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Web Analytics: Data Redefining Website Call Conversions in 2016

Web Analytics: Data Redefining Website Call Conversions in 2016

Numbers are a business person’s best friend. If you aren’t convinced yet, perhaps statistics by the Economist Intelligence Unit will do the trick. It appears 60% of professionals believe data generates revenue within their companies and 83% feel that data increases profitability for existing services and products (source: Forbes).

Closely related to CRM strategies which include website phone call tracking, a recent survey on Statista shows that industries with the worst customer service are government offices, telecommunications, health care, utilities, insurance, airlines and retail. With each industry offering customers the possibility of phone calls directly from their website, let us address the importance of data and tools of trade for website call tracking. Welcome to 2016, quarter two.

Industry worst customer service

    Redefining Success in Online Business

    There are probably a thousand things an online business needs in order to become successful. However I have found these three to determine the actual success rate more than anything:

    1. Strong community management, both online and offline. With relationships being built on a H2H level (human to human), community management has a proven track of not just growing the social media channels, but also significantly contributing to the actual business growth.
    2. Conversion tests and experiments/trials using your business channels. In many ways, it makes sense why marketing and sales complete one another: if your marketing efforts convert into more business and sales, then your strategy proves successful. In an article on Hubspot, marketing and sales align with one another, the result being an increase in lead generation.
    3. Custom web data reports. Data of any kind is a must if you plan on building a sustainable business, both online and offline. Custom data is the key to understanding user behavior and what happens before and after the decision making process.

    Analyze customer and web data, and create custom reports that include relevant findings. These practices can make the difference in knowing what your audience wants, how they get the product/service they want and if there is any follow-up. Check below how a custom report looks, courtesy of Nextiva Analytics.

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    custom report nextiva

      Tools to Monitor Website Phone Call Conversions

      Following Google’s new implementations which now allow tracking phone calls with Google Analytics (GA), companies using call centers as part of their CRM strategies can start seeing better actual sales conversions. The process is quite simple to implement: add the GA code to your website and then set up Events and Goals (free) or an integration software (paid) to track phone calls from your website.

      Overview of Nextiva Analytics

      Nextiva Analytics launched in March as a “disruptive new reporting and analytics tool which integrates Nextiva’s Next OS platform”.

      “Up until recently, businesses using call centers as part of the customer support experience were only able to run in-depth reports, but now companies can gain unprecedented visibility for quick and informed decisions…Stakeholders can now ‘View, Analyze, and Act’ like never before, and get exponentially more value out of the platform,” says CEO Tomas Gorny.

      The tool offers more than 225 report combinations and “sky is the limit” ways to analyze real-time data, as well as historical data in the form of modern graphs or traditional tables.

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      Key Features

      Nextiva comes with a user-friendly interface, allowing any tech or non-tech savvy individual to create and analyze reports. A summary report offers a snapshot for call activity independent of time and dates.

      Account Summary Nextiva

        Call group reports are also available and offer the option of analyzing data for a specific target group (i.e. company employees), with the purpose of a deeper understanding in terms of business needs.

        Call Group Nextiva

          Custom reports and custom dashboards can be tailored to custom business needs, while reports always in-demand are easy to view and access.

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          Custom Dashboard Nextiva

            In order to empower agile decision-making processes, the wallboards allow transparency and displays of critical information for the business.

            Wallboards Nextiva

              The Gamification option can be used to motivate performance and increase engagement among operation teams. 

              Gamification Nextiva

                Last but not least, businesses can turn data into call-to-actions for competitive advantages, long-term goals, KPIs and predictions of future success rates.

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                Trend Analysis Nextiva

                  “As a data-driven company, we understand the importance of data for deep business insight and agile decision-making,” adds Gorny. More information and how-to’s can be found on their webinar resources page.

                  Takeaways

                  Keeping in mind the trends, the demands, and the solutions out there, how prepared do you see your own company in embracing the web analytics of tomorrow? Remember, even if your company is traditional, it doesn’t mean your marketing and sales strategies should be old fashioned. Trend them up by studying your audiences, your customers and creating an ideal environment for your employees and clients. Don’t let the small details out of your sight; they might define the success of your business. Online and offline.

                  Featured photo credit: Walter Pro via flickr.com

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                  Last Updated on October 15, 2019

                  To Automate or not to Automate Your Personal Productivity System

                  To Automate or not to Automate Your Personal Productivity System

                  We are all about doing things faster and better around here at Lifehack. And part of doing things faster and better is having a solid personal productivity system that you use on a daily basis.

                  This system can be just about anything that helps you get through your mountain of projects or tasks, and helps you get closer to your goals in life. Whether it’s paper or pixels, it doesn’t really matter. But, since you are reading Lifehack I have to assume that pixels and technological devices are an important part of your workflow.

                  “Personal Productivity System” defined

                  A personal productivity system (at least the definition that this article will use) is a set of workflows and tools that allow an individual to optimally get their work done.

                  Workflows can be how you import and handle your photos from your camera, how you write and create blog posts, how you deploy compiled code to a server, etc.

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                  Tools are the things like planners, todo managers, calendars, development environments, applications, etc.

                  When automation is bad

                  You may be thinking that the more that we automate our systems, the more we will get done. This is mostly the case, but there is one very big “gotcha” when it comes to automation of anything.

                  Automation is a bad thing for your personal productivity system when you don’t inherently understand the process of something.

                  Let’s take paying your bills for example. This may seem very obvious, but if you can’t stick to a monthly budget and have trouble finding the money to make payments on time, then automating your bill payment every month is completely useless and can be dangerous for your personal finances.

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                  Another example is using a productivity tool to “tell you” what tasks are important and what to do next. If you haven’t taken a step back and figured out just how your productivity systems should work together, this type of automation will likely keep you from getting things done.

                  You can only automate something in your personal productivity system that have managed for a while. If you try to automate things that aren’t managed well already, you will probably feel a bit out of control and have a greater sense of overwhelm.

                  Another thing to remember is that some things should always be done by yourself, like responding to important emails and communicating with others. Automating these things can show your coworkers and colleagues that you don’t care enough to communicate yourself.

                  When automation is good

                  On the other hand, automation is a great thing for your personal productivity system when you understand the process of something and can then automatically get the steps done. When you know how to manage something effectively and understand the step-by-step process of a portion of your system, it’s probably a great time to automate it.

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                  I have several workflows that I have introduced in the last year that takes some of the “mindless” work from me so I can be more creative and not have to worry about the details of something.

                  On my Mac I use a combination of Automator workflows, TextExpander snippets, and now Keyboard Maestro shortcuts to do things like automatically touch-up photos imported from my iPhone 4S or open all the apps and websites needed for a weekly meeting to the forefront of my desktop by typing a few keys. Once you open yourself up to automating a few of your processes, you start to see other pieces of your system that can benefit from automation.

                  Once again; none of this works unless you understand your processes and know what tools you can use to get them done automatically.

                  The three steps to determine if something is “ripe” for automation

                  If your workflow passes these three steps, then automate away, baby:

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                  1. You can do this process in your sleep and it doesn’t require your full, if any form of attention. It can (and has been) managed in some form prior to automating it.
                  2. The process is time consuming.
                  3. The process doesn’t require “human finesse” (ie. communicating and responding to something personally)

                  Automating your personal productivity systems can be a great for you in the long run if you are careful and mindful of what you are doing. You first need to understand the processes that you are trying to automate before automating them though. Don’t get stuck in thinking that anything and everything should be automated in your life, because it probably shouldn’t.

                  Pick and choose these processes wisely and you’ll find the ones that take up most of your time to be the best ones to automate. What have you automated in your personal productivity system?

                  Featured photo credit: Bram Naus via unsplash.com

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