1. 1 Introduction to ResponseTap 2. 2 General Landscape 3. 3 You Can Currently Track and Measure Online Conversions 4. 4 What If They Picked Up The Phone? 5. 5 Why calls matter Source: Hubspot research, 2014 Clicks Inbound calls Inbound calls convert over 10 times higher than clicks. 6. 6 Of consumers find it very important to be able to pick up the phone and call a business Why calls matter – continued… 61% 70% Confirm that speaking to an operator on the phone gives them peace of mind and confidence that they are getting exactly what they want Source: “Voice-The relationship milestone” by ResponseTap, 2014 7. 7 Constant growth of mobile users make calls the crucial conversion point for search marketing Source: Google research “The Role of Click to Call in the path of purchase, 2014 8. 8 Some of Our 1,600+ Clients Financial Services Utilities RetailTravel & Leisure Property AutomotiveLegal 9. 9 The online customer journey 10. 10 The online customer journey I want to tour America Meet Emma 11. 11 Driving Traffic Insert other key words or search queries here… OR 12. 12 8 Weeks Later… Continues on Returns to website via Display Ad Makes a CALL Agent takes details SALE 13. 13 Typical online customer journey… PHONE CALL Multiple Page Views Multiple Visits PPC Keyword Company LOGO IMPORTANT WEBSITE TRANSACTIONS 14. 14 The problem How can the marketing agency attribute the digital spend to the phone enquiry? Phone Enquiry ------- SALE PPC Specific Keyword Multiple Visits Various Marketing Channels Important Website Interactions 15. 15 How does ResponseTap work? 16. 16 Dynamic Numbers 17. 17 Arrives at website To start research phase •SEO •PPC •Social •Email •Display •Other Browses website Visits multiple times Conversion page Dial’s Dynamic Number Continues to narrow research Tracksources 0800 123 4567 Full Digital Journey + Phone call 18. 18 Online Journey Offline Channels Mobile Channels Insight Hub Bid Management Marketing Automation CRM Contact Centre Other 19. 19 ResponseTap Dashboard 20. 20 Review call handling and overall performance in a selected date frame. Enabling you to quickly evaluate the effectiveness of the marketing campaign. All ResponseTap data can be exported via the call log within the Call Reports field. The Dashboard 21. 21 The Call Log The unique visitor originally visited the website via PPC. 22. 22 The Call Log – continued… This information is recorded by the call handler via the Post IVR feature. The call log captures information about the customer journey, from first click to last click. The example below is the final visit which resulted in a sale value of £500. 23. 23 Conversion Pages 24. 24 Single Numbers 25. Brand New Insight Hub 26. 26 Google AdWords Integration New added goals in analytics to complete the ROI piece 27. 27 Google AdWords Integration – continued… The keyword report is showing the sale outcome of the phone call, so the ‘Post Call IVR’. 28. 28 Return on investment 29. 29 Hubspot Integration 30. 30 31. 31 32. 32 33. Thank You Oyin Bamgbose Sales Manager [email protected] DDI: 0161 820 7731 @ResponseTap