5 Insights from Calls

If your business communicates with customers via the phone, you might be missing out on valuable insight into your marketing performance. It’s an often overlooked area, perhaps because it’s hitherto been difficult to join the information points together. A VoIP system can solve this problem and open up a new and exciting world of marketing analytics. Marketers who are only tracking clicks and online conversions are not getting a full or true picture of their marketing performance. Phone calls hold valuable marketing and customer insights, revealing information about your marketing performance and your customers' path through your sales and purchase stages.

If you are a marketer running online campaigns for instance, do you know which landing pages are driving the most conversions and generating the most phone enquiries? By bridging the online-offline gap in the customer journey, call tracking analytics assist in revealing insights about your customers you otherwise would never have known. Here are 5 marketing insights you can gain from closer call tracking analytics:

1. Which Search Advertising Channels Resonate With The Audience

Phone calls can actually show you what pages of your website are performing better in terms of conversions. Dynamic Call tracking is simple. It allows you to evaluate the effectiveness of different advertising channels. It analyses the number of incoming calls (phone numbers are assigned to the advertising channels) and shows additional call data and client sessions on your website.

2. What Audience Demographics To Target

Call analytics helps you understand your target personas and prospects who are most likely to convert. Each phone call comes with vital information about your target customers such as gender, household income, and geographic location. These insights allow you to improve your marketing targeting to understand who are your most valued prospects and customers and reach niche audience groups that are most likely to convert.

3. Competitor Insights

Your inbound calls often reveal truths about competitor activity. Your prospects may often reference your competitors in terms of price comparison or product similarities or differences. With this knowledge, it's easy to imagine how you could produce a highly targeted offering which removes your competitors' advantage whilst reinforcing your unique selling points.

4. How To Optimise Your Campaign Messaging

Call tracking can be used to understand what’s important to your target audience. By looking at conversations you can analyse and see if there are frequently asked questions. For instance, if prospects often complain about similar subjects such as price or product and often call at similar times of the day, you know where to direct your attention. These insights can be used to tweak campaign messaging as well as when you time your advertising campaign to be seen. You can then use language from actual customer conversations to improve the impact of your advert, email or website campaign landing page. Then once you know the days and times you have the highest call volumes, you can make sure not to serve ads when people are less likely to call or when your customer service office is closed.

5. How to Improve The Customers Experience

Call analytics can often reveal prospects dropping off the call while they’re still in the IVR (interactive voice response) or being put on hold. Callers often have to repeat their needs to various teams as they are diverted through to different departments. Callers, therefore, are spending too much time re-explaining who they are, why they called, and what product they are interested in. All of this information can be used to streamline and improve your caller experience. Through these learning you can optimise the call journey through small tweaks such as a shortened phone menu or automating your call routing and filtering so your callers get to the right destination faster.