We have written a plethora of blog posts about Conversation Analytics and its many features and use cases.
This post will specifically focus on Conversation Analytics in relation to pay-per-call.
Words, phrases, intonation, volume, rate of speech, etc.–to determine whether the call is a good call or a bad call (and a bunch of other things).
It can even trigger conversion events within those tools based on the words said on the call.
They are using it to accurately determine the quality of the leads they’re producing, aggregating, or buying.
For example, instead of paying out based on call duration, lead buyers use Conversation Analytics to pay out based on lead score or sales readiness (two of the things Conversation Analytics tracks). Lead buyers are naturally more willing to pay top dollar for calls with high sales readiness indication. This makes sense for everyone.
Yes. It’s that good.
Our analysis shows, clearly, that call duration is only part of the puzzle when determining pay-per-call lead quality. It is important, to be sure, but it pales in comparison to the words actually said on the call.
What if online lead buyers and affiliates only paid attention to how long a visitor was on the website to determine lead quality? What if payouts were based on duration on site? What if what the visitor did while they were on the site were ignored?
That would be foolish and silly.
And yet, that’s how pay-per-call works right now. Performance marketers are blissfully ignorant of what happens on the phone. They base everything on call duration.
That’s foolish and silly.
It tells you exactly what happened on every call, allowing you to accurately judge the value of each call.