The document discusses the advantages of phone calls over web leads for marketers, emphasizing that calls lead to higher revenue conversions and occur at a faster pace in the purchasing process. It highlights the effectiveness of call tracking and conversation analytics in identifying successful campaigns and understanding lead quality, with calls converting to revenue at a rate of 31% compared to only 2% for web leads. It concludes by suggesting that businesses should be prepared to engage effectively with customers who reach out via phone.

1. Why Calls Are
Better Than Clicks

2. About Speaker
• McKay Allen, Director of
Content and
Communications
– Former News Anchor and
Reporter
– Speaker at ClickZ Live, SES,
LeadsCon, Content
Marketing Conference, etc.

3. About Convirza
• Changed name from LogMyCalls
to Convirza in May 2015
• Recently acquired call tracking
division of CallSource
• Headquartered in Salt Lake City
• Call Marketing Optimization
– Attribution (call tracking)
– Analytics (Conversation Analysis)
– Automation (rules-based
automation and integrations)

4. The Dashboard

6. Importance of Calls

7. “More Google searches take place on mobile
devices than on computers in 10 countries
including the US and Japan.
This presents a tremendous opportunity for
marketers to reach people throughout all the
new touch points of a consumer’s path to
purchase.”

8. Calls Have a Higher Revenue Value
Our data shows that people call when they make
larger revenue decisions. People who spend money---
big money-- make phone calls.

9. Calls are lower in the sales funnel
than web leads.

10. The Path to a Purchase
When it comes to mobile leads, the time
between the initial awareness stage and the
action stage is significantly shortened.
Instead of weeks or months, from the time
of discovery to making a purchase, calls are
often made within minutes of viewing an ad
or landing page.
Phone calls are one of the fastest and
straightforward paths toward a conversion.

12. Conversions
31% of calls convert to revenue
within 3 months, compared to
only 2% of web leads.
So, obviously you need far fewer
phone calls converting at 31% to
produce the revenue equal to
form-fills converting at 2%.
A lower volume of calls will produce the same revenue as
far more web leads.

13. “86% of businesses say calls are
the best leads they receive.”

15. Data from Calls

16. The Call Tracking Advantage
With call tracking, you can pinpoint
the precise campaigns, ad groups
and keywords that are generating
phone calls.
This type of information can
transform
marketing results.

17. Call tracking tells us what happened BEFORE the
phone rings. Conversation Analytics fills in the
gaps.

18. Tapping Into the Conversation
With Conversation Analytics,
you can access an even
deeper layer of data that is
extracted during the actual
phone call.
This data offers critical
insight into lead quality and
sales performance.
By implementing this feature businesses can analyze the
content of their inbound phone calls in near real-time.

19. Calls with a Lead Quality Score over 80
convert to revenue 98% of the time.
In an analysis of 116,000 calls across all
clients in the month of April 2015, we saw the
following correlation:

21. Conversion: Appointment Set, Sale Made,
Reservation Made, Commitment to Buy

22. Auditing and Service

23. Ex: Home Services Customization
All Conversions
• Identify Billable Calls
• Continuing process
• People determine accuracy of our algorithms
Customization (All Conversions)
30 Conversions (Humans)
- 23 Accurately Labeled
- 7 Inaccurately Labeled
77% Accuracy

24. Ex: Home Services Customization
All Conversions
- 23 Accurately Labeled
- 7 Inaccurately Labeled
- 4 Simple Objective Algorithm Changes (Strong)
- For your safety we do send picture of the | your technician
- We will call you thirty minutes ahead of time
- We will give you a courtesy call when the technician will become available
- We'll give you a courtesy calls for so you know we're on our way
- 3 More Subjective Algorithm Changes (Weak) – Will test in the system.
- “So I just need to be here between three and five yes sir” (Do you consider this
Converted)
- “Someone needs to be at the home” (same as above)
- We'll give you a call when he becomes available (If the Customer's not available,
would this mean it didn't convert)
90%+ Accuracy

25. Ex: Home Services Customization
Missed Opportunity
• Call-back campaign
• Continuing process
• People determine accuracy of our algorithms
Customization (Missed Opportunities)
- 32 Calls (Humans)
- 20 Accurately Labeled
- 12 Inaccurately Labeled
63% Accuracy

26. Ex: Home Services Customization
Missed Opportunity
- 10 inaccurately labeled
- 2 fixed in an audit of another client
- 5 algorithm changes made that would have correctly IDed the call
- 3 unable to fix anything that would have changed the outcome
(i.e. transcription errors due to speech, accent, or garbled voice, etc)
19282310 = I can get any plans triggered instead of Yeah i can do eight to ten
20254273 = We can get somebody else they're between nine hours before to
fix triggered instead of We can get somebody out there between the hours of four to six
19921890 = We can't get somebody out to you this afternoon triggered instead of We
can get somebody out to you this afternoon
Updated Results
- 28 Accurately Labeled
- 3 Inaccurately Labeled
92% Accuracy

27. Some of your best customers will connect
through a phone call.
Get ready to meet them when they do

28. Thanks!
Call me at (385) 695-3249 or email
me at mallen@convirza.com