marinsoftware.com The Online-to-Offline Search Marketing Playbook You can use conversation intelligence reports to see what percentage of calls from paid search to your business hang up or go to voicemail. You can then diagnose the reason why and make corrections to improve your ROI and reduce CPL. Understand How Well Locations & Call Centers Convert Callers For example, the marketing team at GE Appliances, one of the nation’s leading appliance repair providers, uses DialogTech to get insights into the caller experience their call center provides. By examining the data, they found that a high percentage of callers from paid search interacting with their call center’s IVR were abandoning their call prior to speaking with an agent. It turns out the IVR process was too long and confusing to navigate. When the marketing team realized this, they shortened the IVR, resulting in a rapid 50% decrease in abandoned calls (lost opportunities) and a 30% increase in sales leads, as callers were being connected with agents faster. 7.Use Data on the Caller to Personalize the Call Experience When consumers call, they expect to receive the right assistance right away. It’s important to connect them in conversation with the most appropriate agent or location immediately. Brands can use analytics on callers to automatically route them to the best location or agent to assist. These analytics include: • Channels, ads, search keywords, and webpages they called from • Their geographic location • Their stage of the customer journey • The day and time of the call How you decide the caller should be routed depends on your marketing and your business. But here are a few examples of how DialogTech customers are dynamically routing callers to convert more calls to customers.