Hopefully by now you see the importance of phone calls.
So, then the question is this: what should you do next?
Each visitor can see a unique phone number when they visit your landing page. This will tell the call tracking provider which source, keyword, ad, etc. generated the phone call. Use it. Putting a phone number on the landing page is your first step.
But won’t this distract the visitor from filling out the form?
Yep, we hope it will! Because, remember, calls are better than form fills. You want them to call.
Google offers a great free call tracking solution for AdWords. It is very basic, but it will tell you which ads, campaigns and keywords generated calls for your AdWords campaigns. The Google call tracking solution doesn’t record calls or provide any other data about the call, but it will show that a call was made. If you have a small AdWords budget use Google’s free basic call tracking tool. If you have a more substantial AdWords budget, you will want to consider a call tracking vendor.
Obviously most callers are going to find you via non-AdWords sources. For those calls, you need a 3rd party call tracking vendor. This will tell you if the caller found your site via a specific local ad vs. an organic search; or retargeting vs. a lead gen campaign.
It does this via dynamic phone numbers that could appear on your Unbounce landing page. For example, if someone visits your site via a specific organic search, they will see a certain call tracking number. However, if they visit your site via a paid ad, they will see a different call tracking number. This allows call tracking tools to determine which marketing campaigns, ads, and keywords generated the phone call.
Visitors to your website via different online sources (Google search, AdWords, email, banner ads, etc.) will actually see unique phone numbers on your website dependent on those sources.
For example: if I visit your website after an organic Google search I will see a different phone number on your website, than if I had visited via an AdWords campaign. This is the case with any online marketing method. Dynamic Number Insertion automatically inserts a unique phone number on your website dependent on how someone reached your website.
This is done via a snippet of JavaScript in the site’s header. This JavaScript literally switches the number dependent upon the source, as the page is loading. This allows Convirza to track which referring source generates calls.
This is the same method used for A/B testing, to create dynamic content, and even analytics tools. A snippet of JavaScript is simply used to temporarily display something (in this case phone numbers).
The average prospect call to a business contains 528 words. Those words contain buyer sentiment, customer intelligence, sales performance data, close rate and conversion data, and a host of other information.
Regular call tracking ignores this data.
Without getting into too much ‘salesy’ detail, our system uses sophisticated speech recognition technology and hundreds of thousands of proprietary algorithms to analyze the content of every call.
We analyze hundreds of individual phrases in a phone call to determine if a caller converted. The caller could convert in 1 of 4 distinct ways, depending on the industry, he could:
– Make a Purchase
– Make a Reservation
– Make a Commitment to Buy
– Set an Appointment
In the Q2 analysis of millions of call segments across dozens of industries we found that 29% of the total calls from prospects to businesses resulted in a conversion. You can see the breakdown of the data in the infographic snippet above.
That means that 29% of the callers resulted in 1 of those 4 actions. Calls convert 29% of the time.
One of our clients started tracking conversion rate and suddenly saw an increase of 157% over a 2-month period. What changed? Employees knew their calls were being analyzed.
This was one of the most interesting pieces of data the Q2 metrics revealed: agents (any employee that answers the phone) only ‘Asked for the Business’ in 11% of the sales inquiries they fielded.
The research also found that when an agent does ‘Ask for the Business’ the caller is 10.4x more likely to convert. That matters…A LOT!
This is critical for an ecommerce call center, customer service team, or sales team. How frequently is your team asking their client for an upsell? How often is the sales team asking callers if they want to become customers? Or, are they, rather, just answering questions and then letting the caller get off the phone?
Quite simply this is lead scoring for phone calls. In Q1, our data found that 49% of leads were either ‘Good’ or ‘Great.’
Calls from organic search are better, generally, than calls from AdWords.
Based on the words and phrases the caller used on the call, based on the information they provided on the call, a lead quality score is calculated. Just as with lead quality scores from marketing automation tools, these scores can be used to gather quality data about campaigns, ads, and even keywords.
A campaign that drives 40 phone calls with an average lead score of 73 is more valuable than a campaign that drives 80 calls with an average lead score of 47.
So, how many sales inquiry phone calls were ‘Missed Opportunities’ in Q2? In other words, how many calls should have resulted in revenue, but didn’t.
56%
That’s a staggeringly high number. This means that across the millions of phone calls we analyzed from DOZENS of industries, 56% of the time there was additional revenue left on the table. The agent failed to upsell, to close a deal, to book an appointment, or the caller become confused, frustrated or just, for whatever reason didn’t buy.
That’s a staggering metric that could change the game for any business that even gets only an occasional phone call.
Every business demands depth and power from their web analytics. We should demand the same depth and power from call analytics. Calls are more valuable than clicks.
So, instead of focusing exclusively on page conversion rate and form fills, you should—at least sometimes—stop and ask the question: how can I generate more phone calls?
