How Call Tracking Data Can Enrich The Behavior Of The Website Motivators

Natalya Chumak
03.03.20162,394 views Write the first comment
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Do pop-ups appearing at a wrong time irritate you? Most people will give a positive response. And your clients are not an exception. In this article we’ll talk about the “reeducation” of the callback widget, that is the one of the most commonly used motivators.

It’s well-known that modern clients are extremely exigent. And marketers have not only to hold them on the websites, but also to motivate them to active actions. There’s a wide set of tools called motivators created just for these needs. For example:

  • online chat – a tool for communication between users over a network in real time. It serves for the rapid connection with sales managers on many sites.
  • pop-up banners – windows appearing on the computer screen as the result of different operations and giving users information.
  • lead generator – a function collecting potential clients contact information (they type it in a pop-up form) when sales managers are absent. This allows to work with the leads at a convenient time and to make personalized offers for different audience segments.
  • callback widget – a service that asks customers to leave their contact information and wait for the manager’s call. When using this, the potential clients don’t pay for the phone conversation.

motivators

Let’s talk more precisely about the last paragraph.

Everything you wanted to know about the callback

As already mentioned, it’s the function of automatic callbacks from the site. The script calls a manager, and then the client. If the manager is busy, the call is marked as missed. The widget itself displays in two variations:

  1. The pop-up form is invoked by the users when they press on the button like this:

call_button

  1. The form emerges depending on users activity on the site and other parameters.

request_callback

This tool works to several objectives:

  • boosts the website conversion;
  • increases sales;
  • reduces the failure rate.

However, there’s a serious question to ask yourself: is there a perfect moment to show the callback to the user? If you don’t pay enough attention to this issue, there can be some unpleasant situations. For example:

  • Callback appears almost immediately after opening the website: “Hi! You’ve been on our site for 0 minutes 5 seconds. Have you found what you have been looking for?”
  • Callback can simply irritate the users and have no positive effect at all.

Using this approach, you need to show callback to the disproportionately large number of users in order to increase the conversion rate of the website. Furthermore, the wrong settings can even reduce the conversion rate.

To prevent this, you can do the following:

  1. Don’t overdo with the visualization. A pop-up with overwhelmingly bright pictures may alert the users and create the wrong impression.
  2. The target action must be clear. When the text is too long, the users can simply get lost.
  3. Ask to leave a phone number only. The extra fields will make doubt about leaving the contacts.
  4. And the main thing: it’s very important to show the widget at the right time, in a right place and to a right person.

millionaire

All the answers are correct, because there isn’t any number that is true for everyone, it all depends on the specifics of the website. But at the same time, all the answers are incorrect, because besides this data you need the information about users activity, their interaction with the site. Here it is a “Schrödinger’s question”.

How to get the right information?

All website visitors can be classified, and different rules of callback emergence can be used for each group. For example, you can divide clients:

  • By the advertising channel they came from. If the users came from a branded search, the callback can appear almost immediately, as they were looking exactly for your company.
  • By the behavior on the site. Depending on users activity and involvement the system can determine the perfect moment when they are most likely to make a purchase.
  • By the time between the website visit and the call. This way is convenient when the history of interaction with the client already exists.

However, if there’s a poor website traffic, the problems with statistics collection appear. So, what is another way of receiving useful data about customers, and in sufficient quantity? A great solution is the analysis of phone conversations scenarios. It turns out that the phone calls giving a mine of information for marketers can also help in gathering statistics for the callback.

Hence, in order to make callback behavior more intelligent, you can synchronize it with a call tracking system. Thus you’ll receive the following advantages:

  • Call tracking allows to map the calling user with a specific advertising channel and specific website session.
  • You’ll be able to know which advertising channels bring more clients interested in a callback.
  • The service permits callback to stay in a constant educative process based on the users behaviour.
  • Callback is configured in accordance with the information about the source, channel, campaign and even the keyword brought a customer to the website.

Furthermore, the performance of the callback could be improved:

  • The widget can’t be showed to the spamming clients;
  • Сall tracking service can provide the callback with the information about the time when a specific customer calls most often. If you visit the site at unusual time, say during the lunch, the callback can offer you to postpone the call and contact you during the working hours.

Thus, using motivators together with call tracking, you can increase the number of leads, raise the customer satisfaction rate and reduce the number of transitions to a competitor’s site.

The example of how does the algorithm of callback emergence work

In a call tracking service Ringostat there’s a special mechanism of a callback autoconfiguration, when the program calculates the best time to propose the clients to leave their contacts.

  1. A visitor comes to the site from Google Adwords, the campaign is “Yellow umbrellas”, the request is [buy a yellow umbrella in New York].
  2. The system checks the number of direct calls from the site on the keyword – only 3 calls when the number of visits is 150, the sample is not representative, it makes sense to continue analyzing.
  3. The system checks the number of direct calls by the campaign “Yellow umbrellas” – the number of calls is 10, and the number of visits is 520, the sample is not representative, continue to analyze.
  4. The system checks the number of direct calls by channel CPC – 500 calls when the number of visits is 7600, the sample is representative.
  5. The system analyzes information about the users who visited the website from the CPC channel. Now it can calculate the average time of making the decision to call.
  6. According to the results of the analysis, the system receives information about the time of callback emergence.

And finally, an example from actual practice

Let’s study the case of a company selling metal-plastic windows in Europe. At the end of December 2014 the company implemented a call tracking service from Ringostat. It appeared that 65% of inbound calls were missed.

After receiving the possibility to analyze phone calls, operators were able to improve the quality of calls processing, and with the work of marketers these measures provided an increase of up to 10% in incoming calls each month.

chart1

As it’s seen from the graph, the best result was achieved in August, when the number of missed calls was reduced to 25%.

In order to increase the number of calls a callback service was implemented.

chart2

In March the number of calls via the callback widget reached nearly the half of all calls. In July, August and September the total number of calls increased and the number of calls via callback decreased to one third. And by the way, the graph shows that the number of direct calls didn’t decrease.

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