When we talk about conversion rate optimization (CRO), we're usually talking about getting the website visitor to take a specific action that makes them a lead for your business. This includes things like developing better landing page copy, improving traffic generation strategies, and creating an intriguing web design that entices the visitor to fill out a form, start a discussion on the web or, if you're a business using CallRail, place a phone call. Conversion rates should be an ongoing maintenance and regular focal point of your marketing efforts. Conversions are what ultimately increase leads, sales, and most importantly, profits for your business. However, what most businesses don't realize is that recorded customer interactions, like CallRail phone calls, can help you generate valuable data that can be analyzed to improve conversion rates.
Phone call and conversion rate optimization process CRO is not just about increasing the Employee Email Database percentage of people filling out forms or making phone calls to your business. It's about increasing revenue through a better understanding of your customers' needs. According to CallRail integration partner VWO, the CRO process consists of 5 steps:Research Phase – : Identify areas for improvement. Hypothesis phase - Build an educated hypothesis. Prioritization phase – Prioritize test ideas. Test phase – Choose the right test and configure it. Learning phase - How to analyze test results. The first step in the process is crucial and this is where CallRail can help play the biggest role. In the research phase, you will need to collect both qualitative and quantitative data. While quantitative data can usually be easily found in analytics tools like Google Analytics, qualitative data can be a little trickier, but just as crucial. Qualitative data is collected by exploring user behavior and helps you better understand the goals, motivations, and intentions of potential buyers when they visit your website.
This is where phone call transcripts come in. Call transcripts, such as those provided by CallRail's Transcriptions, are a valuable source of this qualitative data. Recorded phone calls can reveal the most common customer questions and reservations about purchasing from your business. You can analyze call transcripts to weed out all those reservations through website optimization; use recorded phone calls to make your site more informative and compelling based on what customers are saying. Getting Started with Call Transcripts First, you will need to choose a place and a process to house all of this useful data hidden in your call transcripts. At CallRail, we love our spreadsheets and find them the best place to analyze all that data. Some of the CallRail data you may consider looking at is:Source of marketing Keywords (if using visitor level tracking) Landing page (if using visitor level tracking)Active page (if using visitor level tracking)Device type CallScore Prospect Status Key terms spotted (if using automation rules)All of this can be exported using the “Export CSV” option on the Call Log page. Once you're done, start reading the call transcripts and consider adding the following to the spreadsheet:Name, Age, Gender – These fields are pretty self explanatory and require you to read the transcript to see if this information is being revealed by the caller.