Optimizely Partners with DialogTech to Include Critical Call Conversion Data in Website A/B Testing

Integration of DialogTech's Call Tracking Analytics with Optimizely's Web Optimization Platform Enables Marketers to Leverage Call and Web Conversion Metrics for Better Data-Driven Decisions


CHICAGO – June 10, 2014 – DialogTech, the leader in voice-based marketing automation, today announced a partnership with Optimizely to integrate DialogTech’s advanced call tracking data with Optimizely’s world-leading optimization platform. Now marketers using Optimizely for website optimization can identify not only which page variations generate the most web conversions, but inbound sales calls as well. The partnership enables businesses and agencies to optimize website content and PPC (pay-per-click) landing pages to drive more higher-value leads that convert more frequently to opportunities and revenue.

The announcement comes as inbound sales calls to businesses are skyrocketing, and phone calls have become the most sought-after and lucrative lead type. According to analyst firm BIA/Kelsey:

  • The surge in mobile device adoption is driving an influx of sales calls into businesses. 30 billion calls were made to businesses in the U.S. alone last year, and that number is expected to reach 73 billion by 2018.
  • Inbound calls are not only growing in volume, but also in value. 66% of businesses consider phone calls excellent or good leads, more than any other lead type. And inbound calls convert to revenue 10 times more than web leads.

“Thanks in part to the proliferation of smartphones, we are seeing an undeniable and growing trend of consumers researching products and services online but converting offline using their phones,” said Irv Shapiro, CEO of DialogTech. “Marketers are now in a race to optimize their web pages and search strategies to generate more of these high-value calls. It’s why DialogTech’s partnership with Optimizely is so exciting. By including previously unavailable call conversion data from DialogTech in Optimizely’s platform, marketers can now maximize their website’s impact by selecting the page variations that drive the most online and offline conversions.

Lead metrics attributing inbound calls to the correct marketing source, including web pages, ads and search engine queries, have been traditionally difficult to capture, leaving a blind spot in marketing data that negatively impacts lead generation and revenue. DialogTech’s next-generation call tracking platform not only captures that data automatically for Optimizely users to leverage in their testing, it also provides them with a full suite of tools to control how those calls get routed and managed to optimize conversion rates and sales.

“Optimizely has enabled thousands of businesses to dissolve technical bottlenecks,” said Chris Tiutan, Product Marketing Manager at Optimizely. “The DialogTech integration expands that idea helping our customers run their businesses more efficiently with the best testing and call tracking platforms available. We’re thrilled to partner with DialogTech to make our customers even more successful.”

“Using Optimizely and DialogTech together has enabled us to truly optimize conversions from our site,” said Christian Krohn, senior manager of e-marketing at pt Health, one of Canada’s fastest growing healthcare companies. “Phone leads are our most important conversion goal, and being able to use DialogTech to track them back to the right marketing source has been critical to our success. Having DialogTech’s call data as part of our Optimizely split tests has enabled us to find landing page variations that really convert. We couldn’t be happier with the results.”

To learn more about the benefits of this partnership to marketers, visit the DialogTech website or stop by the DialogTech booth (#2011) and the Optimizely booth (#1339) at IRCE 2014 at the McCormick Center in Chicago from June 10-13.

About Optimizely

Optimizely is the world’s leading optimization platform, providing A/B testing, multivariate testing, and personalization for websites and iOS applications. The platform’s ease of use empowers organizations to conceive of and run experiments that help them make better data-driven decisions. Optimizely meets the diverse needs of any organization looking to deliver unique experiences to their audience. To learn more, visit optimizely.com or join Optiverse today.

DialogTech and the DialogTech logo are trademarks of DialogTech, Inc. All other trademarks are the property of their respective owners.

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