September 25, 2018 Marketing Analytics

For retail shoppers, the customer journey often begins with a local mobile search. In fact, 80% of retail shoppers have searched the terms “near me” on their smartphones. After performing local mobile searches, 61% of shoppers go on to call a business, while 59% visit the location. Their calls are often inquiries about inventory and pricing. The higher the price, the more likely retail customers are to call, since expensive purchases are more considered.

In addition, online retail shoppers often call an agent to learn additional product specs, clear up billing issues, and finalize purchases. For retail marketers, these calls to brick-and-mortar locations and contact centers are one of the richest sources of customer insights available.

In order to boost website and marketing ROI, retail marketers and their agency partners should harness the voice of the customer from inbound calls to locations and contact centers to inform their strategy.

Collect Conversation Analytics from Inbound Calls

To keep a finger on the pulse of customer sentiment, you should attribute calls to their brick-and-mortar locations and contact centers and analyze call recordings and transcriptions for insights to understand your consumers and make smarter optimizations. AI-powered conversation analytics solutions can help automate this process for you. Conversation analytics can tell you:

  • Who the caller is
  • The geographic location of the caller
  • What stage of the customer journey the caller is in
  • Whether or not the call was answered
  • If the caller is a valid sales lead
  • What questions the caller asked
  • What your sales agent said on the call
  • Whether or not the caller converted

You can use that data to make some truly powerful marketing optimizations. First, you can optimize ad spend, audience targeting, and messaging for what drives the most calls that convert. But that’s only the tip of the iceberg.

Use Conversation Analytics to Improve Website Content and Layout

The average website conversion rate is just 2.35%. In order to drive more online sales, it’s important to ensure your online experience is as smooth and intuitive as possible. One of the most effective ways to do this is to analyze inbound calls for the most common and important questions consumers ask when making purchasing decisions and add them and the answers to your website. This can be a mixture of top of the funnel content, like blogs, as well as bottom of the funnel content, like product page copy.  

For example, Galeton.com — a work clothing and safety gear retailer — tested 78 website elements in an effort to boost conversions. One of the biggest wins occurred on the product detail page. A slew of customers were calling Galeton’s agents to ask which size they should purchase, despite the fact that there was a sizing chart at the bottom of the page. Galeton recognized this trend and moved the sizing chart above the fold. This boosted their conversion rate by 13%.

Updating your website content to answer FAQs doesn’t just increase online conversions — it can also drive more in-store purchases. In fact, three out of four customers are more likely to visit your store if your online content is useful.

Use Conversation Analytics to Address CX Issues

Marketers can also use conversation analytics to detect frustrated customers at risk of churning. It’s important to understand these customers’ concerns, as they’re most likely not alone. Are they experiencing website usability issues? Poor customer service? A frustrating call experience? Billing issues? Shipping problems?

A survey of more than 75,000 consumers found the most important factor for securing a customer’s loyalty is reducing their effort. So, it’s crucial to correct these common inconveniences that are leading your customers to churn. For instance, let’s say your conversation analytics flag several customers who complained they couldn’t find the button to apply a discount code to their order. You could then run A/B tests to find a more intuitive placement, ensuring future customers don’t churn over this issue. For the customers already affected, you could increase their discount or provide them with another special offer.

Use Conversation Analytics to Correct Issues Negatively Affecting Marketing ROI

It’s easy to evaluate marketing campaign metrics when customers convert online, however phone call conversions are often a black hole for marketers. It’s important to use call tracking and analytics to understand how many calls your campaigns are driving, as well as what happens on those calls.

For example, conversation analytics can track how many of the calls driven by your marketing campaigns go to voicemail or are abandoned due to lengthy on-hold times. These metrics will allow you to more effectively train and staff your locations and contact centers so that agents can speak to leads while they’re hot. Additionally, you can analyze voice interactions between consumers and your agents to see what time the best leads come in, if agents are following the right scripts, and which locations and agents are performing the highest (and lowest). You can then make the appropriate adjustments to maximize your ROI.

Customer Success Story: B2B Retailer Mines Calls for Insights to Improve the Online Experience

Central Restaurant Products, the leading wholesale distributor of foodservice equipment, mines their calls for marketing insights. With inbound calls making up 56% of orders and 81% of their total revenue, they have a wealth of conversations to pull from. “We can analyze calls from a specific product’s webpage to see what questions callers are asking, then have our content team update the details on that page to answer them,” said Nathan Smith, Marketing Database Analyst at Central.

By understanding the common questions customers ask about this products, Central is:

  1. Optimizing their content for SEO so that users can discover their product more easily from search engine queries
  2. Increasing conversion rates by answering important consumer questions right on the product page.

By using insights from calls to optimize their ad spend, SEO, and website conversion rates, Central is able to create a seamless end-to-end customer experience that significantly boosts sales. “We’ve increased calls by 23% and new customers by 13% year over year,” said Smith.

Online B2B retailer Central mines calls for insights to improve their website pages.

To learn more about how voice analytics can boost your marketing ROI, download our Digital Marketer’s Playbook for Voice Analytics.

Check out our Digital Marketer’s Playbook for Voice Analytics to learn more best practices to boost your sales and ROI.

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About the author:

Derek Andersen

Copywriter, DialogTech

Derek is a copywriter at DialogTech. He graduated from Illinois Wesleyan University with a degree in Marketing and Creative Writing. He enjoys running, playing guitar, and staying up to speed on the latest news in marketing and technology.

See more posts by Derek Andersen

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