Optimizing Ad and Website Messaging with DialogTech Call Analytics

Louise Thompson Content Marketing Manager, DialogTech

Today’s consumers expect all their experiences with brands to be relevant, timely, and customized to their needs. Marketers must rise to this challenge, delivering messaging, ads, and assistance tailored to the consumer and where they are in their path to purchase.

To do this, marketers should take all channels into consideration, including offline channels like phone calls. Consumers who call are 10-15 times more likely to convert than web leads. Considering that it can take 6-8 touchpoints to generate a qualified lead, when a shopper calls your brand, there’s a huge opportunity to shorten the sales funnel and turn them into a customer. Those conversations are also rich sources of insights marketers can use to make smarter optimizations, which is where DialogTech comes in.

Using DialogTech, marketers can efficiently and effectively deliver customized, targeted brand messaging by leveraging analytics on consumer calls, including what marketing interaction drove the call, what was said on the call, and the call outcome. Insights from this information can then be used to optimize content to better target shoppers, deliver richer content experiences, and drive marketing performance and revenue.

Where Are Calls Coming From and What Is Being Said?

Digital marketing will drive 162 billion calls to businesses from shoppers on their smartphones this year. This equals a trove of motivated consumers who are eager to engage with your brand and primed to convert. By understanding which marketing efforts are driving the most quality calls, and leveraging the insights consumers provide during conversations, marketers can make smarter optimizations to drive revenue, acquire more new customers, and increase ROI.

By activating DialogTech’s call attribution and conversation analytics data in their marketing stack, successful marketers are getting full visibility into the call channel and answering questions like:

  • Which marketing sources are driving the most and the highest quality calls?
  • Are calls being answered and are locations/agents performing well?
  • What kinds of questions are callers asking and are they converting into customers on the phone?

All of these can be answered with call data—and the resulting information can be used to optimize your ad and website messaging to drive better marketing outcomes.

How Digital Marketing and Calls Work Together

Use Call Data to Power Digital Marketing Performance

When digital advertising generates an action by the consumer, marketers must know about it. Especially when that action is a phone call, during which not only a conversion occurs but a dynamic, robust conversation takes place. Marketers can use analytics on calls from DialogTech to gain insights that help personalize messaging and optimize performance across their marketing.

Target and Remarket to Callers Based on What Works

One of the best ways to understand what will work for your brand’s marketing is to analyze calls and the voice of the customer. With call attribution and analytics from DialogTech, marketers can understand which channels, ads, and landing page messaging drive the most and highest quality calls. They can then use insights from those conversations — literally the consumer’s own words — to add each caller into the best audience segment for digital advertising.

For example, marketers can reengage with people who have previously called their business but did not convert. If a consumer calls from a search ad call extension to inquire about a product but does not make a purchase, a display ad could be served to them with a special offer, increasing the chances of a sale. Or if the caller did convert, you can add them to lookalike audiences to find other quality leads like them that haven’t engaged with your marketing and website yet. But without knowing if consumers called in the first place—and what was said on that call—marketers can only guess about how best to message to them moving forward.

Personalize Customer Experiences with Your Brand

When a consumer calls, the resulting conversations offer rich insights that provide marketers with an opportunity to drive more conversions and faster. Marketers can analyze consumer calls to understand what products and services a caller is interested in and deliver tailored messaging across other channels.

For example, a woman is searching for an independent living community. She searches on Google and finds a community that appeals to her. She calls the location to ask questions about amenities and pricing but does not book a tour. By incorporating call attribution and analytics into their marketing technology stack, the marketing team can custom fit their web page content to her needs. When she revisits their website, she can be served relevant content about independent living on the home page, increasing her chances of booking a tour and becoming a resident.

A/B Test Messaging

A/B testing ads and webpages ensures you’re delivering the highest performing version of those tactics to each consumer. When testing different messages, visibility into which copy resonates with different audiences is critical. And when the goal of an ad or page is to generate a call, marketers need to know which messages are inspire customers to dial in and which don’t.

For example, a financial services company is targeting recent college graduates with ads about financial planning services. The marketing team is testing two landing pages with different messaging and needs to know which drives the most conversions. When looking at online conversions, Landing Page 1 has driven 100 and Landing Page 2 has driven 150. However, because the landing pages also include a Call Now call to action, it’s important to take into account how many conversions are occurring over the phone as well. With call analytics from DialogTech, the marketing team can see that Landing Page 1 has resulted in 300 calls—200 of which are from good sales opportunities—while Landing Page 2 has resulted in only 50 good callers. The team can now see that Landing Page 1 is the best performing version overall.

Answer Consumer Questions to Increase Conversions

When a consumer visits a product or service page on your website, providing the right information is critical. By monitoring calls from each of those pages and analyzing them for what is said, marketers can better understand what customers are asking. When multiple customers are calling to ask the same question, it could be valuable to other shoppers to update that page with key information.

For example, a landscaping company sees that many consumers are calling to ask if their weed treatment is organic before booking service. By answering that question on their site and in their ads, they can overcome that roadblock and increase the number of conversions and customers from their marketing.

Roy’s Restaurants Increases Reservations with an Optimized Approach to Ads

Roy’s is a national upscale dining brand with 21 restaurants in the continental US. Along with digital agency Roger West and DialogTech, Roy’s implemented a search and display strategy designed to drive more reservations, private dining bookings, and gift card sales.

By using DialogTech’s Google Analytics and Google Ads integrations to import call conversion data within these platforms, Roger West gained a holistic view of the customer experience and was able to make smarter, more informed optimizations.

The Roger West marketing team improved their communications with potential Roy’s diners by creating customized messaging to fit different audiences. In addition, they improved their paid search campaigns by retargeting individuals who had previously converted with ads that contained special offers. Using lookalike audiences, they served ads featuring gift-card, price-point, and percent-off-dining promotions to audiences who resembled those who had already converted.

Roy's Ad 1Roy's ad 2

With these tactics and others focused on understanding and activating upon the value of calls, Roy’s increased reservations by 434%, decreased cost per conversion, and increased overall call conversions.

increase in reservations
decrease in cost per reservation

Central Restaurants Improves Website Performance with Calls

Central Restaurant Products is a leading wholesale provider of equipment and supplies for the food services industry. More than 80% of Central’s revenue comes from orders placed over the phone with their call center. In addition to using DialogTech to attribute and optimize calls and sales, they also use conversation analytics to understand what happens on the phone calls their marketing generates.

The Central marketing team can analyze calls from a specific product’s webpage to see what questions callers are asking then have their content team update the page’s content to answer them. This creates a better experience for the next visitor, better equipping them to make a purchase decision. It also increases SEO visits when consumers search for answers online instead of calling to inquire. 

To learn more about how to use what happens on inbound calls to optimize ROI across channels, personalize consumers experiences, and drive revenue, download The Digital Marketer’s Playbook for Voice Analytics.

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