Driving traffic to your website is only half the battle. Your marketing ROI depends not only on your ability to attract web visitors, but also your ability to convert those visitors to sales opportunities, appointments, or customers.
This is where conversion rate optimization comes in. For the uninitiated, this is the process of testing and modifying elements of your website to increase the chances that site visitors will convert to a lead, opportunity, or customer.
Most marketers make optimizations based on the online conversions they’re driving. In our omnichannel world, however, that’s missing a critical piece of the customer journey — you also need to optimize based on call conversions. In this blog, we’ll illustrate how marketers can capture attribution and conversation data from callers at scale and use these powerful insights to supercharge their conversion rates.
Conversions Don’t Just Happen Online
As a modern marketer, you’re probably basing your conversion rate optimizations on data from tools like Google Analytics, heat maps, mouse tracking tools, and A/B testing tools. These platforms give you valuable insights into how your webpages drive online conversions. But what about how they drive conversions over the phone?
In today’s mobile-first world, phone calls often play a critical part of the consumer journey — especially for complex, expensive, urgent, or considered purchases. In fact, online research on smartphones drove 162 billion phone calls to businesses in 2019. This was a 113% increase from 2014. These calls are often the most valuable conversions — on average, callers convert to revenue 10-15x more than web leads and have a 28% higher retention rate.
Though some of the tools mentioned above can show you that someone clicked the call button, the call itself is a black hole. You have no way of understanding what marketing interaction drove the visitor to your site, what happened in the conversation, and whether or not a conversion took place. That is, unless you use a call tracking and analytics solution.
Marketers Use Call Tracking and Analytics Solutions to Capture Insights from Phone Conversations at Scale
Obviously, for most marketers, listening to every inbound phone call is simply not possible. Either you don’t have access to the recordings, or there are so many that you can’t possibly manually analyze them all for insights into each caller and voice interaction.
To solve this problem and capture insights from phone conversations at scale, marketers are leveraging call tracking and analytics solutions. These solutions use AI to analyze inbound phone calls at scale, capturing insights from the conversations that then get connected back to the caller ID and the referring channel, ad, search keyword, and webpage that drove the call. These insights can then be passed into your website analytics tools like Google Ads and Adobe Analytics and your optimization tools like Adobe Target, Optimizely, Google Optimize 360, and InstaPage to be actioned upon.
Sample DialogTech report showing call volumes and conversions from webpages
6 Strategies to Supercharge Conversion Rate Optimization with Call Tracking and Analytics Data
Call tracking and analytics solutions are valuable for conversion rate optimization because they can attribute calls from a specific caller to the specific website pages they were driven from. They can also provide deep insights into the phone conversations and make these insights actionable. Was the call a legitimate sales opportunity? What questions did the caller need answered to make convert to an appointment or customer? Did the caller ultimately convert? Below, we’ll show strategies for using these insights to drive more conversions — both online and over the phone.
1. Report the Total Number of Conversions Your Webpages Are Driving
If you’re only measuring online conversions, you’re not calculating your true conversion rate. You’re calculating the following:
Conversion rate = (online conversions / total web visitors) * 100
On the other hand, when you push call tracking and analytics data to your website optimization tools, you can put your true conversion total in the formula.
Conversion rate = ((online conversions + phone call conversions) / total web visitors) * 100
By attributing phone call conversions to your web pages, you might, first of all, be able to report a higher conversion rate. You’ll also have more options to increase it. Rather than just optimizing for form fills, you can also optimize page elements that drive more conversions over the phone.
Push call tracking and analytics data into Optimizely to see which page variations drive the most conversions both online and over the phone
2. Make Optimizations that Drive More Engagement with Your Call Buttons
To drive online conversions, marketers need to optimize page elements to generate form fills. However, to drive call conversions, marketers need to increase engagement with the call button or phone number.
Call button or phone number placement is essential to driving calls. The convention is to place them in the top right corner of your header. But you shouldn’t just rely on convention, you should rely on your metrics. Use heat maps to see where your call buttons or phone numbers are getting the most engagement. Make sure you prioritize your call buttons or phone numbers on mobile devices — it’s far easier for mobile users to place a call than fill out a form.
Another strategy to drive more calls is to use a compelling call to action (CTA) on your call button. A CTA like “Call Now” is generic and will likely fail to inspire action. However, a CTA like “Call for 24/7 Assistance” provides an immediate value proposition for the visitor — they know that when they place the call they’ll promptly speak to a real human being, rather than waiting on hold or interacting with automated prompts. Likewise, a CTA like “Call to Speak to an Expert” reassures consumers that the person they’re calling is well qualified to answer their complex product questions. But every company is different, and you should continually test different CTA options to see what resonates with your audience.
For certain industries, such as insurance, placing an image and short bio of the individual on the other end of the line can encourage calls. This puts a face to the person visitors will be connecting with and makes the interaction more human.
These tips are just a starting point — there are countless optimizations you can make to increase calls from your buttons and numbers. But just driving these calls isn’t enough. You should also use your call tracking and analytics solution to understand how you can better address caller questions on your webpages to eliminate unnecessary calls and drive more online conversions (more on this in the next section.)
3. Update Your Pages to Proactively Address Caller Questions and Hesitations
Oftentimes, consumers will call your business because they don’t have the information they need to convert online. Calling a business can be a time commitment. Therefore, if your call tracking and analytics solution uncovers that several callers are voicing similar questions from a webpage, there were no doubt visitors who had the same questions but bounced from your site rather than committing to a phone call.
So, when possible, you should try to clear up caller questions on your webpages so you don’t miss conversion opportunities. Addressing these questions proactively will also help free up your agents and phone lines, as more visitors will have the information they need to convert online.
For example, Personal Comfort’s mattress product pages do a great job of addressing all the common questions mattress shoppers have voiced. The product pages start with essential specs like sizing and price. Below this, the page has expandable sections that contain deeper, more niche details about the product. These do a great job providing visitors with additional information without needlessly cluttering the page. Additionally, they keep visitors engaged so that they don’t bounce to other pages to look for answers.
An “up” arrow remains accessible in the upper right corner of your screen as you scroll so that, when you have all the information you need, you can instantly go back to the top of the page and make the purchase.
4. Personalize Website Experiences to Align with Consumers’ Phone Conversations
Savvier marketers can serve callers with personalized web experiences based on what they said over the phone during past calls. This approach reconnects the call journey to the online journey, creating a frictionless experience that’s more likely to drive conversions.
To execute this strategy, marketers need to push call tracking and analytics data into website optimization platforms like Adobe Target, Optimizely, and InstaPage. They can then set up people-based website personalization rules for certain phrases or data points that occurred in the conversations. The optimization tools will, in turn, deliver website personalized experiences that align with phone conversations — at scale.
Push call tracking and analytics data into Adobe Target to serve callers with personalized website experiences based on their phone conversations
For example, if you’re an auto dealer, you can populate your homepage with an image of the vehicle the buyer expressed interest in over the phone, but did not schedule a test drive for. To sweeten the deal, you could add a special financing offer.
5. Identify Agent and Location Performance Issues that Impact Call Conversions
Your call conversion rates depend not only on your ability to drive revenue-generating calls, but also on your agents’ ability to convert those callers to sales opportunities or customers.
Call tracking and analytics identify, at scale, the qualified phone leads you drove that failed to convert. You can then dig into the reports and transcripts to understand why. Is a particular location failing to answer the phone? Are your agents neglecting to mention a recent promotion? Are they going off script?
View how well each of your locations is converting sales opportunity calls
Once you’ve identified problem agents or locations, you can use the transcripts as coaching tools to improve their performance. This will ensure the valuable phone leads you’re driving are actually resulting in conversions.
Dig into individual transcripts from each call to understand issues and coach agents
6. Continually Test, Analyze, and Repeat
Conversion rate optimization is never complete. If you find that a certain headline is driving form fills or a certain button or number placement is driving more call conversions, that’s great — make those changes. But there is always room for further improvement. To ensure you’re not missing opportunities to drive more conversions, you should constantly test and refine all the elements of your webpages.
To learn more strategies to boost conversions with call data, download our Call Analytics Toolkit.
To learn more strategies to boost conversions with call data, download our Call Analytics Toolkit.Download My Toolkit