hubspot presentation.pptx
TRANSCRIPT
1
Introduction to ResponseTap
2
General Landscape
3
You Can Currently Track and Measure Online Conversions
4
What If They Picked Up The Phone?
5
Why calls matter
Source: Hubspot research, 2014
ClicksInbound
calls
Inbound calls convert over 10 times higher than clicks.
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
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
Some of Our 1,600+ Clients
Financial Services Utilities RetailTravel & Leisure Property AutomotiveLegal
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The online customer journey
10
The online customer journey
I want to tour America
Meet Emma
11
Driving Traffic
Insert other key words or search queries here…
OR
12
8 Weeks Later…
Continues on
Returns to website via Display Ad
Makes a CALL
Agent takes details
SALE
13
Typical online customer journey…
PHONE CALL
Multiple Page Views
Multiple Visits
PPC Keyword
Company
LOGO
IMPORTANT WEBSITE TRANSACTIONS
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
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How does ResponseTap work?
16
Dynamic Numbers
17
Arrives at websiteTo start research
phase
•SEO•PPC•Social•Email•Display•Other
Browses website
Visits multiple times
Conversion page Dial’s Dynamic Number
Continues to narrow research
Trac
k so
urce
s
0800 123 4567
Full Digital Journey + Phone call
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Online Journey
Offline Channels
Mobile Channels
Insight Hub
Bid Management
Marketing Automation
CRM
Contact Centre
Other
19
ResponseTap Dashboard
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
The Call Log
The unique visitor originally visited the website via PPC.
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.
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Conversion Pages
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Single Numbers
Brand New Insight Hub
26
Google AdWords Integration
New added goals in analytics to complete the ROI piece
27
Google AdWords Integration – continued…
The keyword report is showing the sale outcome of the phone call, so the ‘Post Call IVR’.
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Return on investment
29
Hubspot Integration
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