In 2020, the auto parts industry is projected to see a decline in sales revenue for the first time in over a decade. For auto parts marketers, the implications of these figures are all too clear — lower sales revenue growth means increased pressure to drive the most high-value conversions and sales from your marketing budget.
The question becomes how can auto parts marketers do more with less? The answer: by leveraging smarter data. To thrive in today’s competitive landscape, auto parts marketers should turn to an often untapped source of data: inbound phone calls.
While most auto parts consumers do their initial research online, the phone channel is often how they make first contact with your business. In fact, 58% of auto parts consumers say they call a business after running an online search.
By harnessing AI, marketers can capture deep intelligence from their inbound phone calls at scale. The 5 reports below provide a glimpse of the powerful call tracking and analytics data auto parts marketers are using to maximize the power of their marketing budgets. With these insights, they’re driving more high-value calls and providing better experiences to convert callers to customers.
1. Uncover Call Quality by Marketing Source
It’s common practice for marketers to optimize their digital campaigns based on the online conversions they’re driving. But what about call conversions?
This first report shows how your marketing channels drive quality sales leads and highlights the callers that converted on the call. The report can be customized to analyze results for whatever a quality sales lead and conversion means for your business. For auto parts companies, this could be buying a part over the phone or converting to a sales opportunity.
With this data, you can devote your budget to the digital ads that are truly making the biggest impact on revenue — both online and over the phone.
2. Discover Which Search Keywords and Landing Pages Are Driving the Best Calls
While the above report provides a high-level overview of how your marketing channels are driving and converting phone leads, this next report gives you more granular insights into how your digital marketing campaigns are performing.
Here, you can see how well each of your search keywords is driving high-value calls. You can also view which of your landing pages are driving the most sales or appointment calls and conversions.
With the keywords section of the report, you can easily see where you should allocate more ad spend to the search keywords that are driving the most high-value calls.
For example, let’s say your branded auto parts keywords are driving more calls than your non-branded keywords. Without call analytics, you might assume the branded keywords are more valuable and allocate more spend to them. However, with call tracking and analytics fueled by AI you can uncover that most of the calls driven by your branded keywords are from repeat callers or non-sales calls — perhaps not the audience you want to spend your paid search budget to drive. On the other hand, your non-branded keywords are driving more sales opportunities and orders. With these insights, you could allocate spend to your non-branded keywords — the true top-performers.
You can also push this data into Google Ads so you can view the call conversions from your keywords alongside cost and online conversions. See the example below.
The second part of the report allows you to see which pages are most successful at driving sales and appointment calls. Using these insights, you can drive more traffic to the higher performing pages.
To improve performance across your entire website, you can push this call tracking and analytics data into your website optimization tools like Adobe Target, Optimizely, and Instapage. This will allow you to test not just your landing pages’ ability to drive web conversions, but also what elements drive call conversions. For example, your auto parts company may find that using the “Call for 24/7 Assistance” CTA drives more phone conversions than a standard “Call Now” CTA because it reassures shoppers that an agent is waiting to answer their questions at the other end of the line. With these insights, you can make more impactful website optimizations.
3. Track When the Best Calls Come In
In addition to understanding the marketing sources that drive high-quality calls, it’s beneficial to understand when the best calls come in. The below report shows the times and days of the week your business receives the most sales calls.
With this report, you can optimize your ad targeting and bidding for the days and times when the most valuable calls are coming into your business. You can also use this information to more effectively staff your call centers and locations so that when the best calls are coming through, they’re at the other end of the line ready to field them.
4. View Call Quality and Agent Performance by Location
When you’re increasing your ROI, driving calls is only half the battle. You also have to ensure those calls are being answered and handled effectively by your call centers and agents. The below location report shows how many sales calls your digital ads are driving to each location and how well those locations are converting them.
These reports will, first of all, prove to your locations that you’re sending them quality phone leads. In addition, they allow you to detect issues and areas of improvement for your call centers and locations. If a large percentage of calls are going to voicemail at a particular location, you can work with them to make answering calls a priority or increase staffing at peak hours.
If a location or agent is failing to convert high-quality calls to sales or appointments, you can dig into your call transcripts to find out why. Are they failing to ask callers the right questions? Are they failing to mention the current discount or promotion? Are they failing to get back in touch with callers who require a follow up? Whatever the case may be, you can use the transcripts as coaching tools to correct the issue.
5. Map Customer Experience Issues by Location
Customer experience (CX) reports show you when locations receive increased volumes of calls with customer experience issues. These issues could be anything from a frustrated or angry caller to a caller your business failed to follow up with.
This single, digestible report keeps you up-to-date with all your CX issues, so you can notify your locations when problems arise. You can also set these reports up to go to your location managers, so they can promptly follow-up with callers to recapture lost business or prevent them from posting negative reviews.
To see more reports leading auto parts marketers are leveraging, download our ebook, The 10 Call Analytics Reports that Will Change Your Marketing.
To see more reports leading auto parts marketers are leveraging, download our ebook, The 10 Call Analytics Reports that Will Change Your Marketing.Download My eBook