5 Ways Education Marketers Use Call Tracking & Analytics to Convert More Callers to Enrollments

Derek Andersen Copywriter, DialogTech

Education consumers often start their journey with an online search — but when it comes time to convert, many do so over the phone. In fact, Google says that 45% of consumers researching education options online call to engage with education providers, and DialogTech data shows that 75% of test prep and tutoring leads are inbound calls. This is because education decisions are complex — callers often have questions about things like pricing, credit transfers, registration, class scheduling, and more.

While most education marketers are tracking the analytics and engagement from their digital channels — and using that data to inform strategy and spend — many are failing to tap into the game-changing insights inbound phone calls to their organization can provide.

DialogTech is a call tracking and analytics solution that helps all education marketers — from test prep and tutoring to colleges and universities — connect online and offline marketing strategies and consumer behavior to inbound calls and the outcome of those conversations. It captures analytics from the content of phone conversations with call centers and locations at scale by leveraging an AI model specific to your unique education vertical — whether it’s higher education, online education, tutoring, or test prep.

Below, we’ll break down how DialogTech works and how it can help you connect calls to your marketing, make smarter optimizations to maximize enrollment calls, reduce cost per acquisition, and create more relevant experiences for each caller that result in more enrollments.

How Does DialogTech Work?

Education call extension example

Step 1: Prospects call your company from a trackable phone number on your website, from call extensions in search results, or from your offline campaigns and other marketing efforts.

DialogTech automatically transcribes inbound calls DialogTech automatically records and transcribes your inbound calls

Step 2: DialogTech captures the marketing source (channel, campaign, ad, keyword search, webpage, etc.) that drove the call — along with information on the caller such as their name, phone number, and location — and the caller is dynamically routed to the best agent or location to assist them based on their data and your unique business rules. The resulting phone conversation is recorded, transcribed, and stored along with the information on the caller and what drove the call.

DialogTech's AI analyzes inbound calls and scores leads

Step 3: DialogTech’s conversation analytics algorithm built specifically for your education vertical analyzes the transcription to determine many factors, including if it was an enrollment call, if it was a customer experience issue, what class or package the caller inquired about, if the caller asked about pricing or a promotion, if the caller had a positive or negative sentiment, and if they scheduled a tour or converted to an enrollment.

DialogTech activates call data across your martech stack

Step 4: The call data is integrated and activated in the search and digital ad platforms you use, as well as your CRM and the digital marketing tools in your martech stack, to accurately measure results and consumer behavior, help you optimize better your digital and offline strategies, and deliver personalized experiences to convert more callers to tours or enrollments.

The Benefits of Call Tracking and Analytics for Education Providers

1. Optimize Your Digital Advertising Spend to Drive High-Quality Calls

DialogTech connects your digital and offline channels to your inbound calls, giving you visibility into the full consumer journey. You’ll be able to track not just how many phone calls your paid and organic media drives, but also if each call was an enrollment call, what class or package caller inquired about, if the caller asked about pricing, if the caller had a positive or negative sentiment, and if the caller ultimately scheduled a tour or enrolled. You can then optimize for what drives the best results and return on ad spend.

Sample Report: See sales leads and conversions by marketing source and get insights into top keywords

To illustrate the importance of call tracking data, let’s say you’re running two different digital ad campaigns: Campaign A and Campaign B. Campaign A drove 50 online conversions while Campaign B drove 40. Based on this data, you would allocate more spend to Campaign A.

However, when you push DialogTech call data into your martech stack, you see that Campaign B is actually the top-performer — it’s driving 95 total conversions (online + phone calls), while Campaign A is only driving 70 (online + phone calls).

With insights from those phone conversations, you discover a myriad of other reasons why Campaign B is the better campaign:

  • Campaign B is driving more callers who enroll in long-term programs than Campaign A
  • Campaign B is driving more callers who enroll in your most expensive classes or programs
  • Campaign B is driving more first-time callers than Campaign A, increasing your student base
  • Campaign A is driving more calls from current students with questions about their class or program

With this data, you can allocate your spend more efficiently and drive more tours and enrollments as a result. That’s the difference accurate data on phone conversations can make to your campaigns.

2. Route Callers More Efficiently Based on Their Data

Driving calls from your ads is only half the battle. If the calls from your marketing campaigns are being mishandled by your locations or call center, your ROI will suffer — especially since 80% of consumers say the experience a company provides is as important as its products and services. To improve the caller experience, marketers are routing calls dynamically based on their needs and profile.

With DialogTech, marketers can set up custom rules to route callers based on many factors, including their geographic location, the marketing source they called from, if they are a new or repeat caller, and the day and time of the call. For example, if someone called from your “Private Tutoring” search campaign and their geographic location was Chicago, you could simultaneously ring all the agents who handle tutoring enrollments at your Chicago location. Whoever answers their phone first would take the call.

Set up dynamic routing rules for your inbound calls DialogTech allows you to set up routing rules for the calls driven by your various channels and locations

In addition, you can pass intelligence about each caller — such as their name, geographic location, and the marketing source they called from — to your agents at the time of the call via a screenpop on their laptop or an audible whisper message. Your agents can, in turn, understand important contextual information about the caller before the call begins and use it to tailor the conversation to convert them to a tour or enrollment.

3. Improve Your Audience Targeting Across Digital Channels

80% of consumers say they’re more likely to do business with a brand if it offers personalized experiences. Despite this near-universal demand for personalization, organizations can still fail to meet the mark. This is because they’re not connecting all the channels of the consumer journey — including the call channel — into a unified customer view.

By capturing actionable data points from the call channel, such as what classes the caller inquired about and whether or not they converted, you can more accurately target them with your digital marketing to get better results.

For instance, if someone called and inquired about GRE prep courses but didn’t convert, you could retarget them with GRE prep course ads across Facebook and display that offer a new customer discount or promotion. You can also bid more for them when they run searches on Google, ensuring your ad is shown to this good lead. Once they called you and converted, you might want to exclude them from seeing future ads to avoid wasting spend. You could also build lookalike audiences from your most valuable callers to target new audiences likely to convert.

4. Monitor Performance Across Your Locations and Call Center

As mentioned above, your ROI depends not only on your ability to drive calls, but on how your organization handles and converts them. In addition to routing callers to provide each one the optimal experience, marketers should also monitor the volume of quality phone leads you are delivering to agents and locations and their performance on calls.

DialogTech makes it easy to measure location/agent performance across locations with its holistic marketing reports:

DialogTech reports show how well your agents and locations handle calls
Sample Report: View how locations handle inbound calls

Now, you can easily view how many calls are being driven to each location, the average lead score, the average enrollment conversion rate, and the percentage that go to voicemail.

With these insights, you can make operational changes to improve your marketing ROI. For example, if you notice a particular agent or location has a low enrollment conversion rate, you can drill into the call transcripts, understand the problem (lead quality vs. call experience), and provide the necessary coaching to raise it (if the issue is with the call experience). You can also easily change the routing of your ads and website to send that location’s calls to your call center or another destination instead. Conversely, if a particular agent or location has a significantly higher enrollment conversion rate than the norm, you can drill into the call transcripts, see what they’re saying that is working, and democratize the best practices they’re using across your company. And you can even change your routing rules to send a higher percentage of callers to that agent/location to convert.

5. Recover Lost Enrollment Opportunities

DialogTech’s AI is trained to identify high-value phone leads who ultimately didn’t convert as well as callers who expressed frustration or had a customer experience issue. Once a hot lead or CX issue is detected, an email alert can automatically be sent to both marketing and operations to let them know. They can then drill into the call transcripts to identify what went wrong and determine how to follow up with the caller to recover the lost opportunity.

Phone call lead alert
Sample Report: Get lost opportunity and CX issue notifications sent to your inbox automatically

How DialogTech Helps C2 Education Drive 150% More Enrollments from Callers

Phone calls are an important source of enrollments for C2 Education — a leading provider of test prep, tutoring, and college counseling services. To understand how their marketing drives enrollment calls, C2 Education uses DialogTech. They also leverage DialogTech to provide frictionless experiences that lead to more conversions.

Connecting Calls from Marketing Channels to Enrollments

C2 Education uses DialogTech to see how their marketing channels and media spend drive calls that convert to enrollments. They can then optimize for what works best, down to the search keyword, website interaction, and direct mail offer.

In addition, C2 Education integrates DialogTech with Google Analytics to provide a holistic view of marketing-driven engagements, both online and over the phone. They also pass call attribution data from DialogTech into their CRM system to follow calls from their initial marketing source through to enrollment.

“Using intelligence on calls from DialogTech, we’ve optimized our call center channel enrollments by 150% while lowering our cost per lead by 40%. It’s been a game changer,” said Courtney Carrasco, Director of Marketing at C2 Education.

New Dynamic Call Routing Process Has Big Benefits for C2 Education

Getting good leads to call is critical, but businesses still need to provide callers with timely, helpful experiences to convert them to loyal customers. For multi-location companies like C2 Education, that can be a challenge.

To ensure callers are routed to the best destination right away, C2 Education worked with DialogTech’s Consulting Services team. Now, when someone calls C2 Education:

  • An automated DialogTech IVR qualifies the caller as a new lead or current customer.
  • For new prospects, the IVR routes them to the call center for assistance.
  • If an existing customer called a local center’s number, they’re routed to that center. If they called a toll-free number, the IVR asks them to input their ZIP code and then routes them to their closest local center.
  • A screen-pop informs call center agents of the location the caller is interested in and the marketing channel that drove the call. This arms agents with intelligence to have more effective conversations with prospects.

Before this solution, only 15% of total call volume to the call center was from prospects — it was a big drain on call center resources. Now with DialogTech, 50% of calls to the call center become leads, with calls from current customers going to their local center. It’s enabled C2 Education to drive more enrollments from prospects, decrease call center call volumes and costs, and provide better service to customers.

To learn more data-driven strategies to boost education enrollments, check out our ebook, Driving Appointment Calls From Paid Search After COVID-19.

Download our ebook, Driving Appointment Calls From Paid Search After COVID-19, to learn how to adapt your SEM strategy for the recovery and drive more education enrollment calls.

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