How great would it be to have the ability to access important call metrics in the same place that you track all of your web analytics?
With Convirza for Advertisers, you can.
Until recently, marketers could only view the call data associated with their campaigns by logging into their call tracking platform. It’s now possible to get a unified view of your data by pushing call metrics into your Google Analytics account.
It is now easier than ever to gain a comprehensive view of the ROI associated with a specific keyword, campaign or marketing channel.
Convirza for Advertisers makes it incredibly simple to set up call goals in Google Analytics in the same way that you would set up goals associated with web conversions.
So, what kind of call data can you send to your Analytics account? We’ll describe the precise metrics in the rest of this post.
A goal conversion for the web can involve a number of actions such as making a purchase, filling out a form, downloading sales collateral, etc.
These goals represent an action that contributes to the fulfillment of your target objectives.
In the case of a phone call, the goals associated with moving a prospect down the sales funnel will vary according to your specific business and industry.
There is a ton of useful information that you can pull from phone calls, but for the purpose of tracking goal completions in Google Analytics, we have narrowed them down to four key metrics. They consist of:
– Sales Inquiries
– Good Leads
– And Missed Opportunities
These four points provide critical information about the phone calls that your campaigns are driving. Let’s start by discussing calls that contain sales inquiries.
With Conversation Analytics, we can determine with a high degree of accuracy, whether or not a call involved a sales inquiry.
The screenshot above displays the results from a campaign with the associated conversion rate percentage and number of phone calls that contained a sales inquiry.
These sales inquiries can indicate a number of important actions that took place on the calls, such as:
– The caller demonstrating interest in the product or service
– The caller asking specific questions about the product or service
These types of interactions on phone calls help us distinguish between callers that are legitimately interested in becoming customers and callers that are simply asking questions for information purposes.
As far as phone calls are concerned, there are typically four types of conversions:
1) Appointment Set
2) Reservation Made
3) Commitment to Buy
4) Actual Purchase
The specific action that is labeled as a conversion will obviously vary according to your business and industry.
This screenshot displays the percentage and number of phone calls that satisfied the goal requirements to be classified as conversions. Conversion data provides a strong indication of the lead quality and sales performance associated with a specific campaign.
When you understand how well your calls are converting you can begin to make improvements to your sales process and optimize your campaigns to drive better leads.
The best lead scoring platforms gauge quality with data extracted from the actual conversations between prospects and sales professionals.
Leads can be scored according to a wide range of criteria but some of the most common factors involve:
– Readiness to Buy: Is the caller prepared to buy within a specific timeframe?
– Financial Position to Buy: Does the price of your product or service fall within the caller’s financial scope?
– Decision Maker: Is the caller in a position to make a purchase or are they simply gathering information?
Identifying the number of quality leads that your campaign is driving is vital to improving the performance of both your marketing and sales processes.
A Missed Opportunity is a good lead that failed to convert.
These phone calls contain a number of indicators that establish quality, but for some reason, the caller decides not to move forward with the transaction.
Notifications of these Missed Opportunities give you a chance to make a second attempt to close the sale and salvage revenue that would have been lost otherwise.
This is exceptionally valuable data and now you can view it right in your Google Analytics account.
The divide between web analytics and call data is quickly closing to bring you a more comprehensive view of your marketing metrics.
Schedule a free demo to learn more about Convirza for Advertisers and how it can be used to increase your profitability.