Mastering click to-call to capture more customers and revenue
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Learn how to capture customers with click-to-call, best practices and easy tips in getting started, and boosting results with deeper call intelligence.
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Mastering click to-call to capture more customers and revenue
- 1. Hosted by: Featuring guest analyst: Mastering Click-to-Call to Capture More Customers and Revenue
- 2. Today’s Panelists Julia Stead Director, Demand Generation Collin Colburn Research Serving B2C Marketing Professionals
- 3. Today’s Topics: • Capturing customers with Click-to-Call • Best practices and easy tips in getting started • Boosting results with deeper call intelligence
- 4. Join the conversation. BEST PRACTICES: Measurement
- 5. MEASUREMENT Think beyond just the ad… • Include strong call/phone number CTAs on your landing pages, especially for mobile campaigns • Track and measure conversions from landing pages, not just click-to-call buttons
- 6. 70% of our calls from paid search come from a landing page, not the ad. 31% 69% Call directly from ad (Call Extensions) Call from landing page MEASUREMENT
- 7. VS MEASUREMENT Form response rate lift: -14.34% Call response rate lift: 37.89% A B
- 8. ~70% call response rate improvement within two months MEASUREMENT
- 9. Not all conversions are created equal. Go beyond counting calls – look at call outcomes.
- 10. Join the conversation. BEST PRACTICES: Caller Experience
- 11. CALLER EXPERIENCE Google Call Extensions and Forwarding Numbers treat every caller the same. • Route callers to different agents based upon their caller profile and search queries • More personalized caller experience = higher likelihood of converting
- 12. Use data from call outcomes to better personalize your retargeting campaigns. How: Data from call – product offer page, keywords said, appointment booked/sale made – is synced to DMP and uploaded to retargeting ad platform. CALLER EXPERIENCE
- 13. Use data from call outcomes to better personalize your retargeting campaigns. Examples: • Caller makes a purchase. Stop retargeting them. • Caller from Minneapolis asks about a specific NFL Sunday Ticket cable TV package but doesn’t purchase. Retarget them with NFL Sunday Ticket ads featuring the Vikings. CALLER EXPERIENCE
- 14. Join the conversation. BEST PRACTICES: Closed Loop ROI Reporting
- 15. Capture the analytics unique identifier CLOSED LOOP ROI REPORTING
- 16. CLOSED LOOP ROI REPORTING API integration pushes data in real-time
- 17. CLOSED LOOP ROI REPORTING View calls alongside other web metrics:
- 18. Tie call conversions back to ad spend • Measure campaign, ad group, keyword that drove the call. • See which keywords, products or services drive revenue.
- 19. Q&A Julia Stead Director, Demand Generation Collin Colburn Research Serving B2C Marketing Professionals
Editor's Notes
- Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”
- As for stats, we can definitely talk to: - 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms - 1/3 of our Mortgage calls come from Google click to call - Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer - Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
- As for stats, we can definitely talk to: - 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms - 1/3 of our Mortgage calls come from Google click to call - Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer - Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
- As for stats, we can definitely talk to: - 2/3 to 1/3 ratio of mortgage calls to pre-qualify forms - 1/3 of our Mortgage calls come from Google click to call - Our business is personal and ¾ of our businesses want conversations and not just applications to truly assist the customer - Adding Invoca to the Consumer business allowed us to better manage our call center staffing needs. We were able to keep staffing levels the same and increase efficiency by 60%. We did this by making sure that they right calls got to the right teams. This also increased our connect rate as customers were more quickly connected to a representative.
- Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”