It’s no secret that marketing’s job description has expanded and become more complex as data sources have multiplied. Marketing has become more of a science, and one that must be executed in real time. Given the countless data sources available, it’s important to hone in on the data that will drive results and efficiencies for your business and its unique needs. After all, selling socks is quite different selling an insurance policy or a tiny house (though you could easily sell me one!)
First, you have to know your customer and what motivates them. Then you need to understand how they make purchase decisions, and finally, how they convert. I’m not going to explain this since the folks at MarketingSherpa do an awesome job here. But ultimately, if you find out that a significant percentage of your customers place calls to your business, that’s a data set you’ll want to focus on. Sounds obvious, but you would be surprised at how often we see companies investing in channels other than the one that’s bringing the most valuable, high-intent customers to their business: phone calls.
After determining that your business is a good candidate for call tracking, you’ll not only be driving more high converting calls, but creating efficiencies across your entire marketing organization and even into the contact center. Here are four real world examples of marketers using call tracking to create game-changing marketing efficiencies.
Clutter: A More Effective Data-Driven Approach to A/B Testing
Clutter’s decision to implement Invoca opened the door to a new level of A/B testing of its marketing campaigns. Liora Simozar, senior product manager at Clutter, explains, “Before we built our A/B testing platform in-house, we were relying on our landing page provider to run that testing for us. But they didn’t have the call-level data that we had. So, our platform was in one place, and our call center was in another. Invoca allows us to bridge the two, taking the variant data from our landing page provider and passing it on to our call center.”
Using Invoca, Clutter’s marketing team can see exactly which variant brought in a customer. They can also look at repeat visitors over time to understand the performance of different variants. “We even did an extreme take where we got rid of our lead conversion form and tried a variant with just phone calls,” said Simozar. “If it wasn’t for Invoca, we would never have known if a caller was coming from the variant with or without the lead form. We would have been unable to evaluate which variant was most successful.” Invoca allows Clutter’s marketing team to drill down on per-user insights so they can see which variant a user was in, how many tests they were in, and how they engaged during each test so they can precisely optimize their marketing and landing pages.
Clearlink: Reducing Call Center Costs and Increasing Customer Acquisition
It may at first seem counterintuitive to reduce the volume of calls you are getting, but if your marketing dollars are driving service calls instead of sales calls, there’s a problem. Clearlink provides a performance-based customer acquisition business model, which means it’s paid based on results generated for clients. It also runs call center operations for brands, so it has a vested interest in turning the call center traffic into paying customers as efficiently as possible.
Since implementing Invoca, Clearlink has achieved its goal of reducing overall customer call volume by over 20 percent. “We use call tracking through Invoca to A/B test different variations of customer service content on our customers’ websites,” said Adrian Lazo, executive vice president of marketing at Clearlink. “The success metric we use is a satisfied customer who doesn’t need to call in to talk to a live representative.”
Clearlink not only found efficiencies through improved customer experience and reduced call volume, they were also able to use Invoca to crack down on time-wasting spam calls. Using Invoca, they can authenticate real callers and identify and block spam calls. This means the call center team can avoid dealing with fraudulent calls and focus more on converting qualified leads into paying customers.
University Hospitals: Reallocating Employee Time Spent Listening to Call Recordings
University Hospitals uses Invoca’s Signal AI solution to classify calls, which means its 12-person team that used to handle the process manually can focus more time on other value-adding initiatives. “We’ve been able to save 40 hours a week in total for all of those employees,” said Noah Brooks, manager of analytics and strategy at University Hospitals. “They’re now focusing on optimizing their marketing campaigns, developing new creative, and testing new things.” “Invoca has really changed our marketing group, he added. “Instead of being order-takers, we can now develop our strategy and proactively look forward.”
YDesign: Eliminating Wasted Ad Spend
The market for home furnishings is incredibly competitive, making it vital for YDesign to have a rock-solid paid search strategy. Jesse Teske, senior manager or web analytics and SEO, is focused on providing the insights to make data driven decisions and optimize ad spend.
Through the use of Invoca, Jesse and the YDesign marketing team have been able to solve the problem of wasted ad spend. Historically, they thought that certain keywords and campaigns were driving phone orders. Jesse commented, “With invoca we could tell that these keywords were driving customer service calls, and we were able to remove those keywords from our bidding strategy.” This allowed YDesign to reallocate their search spend to keywords driving purchases, improving ROI and enabling a more efficient use of their budget for acquisition channels like paid search.
Hopefully these were inspiring examples of how marketers are using call tracking to solve problems and create efficiencies specific to their business. And it should be clear that a sophisticated call tracking platform like Invoca isn’t a one-hit wonder—there are countless ways that the technology can be applied to remove silos, improve the customer experience, and increase ROI. For more innovative use cases of Invoca, check out our resources page.