that somebody could be confused if they come to a website for a second or third time and it may feel like they’re walking into a house and the furniture’s been moved if some of the content’s been personalized. What’s your reaction to that? Are there any negatives to personalizing that content? Can it be done too much or too frequently?
Tim Ash: Well, it depends on the nature of your interaction with them. If you paid money and it’s a pay-per-click campaign they’re only going to see it once. They can’t find that landing page without stumbling across your ad again, so it’s kind of a go big or go home situation. You should take all of the available information and bring it to bear.
Having said that, if they’re coming back frequently what you want is a consistency of experience, even if you’re improving the experience, you don’t want them to freak out just because something changed. If something’s constantly changing, that’s bad. But certainly there’s a distinction between a first time visitor and a return visitor is often very meaningful and they should get a different experience.
McKay Allen: Good stuff. Greg asked a good question that has a really simple answer, so I’ll just answer it, and Jason, you can hop in. He says “Are you saying that Convirza automatically parses the conversation for words and has automated the phone lead scoring process?” That’s precisely what we’re saying, Greg. You can answer that, Jason.
Jason Wells: Precisely it works. It’s pretty incredible, but yes, precisely.
McKay Allen: That’s both the content of the conversation, as well as the tone of it, and I find that that emotional thing that you talked about, of stress levels in the voice or knowing if someone’s pissed off or happy that’s huge. Because you might be able to say “This sales rep is bad because he basically pisses people off more than others.”
Jason Wells: Yeah, and that is valuable insight, even if you are the digital marketing person, you care about that.
McKay Allen: Right. There’s a lot of bleed over from a lot of these analytics into other areas that traditionally have been silo-ed. They probably shouldn’t be. Okay, Tim, here’s a question. Have you seen any indication or any impact I should say from Google’s new not provided organic search term? Has that affected landing page optimization or personalized content at all in any way you’re aware of? We’ve got three or four people asking about that, actually.
Tim Ash: Well, it certainly made it harder to do the obvious stuff. You can still do that via pay per click and that’s what Google really wants you to end up is bidding for those PPC ads. But now you’re not getting essentially keywords off of SEO. But even the smallest, little micro-trails of behavior on the site, how long you stay on a page, what page sequence you use to navigate, if you know I went down one path versus another or backtracked back to the homepage, you can make assumptions about what’s going on and trigger some very simple changes based on rules.
McKay Allen: Awesome, and then Jason, we’ve got several people asking about web hooks and how they work. So people are asking “Can this integrate with this CRM? Can Convirza integrate with this CRM? Can you push data into this?” Can you on a high level explain how web hooks work and we can talk about a few use cases for them. But we’ve got people asking a little bit about what those are. Can you give us a little bit of information about them?
Jason Wells: Sure, absolutely, great question and it’s one of these drill downs. The simplest way to think about it is a web hook is in the same form, the same way as an HTTP post or like a pixel fire in Google Analytics, right? You are essentially sending information to any web service. So any receiving web service can take the data and then absorb.
That’s pretty much the case with almost every SaaS that’s out. That’s Software as a Service. So the Marketo’s, the Infusion Soft, they are designed to be able to take that data and pull it in. A CRM, for example, like a Sales Force can take this data from an outside source. We essentially can post that to any web service and make that available. Again, that can trigger automated emails.
So what it would do is you could take the lead score, for example, that came on the phone call. You’ve got a high lead score and you can put that then into your CRM, or your marketing automation, which would then trigger a nurture campaign based on a particular lead score.
So if somebody scores, taking it from a zero to 100, if somebody scores at 50 or above, then they get one nurture campaign. So you get classified there. Or if they are below that, then they get a different nurture campaign.
Tim Ash: If I may add to that and expand it a little. I think that the overarching theme of the webinar today…I want to just leave you with this thought that “You need to do the plumbing.” If you want to do the advanced stuff, things need to talk to each other. This real-time validation and things I was talking about has to happen quickly. These hooks to talk to other systems or alert other folks that something changes or is important happening, those hooks need to be there.
So it’s pretty simple. It’s HTTP posts or the API’s using XML and things like that, if you’re a web technologist, this is not rocket science. But you need to build those pipes and that plumbing and those connections, if you really want the gains from the kind of stuff we’re talking about.
McKay Allen: That’s a great point, Tim. One more question each, gentlemen, and then we’ll conclude. Is that all right?
Jason Wells: Of course.
McKay Allen: Tim, this is a question that people are asking. So you mentioned a lot about adding data append if you will. Do you have recommendations of companies that people should look for and maybe you mentioned some during the webinar that a couple of questioners are forgetting? But do you have any recommendations as to who people should work with for that?
Tim Ash: Well, there are lot of data sources and what it come down to the prices are all over the board, especially for consumer data append. So it’s going to coverage, the quality. You can usually ask these companies for a small sample and determine if that jibes with your own data, like run it against your existing customer data and see how accurate it is and whether it lines up.
Then cost of course, like I said, basically there’s no set price for this stuff. People have volume discounts or they charge an arm and a leg, so I don’t have any data providers to recommend, just systems that are more on marketing, real time side.
McKay Allen: Great, and then, Jason the last question for you. We’ve got a couple of people asking the SEO local number, call tracking question. So the precise question is “Is there an SEO downside of displaying a different phone number than the one that you would typically display because that’s the whole point of dynamic number insertion on the website?” So Jason, why don’t you go ahead? We’ve written a lot about that internally. I may jump in after you’re done.
Jason Wells: McKay can probably jump in and answer this better than I can because he has written a lot about it. But ultimately that’s one of the beauties of dynamic number insertion. Because when your website is indexed based on your standard number, so you have your main number and that fits on your website and that’s what gets indexed by your SEO… by Google and the various algorithms.
It only changes when it’s linking from… when you’ve established a reason for it to change. So we haven’t seen anything that has an impact. Have you found anything else in your research, McKay? We’ve done a lot of this.
McKay Allen: Yeah, so the do’s and don’ts and I think the problem historically with this has been that a lot of local SEO “experts” have painted call tracking with a broad brush unnecessarily. They haven’t treated in a very nuanced way. Then I think the problem, frankly on the other side, is call tracking providers have not been as careful as they should have been over the years.
So the long and the short of it is the do not’s are don’t put call tracking numbers on directory listings. That will mess up your NAP, your name, address, phone number placement that Google looks at, so don’t do that. But it is widely accepted and totally mainstream and 100% okay to use dynamic number insertion on your site.
And the reason is because that local number remains hard-coded in or local or toll free, whatever one you’ve used on your site, remains hard-coded in your site and dynamic number insertion simply switches that out via a little bit of Java Script, along the line of the way personalized content works.
Tim Ash: Exactly right, and so, I was going to say there’s a lot of fear when landing page, testing tools came out including Google’s own Google Website Optimizer back in the day saying “Oh, well. Isn’t that cloaking? Aren’t you just kind of putting content out there that’s not real content to get around the search engines?”
The official word is “No, that’s okay. As long as you’re using it for legitimate purposes and not misrepresenting anything, it’s okay to have dynamic content.” Most the web these days is dynamic.
McKay Allen: Yeah, that’s exactly right. So that’s a great analogy, Tim. It obviously works perfectly well to do that for landing pages and for websites to change out content, to move things, and literally what you’re doing is you’re changing a few digits. So yeah, that’s the correct way to use it, is to use dynamic number insertion and it has absolutely no negative SEO benefits.
Well, gentlemen, thank you very much. That was great. We appreciate it and everybody thanks for coming. We appreciate it.